A study by the Edelman Trust Barometer found that 67% of consumers trust “company technical experts,” while only 43% trust CEOs.
Employee generated content is often more authentic than company-produced content.
Therefore, consumers are more likely to trust what individuals have to say over any corporate communication.
The Connected Leadership Survey also found that only 48% of CEOs use social media, but employees would prefer to work for a connected CEO by a ratio of two to one.
Matching content with a face helps brands gain consumer trust.
Change is driven by leadership mindset, businesses that cling to a legacy thinking mindset 'we can't change because of' type of excuses, or our 'legacy systems can't just be thrown away', or 'our leaders don't do what they ask us to do' are the most common 'blockers' of any change.
I've found that people generally fall into 2 key areas when it comes to 'change';
- At a logical level they fully understand and accept that for things to move on change needs to happen - this view is initially is driven by the leadership team.
- At an emotional level is where most of the resistance to that change occurs - this is also driven by the leadership team, and filters down.
So what you are faced with are the people who are charged with that 'change strategy' understand the logic, but constrain themselves and the company with the emotional elements associated with that change.
We see far to many CEO's who still think that 'social media' is something for the family, or is ran by the girl with the tattoo, or the guy with the beard in marketing.
Global business advising firm Brunswick Group conducted a study to determine the top 100 connected CEOs, based on their digital presence and factors like activity, whether or not they're verified, and their use of four main social media platforms: Twitter, Facebook, Instagram, and LinkedIn.
Walmart CEO Doug McMillon earned the top spot for his frequent photo and video content, which show both his professional and private life.
He's also verified across all four social media platforms.
How does your CEO and leadership team stack up?
"Leadership has been fundamentally redefined," said Craig Mullaney, a partner at Brunswick Group, in a Brunswick press release. "A modern leader needs to influence, inspire, and inform people with direct, engaging, and authentic digital communications."