Social Media Examination

According to a recent study from and DOMO, only 32 percent of CEOs at Fortune 500 companies have personal social media accounts in place. A similar study from 2012 had nearly identical results—last year, only 30 percent of Fortune 500 CEOs were networking with people through Facebook, Twitter, Google+, and LinkedIn.

For business owners who are skeptical of the ramifications and value of social media networks, this study might seem encouraging. However, it’s important to understand that this survey only relates to CEOs and their personal accounts. Though the business owners behind the brands might not have their own social media accounts, their companies most certainly do. In fact, the latest annual report from University of Massachusetts-Dartmouth found that 77 percent of Fortune 500 companies have Twitter accounts, 70 percent use Facebook to connect with customers, and 69 percent have their own YouTube accounts.

Without a doubt, Fortune 500 companies are taking advantage of the power of social networking to reach wider audiences, heighten brand awareness, and to offer personalized customer service. So why aren’t the CEOs behind these brands jumping on the social media train? A Weber Shandwick study suggests that it might be because the chance for negative publicity is too high. It’s easy for a CEO to send out an off-brand tweet or to write a poorly judged Facebook post that can harm the company’s reputation. Additionally, many CEOs are likely to stay away from social media simply because there is no demand for them to have accounts. People are interested in hearing what their favorite companies have to say, but they might not know or care to follow the people at the top.

The Fortune 500 CEOs who do have social media accounts are largely found on LinkedIn, with nearly 28 percent of the CEOs studied preferring this platform. Only seven percent used Facebook, and just 5.6 percent of Fortune 500 CEOs maintained active Twitter accounts. If you’re interested in trying out a personal social media account, LinkedIn could be the way to go. The professional social networking service offers businesses and industry insiders to connect with others in their fields.

As a business owner, you don’t need to have a Facebook or Twitter account—but your company does. Many entrepreneurs hear about social media over and over again, and it’s easy to get tired of the repetitive advice if you aren’t interested in updating a Facebook page every day.

Fortunately, you don’t need to be in charge of the page and your name doesn’t have to be attached to it. Red Crow Marketing offers social media services including writing, scheduling, and posting updates on your company’s Facebook, Twitter, Google+, or YouTube pages. Each week, we’ll create new posts to inform, entertain, and serve your customers. It’s an easy way to make sure your company is visible on the country’s most popular social media networks without having to spend your own time thinking of things to say. Call us at 417-889-1658 or contact us here to learn more about how social media services can benefit your business.

A report on this study was originally published on August 8, 2013 by MarketingCharts. You can read more about the survey and its findings here.

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