CEO social: análisis de la presencia y actividad en redes sociales de los directores ejecutivos de empresas

Giancarlo Saavedra; Paul Capriotti

doi:10.5294/pacla.2024.27.2.8

Autores/as

Giancarlo Saavedra Autor/a Universidad Rovira i Virgili https://orcid.org/0000-0003-2379-9380
Paul Capriotti Autor/a Universidad Rovira i Virgili https://orcid.org/0000-0002-9398-5886

DOI:

https://doi.org/10.5294/pacla.2024.27.2.8

Palabras clave:

CEO, comunicación organizacional, consejero delegado, director ejecutivo, redes sociales

Resumen

Convertidos en CEO sociales, los directores ejecutivos encontraron un nuevo espacio en las redes sociales para dialogar e interactuar con sus públicos. El objetivo de esta investigación es analizar la presencia y la actividad de los CEO en las principales redes sociales y comparar las diferencias y las similitudes entre ejecutivos de empresas globales y latinoamericanas, según los ránquines Fortune Global 500 y América Economía 500, respectivamente. Se identificaron 537 perfiles en redes sociales de un total de 1.029 directores ejecutivos y se estudiaron 23.549 publicaciones propias y compartidas en LinkedIn, X/Twitter, Instagram, Facebook, TikTok y YouTube. En los últimos años, los CEO aumentaron su presencia en redes sociales y la mayoría de ellos tienen perfiles activos, pero con volúmenes bajos de publicación. LinkedIn es la plataforma favorita de los ejecutivos. Los CEO americanos (a nivel global) y brasileños (a nivel latinoamericano) son los líderes en actividad en redes sociales. Los directores ejecutivos ignoran la recomendación de los expertos y tienen una participación “muy baja” en las redes sociales, sobre todo en LinkedIn y X/Twitter. Aunque, en comparación con los niveles de publicación alcanzados en otros estudios y sectores, los CEO mejoran su desempeño. El artículo ofrece a los académicos y profesionales un panorama general e integrador de la presencia y actividad de los CEO en plataformas sociales. Además, propone pautas metodológicas para futuras investigaciones y perfila tres tipos de CEO sociales: activos, moderados y pasivos.

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