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

Saavedra Saavedra; Paul Capriotti

doi:10.5294/pacla.2024.27.2.8

Authors

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

DOI:

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

Keywords:

CEO, organizational communication, managing director, chief executive officer, social media

Abstract

Chief executive officers have transformed into social CEOs, discovering a new avenue on social media for dialogue and interaction with their audiences. This research makes a significant contribution to the field as it aims to analyze CEOs’ presence and activity on social media. It provides a detailed comparison of the differences and similarities between CEOs of global and Latin American companies, based on the Fortune Global 500 and América Economía 500 rankings, respectively. We identified 537 social media profiles of 1,029 CEOs and studied 23,549 own and shared publications on LinkedIn, X (formerly Twitter), Instagram, Facebook, TikTok, and YouTube. CEOs have significantly increased their presence on social media in recent years, with most having active profiles but low publication volumes. LinkedIn emerges as the favored platform for CEOs. American (globally) and Brazilian (at the Latin American level) CEOs lead the pack in social networking activities. Despite some areas for improvement, CEOs have shown progress in their social media engagement compared to the publication levels observed in other studies and sectors. The article offers academics and professionals a comprehensive overview of the presence and activity of CEOs on social platforms. It also presents methodological guidelines for future research and outlines three types of social CEOs: active, moderate, and passive.

Downloads

Download data is not yet available.

References

Aced Toledano, C. y Lalueza, F. (2018). Cómo mejorar la relación con los públicos en social media. Análisis de buenas prácticas de las empresas del IBEX 35 y del Fortune 500 en Facebook, Twitter y blogs. Redmarka. Revista de Marketing Aplicado, 1(022), 5-26. https://doi.org/10.17979/redma.2018.01.022.4931

Albanna, H., Alalwan, A. A. y Al-Emran, M. (2022). An integrated model for using social media applications in non-profit organizations. International Journal of Information Management, 63, 102452. https://doi.org/10.1016/j.ijinfomgt.2021.102452

Alghawi, I. A., Yan, J. y Wei, C. (2014). Professional or interactive: CEOs’ image strategies in the microblogging context. Computers in Human Behavior, 41, 184-189. https://doi.org/10.1016/j.chb.2014.09.027

Anderson, A. (2023). Social In The C-Suite. How CEOs are using social media to protect, develop and enhance their reputations. H/Advisors Abernathy.

Capriotti, P., Losada-Díaz, J.-C. y Martínez-Gras, R. (2023). Evaluating the content strategy developed by universities on social media. El Profesional de la Información, 32(2). https://doi.org/10.3145/epi.2023.mar.10

Capriotti, P., Oliveira, A. y Carretón, C. (2023). A model for assessing the active presence of institutions on social media: Application to universities worldwide. Journal of Marketing for Higher Education, 1-21. https://doi.org/10.1080/08841241.2023.2166188

Capriotti, P. y Ruesja, L. (2018). How CEOs use Twitter: A comparative analysis of Global and Latin American companies. International Journal of Information Management, 39, 242-248. https://doi.org/10.1016/j.ijinfomgt.2018.01.003

Capriotti, P. y Zeler, I. (2020). Comunicación de la responsabilidad social empresarial de las empresas de América Latina en Facebook: estudio comparativo con las empresas globales. Palabra Clave, 23(2), 1-28. https://doi.org/10.5294/pacla.2020.23.2.7

Capriotti, P. y Zeler, I. (2023). Analysing effective social media communication in higher education institutions. Humanities and Social Sciences Communications, 10(1), 656. https://doi.org/10.1057/s41599-023-02187-8

Capriotti, P., Zeler, I. y Camilleri, M. A. (2021). Corporate communication through social networks: The identification of the key dimensions for dialogic communication. En Strategic corporate communication in the digital age (pp. 33-51). Emerald Group. https://doi.org/10.1108/978-1-80071-264-520211003

Capriotti, P., Zeler, I. y Oliveira, A. (2021). Assessing dialogic features of corporate pages on Facebook in Latin American companies. Corporate Communications, 26(5), 16-30. https://doi.org/10.1108/CCIJ-10-2020-0149

Cervi, L., Tejedor, S. y Marín Lladó, C. (2021). TikTok and the new language of political communication. Cultura, Lenguaje y Representación, 26, 267-287. https://doi.org/10.6035/clr.5817

Conte, F., Siano, A. y Vollero, A. (2017). CEO communication: engagement, longevity and founder centrality. An exploratory study in Italy. Corporate Communications, 22(3), 273-291. https://doi.org/10.1108/CCIJ-10-2015-0062

Cucu, E. (2023). TikTok vs. reels vs. shorts data: Which is the best short-form video platform? Social Insider Blog.

Da Silva Giordani, M., De Sousa Barbosa, I. y Klann, R. C. (2023). Uso de Mídia Social pelo CEOs e o Gerenciamento de Resultados. Revista de Educação e Pesquisa em Contabilidade, 17(3). https://doi.org/10.17524/repec.v17i3.3225

Denner, N., Koch, T. y Senger, S. (2021). Faces of companies: Personalization of corporate coverage in crisis and non-crisis periods. Journalism, 22(11), 2747-2763. https://doi.org/10.1177/1464884920901615

Dévai, D., Carrillo, M., Gisbert, E. y Piqué, M. (2023a). Panel Retail Q2 2023. Epsilon Technologies. https://epsilontec.com/las-marcas-de-retail-apuestan-por-contenidos-rapidos-de-influencers-y-paid-media-para-generar-mayores-interacciones-en-redes-sociales/

Dévai, D., Carrillo, M., Gisbert, E. y Piqué, M. (2023b). Panel Top - 190 Directores de Marketing en LinkedIn. Epsilon Technologies. https://epsilontec.com/los-directores-de-marketing-mas-influyentes-en-linkedin/

Dévai, D. y Peralt, A. (2022). Estudio Top 115 CEOs LinkedIn S2-2021. Epsilon Technologies. https://epsilontec.com/los-directores-de-marketing-mas-influyentes-en-linkedin/

Dixon, S. J. (2023a). Average number of weekly brand posts on Facebook in 2022. Statista.

Dixon, S. J. (2023b). Average number of weekly brand posts on Instagram in 2023. Statista.

Dixon, S. J. (2023c). Average number of weekly brand posts on X (formerly Twitter) in 2022. Statista.

Domínguez, A., Gardier, C., Fernández, M., Sánchez, Y., Fernández-Sesma, C. y Ortega, I. (2023). New Times, New Leadership: 3 pasos hacia el liderazgo ejecutivo. LLYC. https://ideas.llorenteycuenca.com/wp-content/uploads/sites/5/2023/11/231019-New-Times-New-Leadership.pdf

Evans, M., Novicevic, M. M., Martin, J. S. y Dorn, F. J. (2008). CEO blogs: credibility issues. International Journal of Information Technology and Management, 7(2), 161. https://doi.org/10.1504/IJITM.2008.016603

Feehan, B. (2022). 2022 Social Media Industry Benchmark Report. Industry benchmarks across the most important social media metrics. Rival IQ.

Feehan, B. (2023a). 2023 Social Media Industry Benchmark Report. Industry benchmarks across the most important social media metrics. Rival IQ by NetBase Quid.

Feehan, B. (2023b). 2023 TikTok Benchmark Report. The Ultimate Guide to TikTok Metrics. Rival IQ by NetBase Quid.

Fröhlich, R. y Knobloch, A. S. (2021). “Are they allowed to do that?” Content and typology of corporate socio-political positioning on Twitter. A study of DAX-30 companies in Germany. Public Relations Review, 47(5), 102113. https://doi.org/10.1016/j.pubrev.2021.102113

Gaines-Ross, L. (2000). CEO reputation: A key factor in shareholder value. Corporate Reputation Review, 3(4), 366-370. https://doi.org/10.1057/palgrave.crr.1540127

Gaines-Ross, L. (2002). CEOs stranded in wonderland. Journal of Business Strategy, 23(2), 18-20. https://doi.org/10.1108/eb040231

Grafström, M. y Falkman, L. L. (2017). Everyday narratives: CEO rhetoric on Twitter. Journal of Organizational Change Management, 30(3), 312-322. https://doi.org/10.1108/JOCM-10-2016-0197

Guthrie, C. (2023). How Often Should Your Brand Post on TikTok? Statusphere, 2 de abril.

Gutiérrez-García, E. (2010). Corporate governance and corporate communication: What is the role of communication managers in Spain? Palabra Clave, 13(1), 147-160. https://doi.org/10.5294/pacla.2010.13.1.9

Heavey, C., Simsek, Z., Kyprianou, C. y Risius, M. (2020). How do strategic leaders engage with social media? A theoretical framework for research and practice. Strategic Management Journal, 41(8), 1490-1527. https://doi.org/10.1002/smj.3156

Hill, L. N. y White, C. (2000). Public relations practitioners’ perception of the world wide web as a communications tool. Public Relations Review, 26(1), 31-51. https://doi.org/10.1016/S0363-8111(00)00029-1

Hwang, S. (2012). The strategic use of Twitter to manage personal public relations. Public Relations Review, 38(1), 159-161. https://doi.org/10.1016/j.pubrev.2011.12.004

Jameson, D. A. (2014). Crossing public-private and personal-professional boundaries: How changes in technology may affect CEOs’ communication. Business and Professional Communication Quarterly, 77(1), 7-30. https://doi.org/10.1177/2329490613517133

Kent, M. L. y Taylor, M. (1998). Building dialogic relationships through the world wide web. Public Relations Review, 24(3), 321-334. https://doi.org/10.1016/S0363-8111(99)80143-X

Kent, M. L. y Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21-37. https://doi.org/10.1016/S0363-8111(02)00108-X

Kim, S., Zhang, X. A. y Zhang, B. W. (2016). Self-mocking crisis strategy on social media: Focusing on Alibaba chairman Jack Ma in China. Public Relations Review, 42(5), 903-912. https://doi.org/10.1016/j.pubrev.2016.10.004

Kim, T. y Sung, Y. (2021). CEOs’ self-disclosure on Instagram and consumer-brand relationships: The moderating effect of relationship norms. International Journal of Advertising, 40(6), 897-921. https://doi.org/10.1080/02650487.2020.1837485

Lee, S. (2006). Corporate blogging strategies of the Fortune 500 companies. Management Decision, 44(3), 316-334. https://doi.org/10.1108/00251740610656232j

Lee, S. M. y Know Lee, C. (2002). e-Company CEO Websites: contents and information value. Management Decision, 40(2), 158-167. https://doi.org/10.1108/00251740210422839

Longenecker, C. O. y Wittmer, J. L. S. (2023). CEO lessons on workforce development and success in a global pandemic. Development and Learning in Organizations, 37(1), 15-17. https://doi.org/10.1108/DLO-01-2022-0028

Macready, H. y Cohen, B. (2023). How often to post to social media in 2023. Hootsuite, 11 de abril. https://blog.hootsuite.com/how-often-to-post-on-social-media/

Malhotra, C. K. y Malhotra, A. (2016). How CEOs can leverage Twitter. MIT Sloan Management Review, 57(2), 72-79. http://mitsmr.com/1QiMXWJ

Manfredi-Sánchez, J. L. (2019). Activismo político de los presidentes de empresa del IBEX 35 ante los retos políticos, sociales y medioambientales. El Profesional de la Información, 28(5). https://doi.org/10.3145/epi.2019.sep.05

Manika, D., Papagiannidis, S. y Bourlakis, M. (2015). Can a CEO’s YouTube apology following a service failure win customers’ hearts? Technological Forecasting and Social Change, 95, 87-95. https://doi.org/10.1016/j.techfore.2013.12.021

Mascarenhas, B. (2009). The emerging CEO agenda. Journal of International Management, 15(3), 245-250. https://doi.org/10.1016/j.intman.2009.02.002

Md Saad, N. H. y Yaacob, Z. (2021). Building a personal brand as a CEO: A case study of Vivy Yusof, the cofounder of FashionValet and the dUCk Group. Sage Open, 11(3), 1-12. https://doi.org/10.1177/21582440211030274

Men, L. R. (2012). CEO credibility, perceived organizational reputation, and employee engagement. Public Relations Review, 38(1), 171-173. https://doi.org/10.1016/j.pubrev.2011.12.011

Men, L. R. (2015). The internal communication role of the chief executive officer: Communication channels, style, and effectiveness. Public Relations Review, 41(4), 461-471. https://doi.org/10.1016/j.pubrev.2015.06.021

Men, L. R. y Tsai, W. H. S. (2016). Public engagement with CEOs on social media: Motivations and relational outcomes. Public Relations Review, 42(5), 932-942. https://doi.org/10.1016/j.pubrev.2016.08.001

Men, L. R., Tsai, W.-H. S., Chen, Z. F. y Ji, Y. G. (2018). Social presence and digital dialogic communication: Engagement lessons from top social CEOs. Journal of Public Relations Research, 30(3), 83-99. https://doi.org/10.1080/1062726X.2018.1498341

Miquel-Segarra, S., Rangel Pérez, C. y Monfort, A. (2023). Análisis del uso de Twitter como plataforma estratégica de diálogo: las empresas del Ibex35 y la difusión de mensajes sobre Covid. Revista de Comunicación, 22(1). https://doi.org/10.26441/RC22.1-2023-2989

Molina-Cañabate, J. P. y Suau-Gomila, G. (2021). Directivos ante situaciones de crisis. El uso de LinkedIn por parte de la CEO de Metro de Madrid durante la borrasca Filomena. Revista Internacional de Relaciones Públicas, 11(22), 199-218. https://doi.org/10.5783/RIRP-22-2021-11-199-218

Montúfar-Calle, A., Atarama-Rojas, T. y Saavedra-Chau, G. (2022). Análisis de la actividad política en redes sociales durante la primera vuelta electoral de las elecciones generales 2021 en Perú. Revista de Comunicación, 81(1). https://doi.org/10.26441/RC21.1-2022-A14

Mudambi, S. M., Sinha, J. I. y Taylor, D. S. (2019). Why B-to-B CEOs should be more social on social media. Journal of Business-to-Business Marketing, 26(1), 103-105. https://doi.org/10.1080/1051712X.2019.1565144

Pakura, S. y Rudeloff, C. (2020). How entrepreneurs build brands and reputation with social media PR: Empirical insights from start-ups in Germany. Journal of Small Business & Entrepreneurship, 1-28. https://doi.org/10.1080/08276331.2020.1728490

Paniagua-Rojano, F.-J. y Durán-Mañes, Á. (2023). La comunicación de la agenda sostenible de las energéticas en las redes sociales. Revista Mediterránea de Comunicación, 14(2), 53-68. https://doi.org/10.14198/MEDCOM.24308

Preciado-Hoyos, A. y Etayo-Pérez, C. (2014). Influencia del estilo directivo en la comunicación interna de las organizaciones. Una aplicación a las agencias de publicidad. Palabra Clave, 17(2), 412-455. https://doi.org/10.5294/pacla.2014.17.2.6

Putt, A. y Rocha, A. (2023). Kekst CNC global CEO LinkedIn tracker. Kekst CNC. https://www.kekstcnc.com/insights/kekst-cnc-global-ceo-linkedin-tracker-communicating-in-a-year-of-economic-anxiety-war-in-europe-and-climate-fatigue

Rumstadt, F. y Kanbach, D. K. (2022). CEO activism. What do we know? What don’t we know? A systematic literature review. Society and Business Review, 17(2), 307-330. https://doi.org/10.1108/SBR-10-2021-0194

Sandlin, J. K. y Gracyalny, M. L. (2018). Seeking sincerity, finding forgiveness: YouTube apologies as image repair. Public Relations Review, 44(3), 393-406. https://doi.org/10.1016/j.pubrev.2018.04.007

Santana Villegas, J. R., Fernández Linares, P., Gonzálvez Vallés, J. E. y Viñarás Abad, M. (2023). Los MBA en México y su aporte a la formación en reputación corporativa. Revista Latina de Comunicación Social, 81, 423-445. https://doi.org/10.4185/rlcs-2023-1923

Schreiber, E. S. (2002). Why do many otherwise smart CEOs mismanage the reputation asset of their company? Journal of Communication Management, 6(3), 209-219. https://doi.org/10.1108/ 13632540210807053

Serrano, M. J. P., Santamaría, J. V. G. y Pallares, M. R. (2020). The social media presence of Ibex 35 top executives and their role as influencers. Communication and Society, 33(2), 313-328. https://doi.org/10.15581/003.33.2.313-328

Social Pilot (2023). What is the Best Time to Post on YouTube Videos and YouTube Shorts? SocialPilot, 9 de octubre.

Thomas, M. (2023). How often should you post on Instagram every week? Later.

Tsai, W.-H. S. y Men, L. R. (2017). Social CEOs: The effects of CEOs’ communication styles and parasocial interaction on social networking sites. New Media & Society, 19(11), 1848-1867. https://doi.org/10.1177/1461444816643922

Vidgen, R., Sims, J. M. y Powell, P. (2013). Do CEO bloggers build community? Journal of Communication Management, 17(4), 364-385. https://doi.org/10.1108/JCOM-08-2012-0068

Wang, R. y Huang, Y. (2018). Communicating corporate social responsibility (CSR) on social media: How do message source and types of CSR messages influence stakeholders’ perceptions? Corporate Communications, 23(3), 326-341. https://doi.org/10.1108/CCIJ-07-2017-0067

We Are Social & Meltwater (2023). Digital 2023. Global Overview Report. https://wearesocial.com/wp-content/uploads/2023/03/Digital-2023-Global-Overview-Report.pdf

White, C. y Raman, N. (1999). The World Wide Web as a public relations medium: The use of research, planning, and evaluation in web site development. Public Relations Review, 25(4), 405-419. https://doi.org/10.1016/S0363-8111(99)00027-2

Wu, T., Reynolds, J., Wu, J. y Schlegelmilch, B. B. (2021). CEOs as corporate ambassadors: deciphering leadership communication via Twitter. Online Information Review. https://doi.org/10.1108/OIR-09-2021-0484

Yue, C. A., Men, L. R. y Hart, E. B. (2023). “Chief engagement officers?” A comparative study between U.S. corporate and nonprofit executive Leaders’ social media communication strategies. Nonprofit Management and Leadership, 33(4), 879-892. https://doi.org/10.1002/nml.21551

Yue, C. A., Thelen, P., Robinson, K. y Men, L. R. (2019). How do CEOs communicate on Twitter? A comparative study between Fortune 200 companies and top startup companies. Corporate Communications, 24(3), 532-552. https://doi.org/10.1108/CCIJ-03-2019-0031