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

Autores

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

DOI:

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

Palavras-chave:

comunicação organizacional, CEO, diretor-executivo, redes sociais

Resumo

Transformados em CEOs sociais, os diretores-executivos encontraram um novo espaço nas redes sociais para dialogar e interagir com seus públicos. O objetivo desta pesquisa é analisar a presença e a atividade dos CEOs nas principais redes sociais e comparar as diferenças e as semelhanças entre os executivos de empresas globais e os de empresas latino-americanas, de acordo com os rankings Fortune Global 500 e América Economía 500, respectivamente. Foram identificados 537 perfis em redes sociais de 1.029 CEOs e estudadas 23.549 publicações próprias e compartilhadas no LinkedIn, no X/Twitter, no Instagram, no Facebook, no TikTok e no YouTube. Nos últimos anos, os executivos aumentaram sua presença nas mídias sociais e a maioria deles tem perfis ativos, mas com baixo volume de publicações. O LinkedIn é a plataforma favorita dos executivos. Os CEOs americanos (em âmbito global) e brasileiros (na América Latina) são os líderes em atividades nas redes sociais. Os CEOs sociais ignoram a recomendação dos especialistas e têm uma participação “muito baixa” nas redes sociais, especialmente no LinkedIn e no X/Twitter. Contudo, em comparação com os níveis de publicação alcançados em outros estudos e setores, os CEOs melhoraram seu desempenho. Este artigo oferece aos acadêmicos e aos profissionais uma visão geral abrangente e integradora da presença e da atividade dos CEOs nas plataformas sociais. Além disso, propõe diretrizes metodológicas para pesquisas futuras e descreve três tipos de CEOs sociais: ativos, moderados e passivos.

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