Brand social media accounts will likely continue to rank among the most important tools for successful businesses as we move further into the 21st century. I assume most marketers would agree, given the pervasive presence of Twitter’s “Follow” plug-in on myriad company websites. However, marketers—especially those C-level or higher—can sometimes underestimate the power of their personal social media accounts. CEO.com reports that 68% of Fortune 500 CEOs have absolutely zero presence on social networks; nearly the exact same figure from the same study last year.
These figures, to me, are downright jarring. Imagine such numbers in 2020, which will certainly be well into the next phase of digital maturation. It behooves modern marketers to begin to carve out their social niche now. Should they refuse to change, marketers run the risk of alienating themselves—and their brands—from reaching a rapidly expanding demographic that’s grown up with and continues to interact in a digital environment; one where brands, celebrities, family, and friends are equally a simple Twitter handle or hashtag away.
Here are five examples of active and engaged executives using social media.
Mark Benioff, CEO of Salesforce
It’s National Be Kind Online Day! Join me in taking the pledge to be kind online. Are you in? http://t.co/57sh2yEH8Q #iminpledge
— Marc Benioff (@Benioff) October 23, 2014
A rainbow appears over The Giants with an important cloud! A sign of a great victory coming! Let’s go Giants! pic.twitter.com/eRLad7OSnp
— Marc Benioff (@Benioff) October 26, 2014
Phil Spencer, Head of Xbox
@zZushin We will work to make you happy you made the purchase. Thanks.
— Phil Spencer (@XboxP3) November 1, 2014
@rezurrection115 @PNF4LYFE No issues. Not every move we make will be popular but when some makes an assertion like that I’ll respond.
— Phil Spencer (@XboxP3) November 1, 2014
Shuhei Yoshida, President of Worldwide Studios at Sony
@yosp thanks!
— MemzEffect (@MemzEffect) November 1, 2014
@WonderCh33se we are aware some people are experiencing the issue, our team is working on it, sorry for the inconvinience
— Shuhei Yoshida (@yosp) November 1, 2014
Marissa Mayer, CEO and President of Yahoo
Photo: Q3 earnings! http://t.co/U2EM8koL5d
— marissamayer (@marissamayer) October 21, 2014
Yahoo responds to @mlevchin‘s #ALSIceBucketChallenge and throws to @jack, @travisk, and @davidkarp! https://t.co/BtSgsVg2Dg
— marissamayer (@marissamayer) August 19, 2014
Russell Simmons, Cofounder of Def Jam
My Vote Matters! I’m committed to voting and advocating for solutions to police brutality and gun violence. #IMatter http://t.co/73Kzd2sabz
— Russell Simmons (@UncleRUSH) November 3, 2014
Judgment of the people in the situation is not helpful. How can you help them is the question.
— Russell Simmons (@UncleRUSH) November 3, 2014
