Why Facebook’s CEO Mark Zuckerberg fails to make the top 10 list of CEOs with the best social media presence
It pays to be connected via social media these days, especially if you are running a multibillion-dollar company.
The global business advising firm, Brunswick Group, conducted a study to determine the top 100 connected CEOs, based on their digital presence and factors such as activity, whether they are verified, and their use of four main social media platforms: Twitter, Facebook, Instagram and LinkedIn.
Leadership has been fundamentally redefined. A modern leader needs to influence, inspire and inform people with direct, engaging and authentic digital communications
The Connected Leadership Survey, which tracked the social media presence of 790 business leaders, shows that only 48 per cent of CEOs of firms on the American stock market index, the S&P 500, and FTSE 350, the index of companies primarily listed on the London Stock Market, have social media accounts.
Despite this, staff say they would prefer to work for CEOs who have a social media presence, by a ratio of two to one. LinkedIn is the most popular platform for CEOs, with 44 per cent of them maintaining a presence on the site.
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“Leadership has been fundamentally redefined,” said Craig Mullaney, a partner at Brunswick Group.
“A modern leader needs to influence, inspire and inform people with direct, engaging and authentic digital communications.”
Doug McMillon, CEO of Walmart, which runs a chain of hypermarkets and discount department stores, earned the top spot for his frequent photo and video content, which show both his professional and private life.
He is also verified across all four social media platforms.
Despite being titans of social media, Facebook CEO Mark Zuckerberg scored 670 on the index, ranking him 51st in the top 100, while Twitter CEO Jack Dorsey is ranked 69th.
Check out the top 10 connected CEOs.
10. Ed Bastian, CEO of Delta Air Lines, the US airline
Platforms: LinkedIn
Score: 780.1
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9. Lynn Good, CEO of Duke Energy, the electric power company
Platforms: LinkedIn
Score: 780.2
8. Mary Barra, CEO of General Motors, the US vehicle manufacturer
Platforms: Twitter, LinkedIn
Score: 780.3
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7. Ben van Beurden, CEO of Royal Dutch Shell, the British-Dutch oil and gas company
Platforms: Twitter, LinkedIn
Score: 788
6. Hans Vestberg, CEO of Verizon Communications, the US telecoms conglomerate
Platforms: Twitter, LinkedIn, Instagram
Score: 788.7
5. Dan Schulman, CEO of PayPal, the US company running a worldwide online payments system
Platforms: Facebook, Twitter, LinkedIn
Score: 795.3
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4. Adena Friedman, CEO of Nasdaq, a US stock exchange
Platforms: Facebook, Twitter, Instagram, LinkedIn
Score: 799
3. Ramon Laguarta, CEO of PepsiCo, the US food, snacks and drink corporation
Platforms: Facebook, Twitter, LinkedIn
Score: 802
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2. Brent Saunders, CEO of Allergan, a pharmaceutical company
Platforms: Twitter, LinkedIn, Instagram
Score: 815.3
1. Doug McMillon, CEO of Walmart, the US chain of hypermarkets and discount department stores
Platforms: Facebook, LinkedIn, Instagram
Score: 828.7
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This article originally appeared on Business Insider.
- Connected Leadership Survey – tracking activities of 790 bosses of firms listed in US and London – finds only 48 per cent use platforms such as LinkedIn and Instagram