Study: 74% Of Respondents More Likely To Buy From Companies With CEO Social Media Engagement

BRANDfog recently released their 2011 Social Media and Leadership Report, which asked the question “Do you believe that CEOs who engage on social media are better equipped to successfully lead a company today?”   The results indicate that both consumers and employees regard CEOs who engage in social media favorably — and this positive image reflects on brand perception as well.

The highlights:

  • 82% of respondents are more likely to trust a company whose CEO and leadership team communicates openly via social media about their core mission and values.
  • 74% of respondents are more likely to buy from a company whose values are clearly defined through CEO social media participation.
  • 86% of respondents rated CEO social media engagement as somewhat important, very important or mission-critical.
  • 94% said C-suite social media participation enhances a brand image.

The results also indicate that C-suite engagement in social media improves consumer opinion of both a brand and its executive leadership.  Over three-quarters of survey respondents, 77%, said CEO participation in social media leads to better communication, while 71% said it leads to improved brand image and 64% said it provides more transparency, as reported by eMarketer.

 Importance of C-suite engagement in social media

The BRANDfog CEO Survey was launched in August 2011 and ran for two months, receiving 400 responses across a diverse spectrum of industries and professionals.  The company does have a vested interest in encouraging CEOs to become more involved with social media: their goal is to leverage technology to “track and improve the brand sentiment of C-Suite leaders and brands, and grow their influence across the Web.”