Knoxville, Tenn. – How social is your company? The answer may be found within your CEO’s level of activity with social media tools like Facebook, Twitter and LinkedIn.
In a recent survey of more than 300 business leaders in East Tennessee, Ackermann PR found that the scales are tipping toward social media with a majority of CEOs – 61% –using social media for personal use. Contrast that statistic with numerous sets of data from 2010 that show less than half of CEOs were using social media to engage with the public and other stakeholders.
“We suspected that businesses in East Tennessee were moving beyond the experimental stage with social media,” said Cathy Ackermann, President and CEO of Ackermann PR. “And while that’s what the results show, many CEOs are still trying to figure out how it fits in with their overall marketing and communications mix.”
Some of the survey’s key findings include:
- 46% of respondents are using social media primarily for branding and awareness
- Facebook is the most popular, with 54% of respondents using Facebook
- 39% of respondents say these social media activities have had minimal impact on their businesses so far while 27% said impact has been small but noticeable
- 40% indicated they are not sure about how to track or measure their social media activities
Ackermann says one of the most significant hurdles that businesses are encountering is employee training and participation. “The survey showed some concern on the part of CEOs regarding the allocation of resources to social media activities.”
These same issues were raised at the recent Social Slam event, held in Knoxville in April. Ackermann’s Digital Strategies Manager, Shane Rhyne who participated in Social Slam says, “Upper level participation was a common theme of Social Slam presentations. The businesses reaping the best rewards from social media were also those businesses where the CEO and other senior level leadership had taken an active role in participating in social media.”
The companies whose CEOs are engaged in social media are often more likely to be using social media for business purposes. “We can help CEOs find the right balance for their company, whether they’re personally involved with social media or not. Because there is one thing we know – using social media strategically can greatly enhance a company’s bottom line,” says Ackermann.