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CEOs Keep Quiet on Twitter
By: Janet Kalandranis
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Most every brand knows that in order to play in the big leagues they must embrace social media. This doesn’t mean simply having accounts, but truly using them to connect and engage with customers and elevate the brand to the next level. Because of this, successful brands have full-blown Twitter strategies, teams that support the initiatives, and a never-ending conversation of how to make it better. But guess what is lacking? Individual Twitter accounts. No, not from every employee, but from CEOs of Fortune 500 brands. That’s right — it’s like everyone is seeing who can stay quiet the longest and so far all are winning. But staying quiet doesn’t give any brand differentiation and it doesn’t help give customers an inside look into who runs the brand day-to-day. It may not seem important because each brand has a solid Twitter initiative, but maybe a little personal insight into the thinking of the head of the brand might be that much better.

Here are the stats — almost 70% of Fortune 500 CEOs have no presence on Twitter. It’s understandable that these are busy folks running successful brands, but it also seems like they might be stuck in 2003. It’s now 2013 and customers look to a brand’s social media presence to make decisions about engagement, purchases, and ultimately the success of the brand. Yes, each brand has a Twitter platform, but CEOs should be jumping at the chance to show a little connection with current and potential customers. Imagine the impact it would have for CEOs to talk a bit about what they do day-to-day, how they think, and ultimately what makes them successful. Since there are few brands in the marketplace already doing this, the impact of a strategy like this could be quite successful. Of course the CEO, could have help managing their account, but still give followers an inside look into why they should keep loving the brand or at least start.

Not long ago there was a clear divide between those who ran a brand and the brand itself. Today the story is much different. Customers are looking for any and all information on a brand and they want to know the inside scoop. Actually, they don’t just want this information, they now expect it. The ability to connect with brands and those that run them is an important part in the engagement story. A customer who is able to fully understand who and what the brand is makes them more likely to either fall head over heels in love or turn the other way. But those that fall in love fall hard. It’s time for CEOs to embrace 2013, embrace putting themselves in the spotlight, and understand that it’s not about who they are, but about who they are for the brand.

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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