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Most CEOs still don't get social media

Matt Kapko | Sept. 24, 2014
Social media participation among the world's leading CEOs is inching upward, but the overall level of activity is still surprising low. Almost seven out of every 10 Fortune 500 CEOs have no social media presence at all.

Zuckerberg's fan page has more than 29 million followers while HP CEO Meg Whitman comes in at a distant second with a little more than 210,000 followers. Whitman is also the only CEO with a fan page that hasn't been updated in more than 100 days.

 LinkedIn is the Entry Network' of Choice for CEOs
The number of CEOs on LinkedIn dropped this year, but research also indicates that those still using the network are more active.

Nineteen of the 127 Fortune 500 CEOs on LinkedIn are on the network's official list of 500 "influencers" and nine of those joined the platform in the past year, according to the report.

Four CEOs Whitman, Jamie Dimon of JP Morgan, Jeffrey Immelt of GE and Arne Sorenson of Marriot have more than 100,000 followers on LinkedIn. The report defines LinkedIn as the "entry network" of choice among CEOs with nearly half of all social CEOs only participating on LinkedIn.

The Outliers Google+ and Instagram
Google+ is undoubtedly the most underutilized social platform of all with only eight CEOs using the service, according to the study. Participation is up from 1 percent last year to 1.6 percent today.

Instagram may not be the most obvious social media outlet for Fortune 500 CEOs, but it's still attracting more interest than Google+. Thirteen, or 2.6 percent, of the Fortune 500 CEOs have Instagram accounts but most of the sharing there is decidedly personal in nature.

"Social media gives business leaders a way to burnish their personal and corporate brand, as well as listen to the community at large and respond to the issues that matter most to their company and customers," says Josh James, founder of CEO.com and Domo, commenting on the report's findings. "It also gives them a powerful communications channel to share what's most important and drive understanding and alignment around key issues. CEOs who truly understand and appreciate the power of social media will have a significant competitive advantage in the future."

 

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