Study: 65% Of Australia’s Largest Listed Company CEOs Are Snubbing Twitter

Study: 65% Of Australia’s Largest Listed Company CEOs Are Snubbing Twitter
SHARE
THIS



New research has found that many Aussie CEOs are snubbing social channels despite there being more than 2.4 billion active social media users globally, and ongoing evidence that social media significantly impacts people’s buying decisions.

Just 35 per cent of the CEOs of Australia’s 20 largest listed companies are active on Twitter, and only half have a LinkedIn profile, according to proprietary research from The IMPACT Agency and ECCO International Communications.

The research analyses the social media presence of CEOs of the largest listed companies in Australia and more than 17 countries, revealing significant differences in CEO social media participation and engagement around the world.

For those Australian CEOs that do have a social media presence, frequency of posts and engagement is relatively low, according to the research.

The average number of posts for CEOs who are active on Twitter is one per week, with an average of 8.2 retweets. For those 10 CEOs on LinkedIn, only two have ever posted content on their account.

Interestingly, prominent careers do not equate to social media prominence globally, with Australian CEOs on par with other countries’ results:

  • Globally, just 14 per cent of CEOs are on Twitter and 41 per cent are on LinkedIn.
  • Australian CEOs rank fourth in terms of total presence on Twitter and LinkedIn, sitting behind France, Norway and the Czech Republic respectively.
  • France has the largest number of connected executives, with 35 per cent on Twitter and 70 per cent on LinkedIn.

US CEO Tim Cook (Apple) is in a league of his own in the Twitter popularity stakes with more than five million followers, followed by Russia’s Sergei Galitsky (Magnit) with 167,000 followers. Third is Australia’s Andy Penn (Telstra) with just over 40,000 followers.

Team USA also takes out top individual honours on LinkedIn, with Microsoft CEO Staya Nadella the most followed CEO with over 1.5 million followers.

UK’s Paul Polman (Unilever) has 500,000 followers on LinkeIn, and Germany’s Bill McDermot (SAP) comes in third with 178,000 followers.

Both Germany and Russia have only one CEO on Twitter and three on LinkedIn.

So, with Twitter and LinkedIn collectively providing a direct connection to more than 434 million active users, why aren’t CEOs leveraging these channels to connect with their customers, clients, investors and stakeholders?

Is it time, or lack thereof, or is their fear of ‘stuffing up’ and being trolled? Or has the Trump-style use of tweets as a stream of consciousness, instead of an effective communications amplification tool, hindered adoption?

Perhaps it’s because the average Australian CEO is in his mid-fifties – a demographic that has lower participation on these social platforms?

Another recent study shows CEOs who are social media savvy not only improve a brand’s reputation, but also become better leaders.

The study concludes that compared to executives who aren’t active on social media, CEOs who are social savvy are 89 per cent better at empowering others, 52 per cent stronger at compelling communication, and 46 per cent more influential.

Please login with linkedin to comment

Aussie CEOs CEOs ECCO International Communications The IMPACT Agency

Latest News

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll
  • Marketing

Former Deputy PM Julie Bishop Now Has Her Own Barbie Doll

Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]

Digital Marketing Agency Whitehat Debuts New Website
  • Marketing

Digital Marketing Agency Whitehat Debuts New Website

Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020,  Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]

Fintech Start Up DiviPay Bolster Team With Head Of Accounting
  • Marketing

Fintech Start Up DiviPay Bolster Team With Head Of Accounting

Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]

Adhesive Wins PR For Domain Group
  • Marketing

Adhesive Wins PR For Domain Group

Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month
  • Media

New Podcast ‘Come Out Wherever You Are’ Launches On LiSTNR For Pride Month

Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]