Brand trust and the influence of the C suite . . .

Brand trust and the influence of the C suite . . .

Use social media to cement trust for your brand from the inside out!

As reported by Steve Olenski[1] in MarketingProfs Daily Fix Blog in December 2012, a BRANDfog survey of CEOs identified that:

‘the more C – level execs use social media, the more trust they establish not only with their customers and prospects, but also with their very own employees.’

The following results are taken from the survey as reported in the Olenski blog:

Q 5 Are you more likely to trust a company whose CEO and leadership team openly communicate via social media about their core mission values and purpose?

  • Much More Likely
  • More Likely
  • Less Likely
  • Doesn’t Make A Difference

31%

51%

2%

16%

Are you more likely to buy from a company whose values and leadership are clearly defined through CEO and executive leadership participation on social media?

  • Much More Likely
  • More Likely
  • Less Likely
  • Doesn’t Make A Difference

23%

54%

3%

20%

Of further interest are the following results extracted from survey and reported in Olenski’s blog:

  • 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 above statistics confirm the proposition detailed in my blog entitled CEOS Respect Your Influence.[2]   In that blog I made the following comment:

CEOs, don’t underestimate the value of your experience and position in the realm of all things social. People listening on these platforms want to hear your voice, your views, your message and by doing so have a greater capacity to measure the pulse of the organisation via the beat of the “CEO’s drum”.  And know this, it produces an awesome BEAT!

As summarised by Olenski:

The wise, smart and socially savvy C-level execs will realise (or have already realised) that consumers want to know you are out there, that you are engaging with them. 


[1] Steve Olenski named on the Top 100 Influencers in Social Media by Social Technology Review.  Steve is a freelance writer and blogger. He has worked on some of the biggest brands in the world and has over 20 years experience.

[2] http://clickonsocial.com/ceos-respect-your-influence/