For the past three years, H/Advisors Abernathy has examined how CEOs use digital platforms to shape and protect their reputations, demonstrating that a strong executive presence online is essential for telling a company’s story.

Our research noted that the digital landscape is evolving constantly, driven by new channels, shifting media consumption habits, and unpredictable algorithm changes. These changes have prompted many CEOs and their advisors to ask a critical question: What’s next?

In the 2025 Social in the C-Suite Report, we examined how digital channel trends are reshaping CEO communications and came away with four questions CEOs should ask when looking to update their strategies and keep pace with a rapidly evolving digital landscape.

Do CEOs still need to be on social media?

Yes – CEOs should remain active on at least one social media channel to keep pace with peers and stakeholders’ expectations. Our research revealed that:

• CEOs remain committed to social media: 67% of CEOs have claimed a social media profile in 2025, maintaining a steady year-over-year pace.
• More CEOs are increasing activity on social media: 71% of CEOs with a social profile posted at least once per month—a 47% increase from 2024.
• Most CEOs are still active on social media: Every Fortune 100 industry segment has an active CEO on social media, with 78% of CEOs having at least half of their peers active.

The question is no longer whether CEOs should be on social media, but how do they engage in ways that improve reputation.

Should CEOs use social media to address crises or social issues?

Executives should determine the right time to comment on sensitive topics based on their expertise, track record, and personal values.

However, CEOs best prepared to speak out during critical moments on social media are those who are already active online and have built a reputation around issues they care most about. Whether sharing perspectives on artificial intelligence or public policy, a proactive digital strategy enables leaders to address sensitive topics thoughtfully and reduce the risk of negative news cycles.

Our research shows:

• CEOs need to update their digital profiles to enhance credibility: 32% more CEOs have optimized their online profiles since 2024, preparing them to address a potential crisis before the issue arises.
• Social-media savvy CEOs often make their voices heard on critical issues: 46% of CEOs recognized as LinkedIn Top Voices posted about critical issues—a 26% increase since 2024
• Thought leadership among CEOs requires originality: 51% of CEO content on critical issues consisted of original posts rather than reshares or comments. Original posts also earned three times more positive engagement than other post types.

How are CEOs improving their reputation using digital channels?

In 2025, CEOs discovered that a “quality over quantity” approach drives engagement. Algorithms now prioritize newsworthy, timely, and unique content over volume metrics like post frequency and audience size.

Our research revealed that:

• Posting frequently on social media doesn’t guarantee engagement: CEOs posted 36% fewer times than in 2024, yet engagement rates increased by 19%.
• Large social media audiences can reduce quality engagement: CEOs with more than 32K followers on X saw lower engagement rates.
• Posts about company news perform best for CEOs: Posts about company performance earned the highest engagement and remain the most frequent post type for the third year in a row. CEOs don’t need to address controversial topics to be successful on social media as focusing on business updates earns the most engagement overall.

What channels should CEOs use to reach key audiences?

Industry peers, investors, and policy leaders are the three most engaged audiences following CEOs on social media. Each audience behaves differently when engaging online, pushing CEOs to tailor their approach. Our research showed that:

• LinkedIn remains the channel of choice for CEOs: 70% of CEOs are active, and engagement rates increased by 15% in 2024, the highest among all channels. LinkedIn is also the most popular platform for institutional investors.
• Instagram is gaining traction among CEOs: It boasts the second-highest engagement rate. Each of this year’s Top 20 Most Influential CEO Voices has an active Instagram account.
• X’s relevance continues to decline among CEOs: Activity dropped by 81%, and engagement rates fell below 1%. Despite this, X remains the top channel for policymakers.
• Creative approaches also inform how audiences engage with C-suite leaders online. Notably, 71% of CEOs active on social media use video to make messages feel authentic.

Leaders aiming to stand out should explore channels beyond traditional social media. Blogs, newsletters, and podcasts remain underutilized—only 16% of CEOs use them—even though each rank among the top five most relevant sources for audiences following CEOs.

For a deeper dive into the latest trends among C-suite leaders on social media download the full report: https://bit.ly/HAA_SocialCSuite2025