In the 2025 Social in the C-Suite Report, H/Advisors Abernathy discovered that leaders in the C-Suite are using their presence on social media to redefine public policy conversations.
Our research shows that leaders are not only using online channels to discuss trending policy topics but are also outpacing some lawmakers as influential voices on key legislative issues.
In our latest insights, we explore this shift in influence and learn how CEOs are using their voice on social media to improve their own reputation while helping to inform how the public thinks about and responds to public policy topics.
Are CEOs speaking about public policy issues on social media?
Yes – and the data shows they have been adept at shaping the conversation better than their counterparts on the Hill.
When discussing public policy topics, executives earned nearly three times more positive engagement than policymakers. This creates a relative trust-gap that can serve as an opportunity for executives to lead public dialogue with clarity and credibility. CEOs can often frame issues through a business lens rather than political ideology, placing a unique perspective on how policy can impact their industry, spark or stifle innovation, or affect the workforce.
By grounding their messages in practical implications rather than ideology, CEOs can address complex societal issues without alienating audiences.
What public policy topics are CEOs leading?
Artificial intelligence was among the most talked-about topics for CEOs, as they accounted for over 64 percent of all AI-related posts among legislators and senior executives.
Most CEO posts highlighted optimism and progress, while policymakers’ conversations leaned toward regulation, safety, and ethics. As a result, corporate voices received 1.3x more positive engagement than those of lawmakers. Apple CEO Tim Cook, for instance, achieved a higher impact score on AI than Senator Bernie Sanders — despite having fewer followers and a smaller reach. Cook also managed to best Sanders in positive engagement by 9 percent.
Leaders recognized as LinkedIn Top Voices were twice as likely to post about critical issues as their peers, reflecting a broader shift toward transparency and accountability across executive communications.
What post formats work best when discussing public policy issues?
For C-suite leaders, original commentary outperforms reactive content by a wide margin.
More than half of all CEO posts on sensitive topics in 2024 were original posts rather than reshares or comments and were three times more likely to generate positive sentiment. The difference lies in leadership intent: an owned statement signals authority and confidence, while a shared post or brief comment can be seen as reactive.
Audiences increasingly reward executives who take the initiative to define their perspectives, particularly when they do so with balance, empathy, and a clear link to their company’s mission or values.
Additionally, corporate leaders are increasingly using video to get their message across, as 71% of CEOs used video in their social media content.
Our take
CEOs should use their voice on social channels to help set the stage for public policy set to impact their businesses and industries. Although leaders can face scrutiny, CEOs can strengthen credibility by framing their messages around business impact rather than political ideology. This approach not only minimizes backlash but also reinforces their role as pragmatic and trusted leaders.
H/Advisors Abernathy has conducted a comprehensive analysis of prominent social media accounts, including Fortune 100 CEOs, policymakers and influential business leaders, to understand their content, channel management, and engagement strategies.