What CEOs Should Consider Before Addressing Sensitive Topics on Social Media
In decades past, CEOs would comment on sensitive issues impacting the world by way of internal memos or quotes to reputable news publications, which was considered a safe and selective means to share their insights.
However, the rising use of social media among the C-suite has presented a new perch for executives to espouse their views on issues ranging from the pandemic to conflicts in Israel and Ukraine when they determine it is a good moment to do so.
While social media has made it easier to weigh in on those sensitive topics, many companies rightfully question whether their leaders should contribute to the chorus of opinions online.
H/Advisors Abernathy explored this quandary in its second annual “Social in the C-Suite Report,” by looking at how CEOs used their social voice to opine on an array of sensitive issues.
Below are key insights that can help CEOs, and their communications teams determine how to best use executive channels amidst a critical news cycle.
Only the most social savvy CEOs are posting on social media during a sensitive news cycle.
While grand statements from CEOs might feel ubiquitous during an intense news moment, our research revealed that only 20% of CEOs took to social media to share their views on headline-making topics. Even the executives who earned LinkedIn’s “Top Voices” designation remained careful in their approach, as just 20% of the cohort we researched opined publicly on critical issues.
CEOs who chose to comment one or more of these issues saw a surge of engagement, as those posts ranked third among the most liked, shared or commented on for leaders on social media.
Notably, many leaders who did weigh in on those topics were not new to social media, often having already established a following, post cadence and reputation related to commenting on social issues. This highlights the importance of building relationships with stakeholders online before a critical issue arises.
Sentiment on social posts addressing critical issues will vary.
CEOs who share thoughts on sensitive topics can expect to receive a mix of positive and negative engagement online. When commenting on such topics such as elections, reproductive rights or international conflicts, CEOs received a net negative sentiment rating (11%) vs. a positive sentiment rating (5%), signaling a decidedly mixed reception from the public.
Commentary related to international conflicts like the war in Ukraine or the Israel-Palestine conflict earned a net 16% negative rating – five points worse than the category average.
Aside from the sentiment variance, posts on sensitive issues have the potential to go viral. Microsoft CEO Satya Nadella’s comments on the Israel-Palestine conflict, for instance, were among the most-shared posts on the topic among his executive peers.
When CEOs comment on high profile issues they can virtually be guaranteed that there will be a public response to their thoughts, making it critical to measure the risks and rewards of speaking out.
Posts on social media will reach more people than across other media channels. Executive social media posts are at risk of going viral at any moment, which can be positive or negative depending on the topic and how the statement is received among the company’s core stakeholders.
H/Advisors Abernathy research showed executive statements shared online reached 53% more readers and viewers than those offered only in traditional print, audio or broadcast news, making social media among the most impactful tools in generating message reach for CEOs. That reach is driven in part by an increase of likes, shares and comments received on executive social media posts. With every new click, algorithms serve the trending posts to new users, helping increase visibility hour-by-hour.
Executives should expect that commenting online will likely mean that they will join a heated news cycle, so they should be sure to have the right message centered on their values and their company’s business interests.
Our Advice:
CEOs should be careful and selective in their approach to posting on critical issues, avoiding the impulse to “say something” and instead consider whether their voice adds a unique perspective to the ongoing conversation. Leaders should also consider how a statement made online will help, harm or hinder their company’s reputation, as stances made publicly can be seen as reflective of their company values.
