A report from BRANDfog found that prospects are more trusting of businesses when CEOs and other executives are active on social networks. According to the study, the transparency, accessibility and – in many cases – expertise conveyed by executives who discuss their industries on social networks led to improved perceptions. Brands might take this as their cue to develop social marketing strategies for corporate and employee accounts.
Fifty-one percent of respondents said they are more likely to trust businesses with active social presences, while 31 percent are “much more likely,” BRANDfog said. Just 18 percent reported that it had a negative impact or no effect on their perception of a company.
Aside from the transparency associated with the channel, businesses have also found that social media marketing is a valuable tool for improving sales and lead generation. Furthering this effort with insight provided by executives can only help a company boost brand recognition.
In terms of the companies using social, 86 percent said their CEO’s social presence was important for the success of their campaigns.
Active use of social media marketing is important for the success of other new media marketing campaigns. Brafton recently reported that using Twitter, Facebook and other platforms can boost the value of content marketing initiatives as the platforms can drive traffic and engagement.