So the chief executive is a human after all…

According to a newish survey by BrandFog, CEOs who use social media are more likely to be trusted by both employees and customers.

Seems like a nice chap
And it’s true; recently I was looking for a bank account to put some money in and found some good rates at a less than well known building society. Having checked on the FSA’s website that it was in fact registered (I said it wasn’t very well known), I then had a quick peruse on their website and found an engaging blog recounting the chief exec’s gardening experiences. Gullible I may be, but I felt that here was a person to be trusted and promptly deposited my money in to his (or at least the society’s) hands.

So a blog, regular tweeting or whatever social media channel you’re using, can influence the purchasing decision; but how do you get your chief exec to engage? Inevitably, it will be the communications team trying to encourage their chief exec to use social media and almost as inevitably they’ll end up drafting content to try and make it easier.

People will spot a blogus
But here is the dilemma: tone of voice and authenticity is absolutely at the heart of getting social media right – people will spot a bogus blog (blogus?) a mile off. Making sure you can replicate his or her style while getting the right content is critical and you can only do that with regular access and their engagement in what you’re trying to do.

Of course in an ideal world, your chief exec will write it themselves and it’ll be engaging, interesting and you can sit back and watch the trust in your company and its senior management steadily grow (you might even pick up some gardening tips).

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