Sprout Social：社交媒体与透明度的演变（英文版）(29页).pdf

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1、From Risk to Responsibility: Social Media thereby inviting others in the organization to serve as brand advocates on the channel. The largest group of consumers (39%) say employees are the most transparent representatives for businesses on social, so any brand hoping to increase their employee advoc

2、acy footprint should put an emphasis on helping leaders “walk the walk” by developing a stronger executive presence on social. The mere presence of a CEO on social media has the added bonus of creating a positive impression of his or her brand. More than half of consumers want CEOs to have a persona

3、l presence on social media, such as their own Twitter handles or Instagram accounts. And 63% of people say CEOs who have their own social profi les are better representatives for their companies than CEOs who do not. This is in addition to the reputational benefi ts CEOs with their own social profi

4、les already earn, such as seeming more approachable, accessible and human. And given every executives consideration for the bottom line, CEOs should be aware that 32% of consumers say that a CEOs transparency on social would inspire them to purchase more from that business. Additionally, almost one

5、in fi ve individuals (18%) would see a CEOs transparency on social as a reason to consider career opportunities at that company in the future. As with social overall, brands must learn what people desire from CEOs on the channel before they can educate company leaders on how to best champion transpa

6、rency eforts. Consumers want CEOs to keep their posts focused on business needs over personal updates, but the bottom line is that CEOs are more likely to make a positive impact when they share transparently on social, no matter what they post about. Its also important to note that 80% of people say