The chief executive officers of the most successful companies in the US are relatively slow to embrace social media. Nonetheless, two social networking sites seem to have gained traction with Fortune 500 CEOs.
A new study commissioned by CEO.com and Domo revealed the data in the 2013 CEO.com Social CEO Report that examines the social media routines of the top business leaders in America.
The report found that 5.6 percent of CEOs in the Fortune 500 list have Twitter accounts, a 2 percent increase from last year. In perspective, approximately 15 percent of adults who live in the US have a Twitter account based on the latest Pew Internet report.
In addition, 27.9 percent of Fortune 500 CEOs are active LinkedIn users, a 2 percent increase from last year. The professional social networking site still is the only social media platform that is more popular to CEOs than to the public. The same Pew Internet report found that 20 percent of the adults in the US have a LinkedIn account.
Facebook presence for America’s most powerful CEOs dropped from 7.6 percent to only 7 percent. The number on Google+ is relatively static, with only 1 percent active of Fortune 500 chief execs on the network this year, as opposed to 0.8 percent last year.
Josh James, founder of CEO.com and business intelligence firm Domo, said the rise of Twitter users among CEOs is contingent on their desire for a succinct source of information.
The latest Social CEO report found 28 Fortune 500 CEOs who current are on Twitter with an aggregate of more than 2 million followers. Even though a number of CEOs gained followers using a constant string of tweets, other chief execs humbly allowed their star power to walk the talk. For example, ever since billionaire Warren Buffett created a Twitter account, he gained roughly 1,000 new followers per minute.
The study investigated further the Fortune 500 CEOs’ more than 2 million Twitter followers and found both real and fake profiles. It concluded that 30 percent of their followers consisted of fake Twitter profiles.
Here are the notable findings of the 2013 Social CEO Report:
* 32 percent of Fortune 500 CEOs own at least one profile on a social networking site, whereas 68 percent have no social media presence at all.
* Among the 28 CEOs on Twitter, 67.9 percent are active Twitter users. It means 9 CEOs tweeted in the last 100 days.
* Active Twitter users among Fortune 500 CEOs tweet on a daily average of 0.98 times.
* Fortune 500 CEOs gain a daily average of 838 new followers. It drops to only 68.8 followers if Warren Buffett is excluded.
* 140 Fortune 500 CEOs have a LinkedIn account, wherein 25 CEOs have more than 500 connections.
* The most popular CEO on Facebook is Mark Zuckerberg with more than 16 million fans.
To determine the number of CEOs who were using a particular social media platform, and their influence, CEO.com used the FORTUNE 500 list. From May 6 to May 20, 2013, CEO.com gathered data from each CEO on the four major social networks: Facebook, Twitter, Google+, and LinkedIn.