Each day, approximately 73 percent of Americans use Facebook, while only 27 percent use Twitter and a mere 17 percent go on LinkedIn, according to a recent Springboard America survey. With Facebook's growing popularity, how can CEOs be sure to maximize their social media presence?
The Wall Street Journal has set out to answer that very question. On Facebook, top executives are subject to closer analysis than the average manager, which amplifies the opportunities and risks involved in sharing information.
Here are seven mistakes for CEOs to steer clear of while utilizing Facebook, according to WSJ contributor Alexandra Samuel.
1. Disregard it. If a CEO ignores or passively uses Facebook, he or she runs the risk of becoming disconnected from the rest of the world. Ms. Samuel calls this "fall[ing] into CEO World." Disregarding Facebook makes CEOs out of the loop on key aspects of their customers' lives.
2. Post about everything. Sharing personal opinions and family photos is fine and good for an average Facebook user, but not for a CEO. "As public figures, CEOs need to use Facebook as if every single thing they post (including comments on their friends' posts) could be on the front page of tomorrow's paper," Ms. Samuel writes. However, CEOs shouldn't neglect that publicity — it can be useful in promoting certain insights to their consumers.
3. Not be human. Although a CEO's Facebook should be business-focused, don't fall into the trap of sounding unapproachable. Posting a hint of personal news or a personal interest — such as a favorite nonprofit or a good read — will help make CEOs more personable and will add a human-like element to their online demeanor.
4. Breach employees' privacy. "CEOs shouldn't send friend requests to employees — but should accept any internal friend requests that come their way," Ms. Samuel writes. In the same manner, unless an employee tags their CEO in a post, executives should refrain from commenting on their employees' posts.
5. Refuse help. It's nearly impossible for a CEO to man his or her Facebook alone, so involving the company's social media team is a must. The team can assist with content and ensure the CEO doesn't sound too corporate in posts. However, a CEO should be sure to review and edit each post before it goes online.
6. Form numerous profiles. Instead of creating multiple Facebook accounts, CEOs should keep one authentic profile. Not only is having numerous personas an infringement of Facebook's terms of service, but it's also risky. A CEO could accidentally share certain content to the wrong audience. Avoid the problem by keeping one profile with different lists.
7. Not ask questions. Facebook is the perfect medium for gathering feedback from customers and employees. "While CEOs should avoid asking for input on hot-button issues or ideas they can't deliver on, they can build their understanding of customers by asking open-ended questions like 'What do you think is going to be the biggest trend in our industry this year?' or 'What's the best customer experience you had this month?'" After asking a question, be sure to follow up with updates.