CEOs and social media haven’t always made the greatest of bedfellows – while some chief execs seem to spend almost all of their spare time online, many others don’t bother at all – new research from Domo and CEO.com has revealed that the heads of America’s largest companies are gradually coming around to the idea of social networking, certainly when it comes to Twitter and linkedIn.

Facebook and Google+? Not so much.

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Which CEO has the most influence when it comes to social media?

Warren Buffett? Nope. Michael Dell? Not a bad guess, I suppose. Twitter’s Dick Costolo? He’s up there. AOL’s Steve Case? Good try. Richard Branson? You’re getting warmer.

Facebook’s Mark Zuckerberg? According to this study, he doesn’t even make the top fifty.

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Did you know that 79 percent of Inc 500 CEOs and 30 percent of Fortune 500 CEOs have an active presence on at least one social network?

Twitter leads the way, commanding a healthy 50.3 percent share amongst chief execs, ahead of LinkedIn (47 percent) and Facebook (45 percent), with Google+, as usual, taking home the wooden spoon (12.1 percent).

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We’ve been here before: CEOs don’t do social.

And, despite the massive growth in social networking over the past few years – 2012 was the biggest year that the social world has ever seen – that attitude doesn’t appear to be changing.

In 2010, just 16 percent of CEOs worldwide had a presence on one or more social media sites. Two years later, that number is up a whisker to 18 percent.

Hooray?

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Did you know that a recent survey showed that more than one-third of CEOs fail to consider their company’s social media reputation when making business decisions?

Business to business (B2B) companies are twice as likely to not engage an audience online to defend their reputation as their business to consumer (B2C) counterparts, while smaller firms are slower to respond to online criticism – and often ignore it altogether – than larger organisations.

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Did you know that 16 percent of CEOs say that they use social media as the top way that they engage customers?

But this is just the very tip of the iceberg – CEOs expect their use of social media to more than triple in the next five years, rising to 57 percent of all chief execs.

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Last week we reported on a new study that revealed that 70 percent of the CEOs of Fortune 500 companies have no presence whatsoever on social networks.

When you break it down, LinkedIn fairs the best of the major social channels, with 25.9 percent of Fortune 500 CEOs active on that platform, beating Facebook into second place (7.6 percent). Less than one in twenty-five (3.8 percent) use Twitter.

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As social media becomes an important component of all of our lives, it’s essential that brands adopt a top down approach to the way that they use platforms such as Twitter and Facebook.

CEOs simply cannot afford to leave the business of social media to their employees. As the public face of their organisation, it’s imperative that the CEO develops a thorough working knowledge of the ins and outs of social media – this not only sets a strong example, but shows customers (and shareholders) that the man in charge has his finger very firmly on the pulse.

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