Leaders, by definition, go first. That’s why it’s so astounding that 70% of Fortune 500 CEOs still do not have a social presence. Every day, new studies arise making the case for social CEOs — and the benefits to employees, shareholders, customers and influencers. At a time when most of the planet is online, your company — and its reputation — cannot afford to be left behind.

1. A NEW LEADERSHIP IMPERATIVE: A SOCIAL CEO
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A NEW LEADERSHIP
IMPERATIVE: A SOCIAL CEO

2. A NEW LEADERSHIP IMPERATIVE: A SOCIAL CEO
© MWW GROUP, ALL RIGHTS RESERVED 2
Leaders, by definition, go first. That’s why it’s so
astoundingthat70%of Fortune 500CEOs 1stilldonothave
a social presence. Every day, new studies arise making
the case for social CEOs — and the benefits to employees,
shareholders, customers and influencers alike.
At a time when most of the planet is online, your company
— and its reputation — cannot afford to be left behind.

3. A NEW LEADERSHIP IMPERATIVE: A SOCIAL CEO
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Change is the law of life and
those who look only to the past
or present are certain to miss
the future.
John F. Kennedy

4. A NEW LEADERSHIP IMPERATIVE: A SOCIAL CEO
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WHY SOCIAL MATTERS
We’ve seen the power of social media in reaching consumers and its impact on building brands. But there is
an even greater, untapped opportunity for CEOs to use it as a strategic tool for building trust & relevance, a
strong corporate culture and long term shareholder value.
OF PEOPLE
BELIEVE SOCIAL
CEOS WILL
ENHANCE THE
COMPANY’S
BRAND2
94 OF PEOPLE ARE
MORE LIKELY
TO TRUST A
COMPANY WITH
A SOCIAL CEO2
82
OF PEOPLE
THINK SOCIAL
CEOS ARE
BETTER
EQUIPPED
LEADERS2
81OF PEOPLE ARE
LIKELIER TO BUY
A PRODUCT OR
SERVICE FROM A
COMPANY WITH
A SOCIAL CEO2
77

5. A NEW LEADERSHIP IMPERATIVE: A SOCIAL CEO
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YOUR REPUTATION DEPENDS ON IT
Leadership and reputation go hand in gand. Leaders need to be on the front line to build trust, and social
media provides the tools to do that. Employees, customers and shareholders are demanding that CEOs exhibit
accountability and transparency in everything they say and do. People want the ability to hear directly from the
C-suite. Social media has created an open environment where CEOs can personally demonstrate leadership,
communicate their vision and provide transparency, rather than just act “on behalf of their companies.”
And for CEOs looking to reach their key stakeholders with the right — and relevant
— messages, they should look no further than social media. A real-time focus
group, social media helps leaders be more “in-tuned” to the people who matter
most, and make more authentic, meaningful connections.
93%
63%
of people believe a
social CEO improves
reputation in good
times and bad2
of a company’s market
value is attributable to
reputation3
contribution to
market cap in S&P
500 companies for
corporate reputation4
$3.0TRILLION

6. A NEW LEADERSHIP IMPERATIVE: A SOCIAL CEO
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ENHANCING SHAREHOLDER VALUE
Don’t think investors are impacted by social media? Think again. In
the wake of recent corporate scandals, crises and bailouts, investors
are looking for companies — and their leaders — to demonstrate
a renewed commitment to transparency and public accountability.
Social media offers CEOs the tools to communicate a clear strategy
and story behind the numbers — one that earns them more credit on
Wall Street than their non-social counterparts.
At the same time, we know that intangibles like leadership, vision and quality
of management have a very tangible impact on valuation. Social media makes
delivering on those intangibles clear and straightforward. It allows a company to
communicate effectively, directly and obtain real time feedback.
52%
80%
15.7%
7
of analysts factor an
assessment of senior
leadership strength
into their company
valuations5
of analysts give
companies a premium
valuation based on
effective leadership
teams5
valuation premium
for companies with
effective leadership5
likelier for analysts to
discuss clear strategy/
intentions of a company
with social CEO6
TIMES

7. A NEW LEADERSHIP IMPERATIVE: A SOCIAL CEO
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BUILDING A CORPORATE CULTURE
Everyone wants to be part of a collaborative and transparent workplace culture that provides employees
access to leadership and encourages information sharing. Social media can help create intimacy in
organizations big and small, offering a virtual “open-door policy;” that gives leaders an opportunity to make
meaningful connections instantly.
Not only can social media create an open work
environment, but it can also unlock tremendous value
within and across an organization. From generating
new consumer insights, streamlining communication
between different parties, crowdsourcing product ideas,
and increasing productivity, companies can create
tangible value through social media. The most successful
companies work hard to create a culture of collaboration,
communication and trust — and it begins at the top.
How can you expect your employees to be transparent,
progressive and collaborative if you aren’t taking the same
opportunities? Great leaders lead by example.
78%
OF EMPLOYEES
WANT TO WORK FOR
A SOCIAL CEO2
TRILLION
AMOUNT SOCIAL
TECHNOLOGIES STAND
TO UNLOCK IN VALUE2
$
1.3

8. A NEW LEADERSHIP IMPERATIVE: A SOCIAL CEO
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CREATING BRAND AWARENESS
A company’s brand - built on trust and relevance - is one of its greatest assets. The role of social media in building communities
of brand advocates is well documented. Adding a socially engaged CEO can add even greater opportunities for the brand. Socially
active CEOs can shape the conversation, influence the influencers and convert brand loyalists into brand advocates. According to
recent research, a social CEO can help drive broader media coverage on a greater spectrum of brand-building topics, such as a
company’s corporate social responsibility efforts, corporate culture, and leadership qualities beyond the standard business news.
CREATIVE
APPROACH
APPROACH TO
STRATEGY
APPROACH TO
INNOVATION
COMMITMENT
TO AN IDEAL /
CAUSE
5.1x 4.6x 4.1x 1.5x

9. A NEW LEADERSHIP IMPERATIVE: A SOCIAL CEO
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CRISIS MANAGEMENT
In the age of social media, there is no such thing as a small issue. Almost 75% of CEOs8
are involved with
crisis resolution, and social media provides a powerful tool to manage crises, understand the relevant issues,
and respond with clarity and effectiveness.
Leaders are expected to be informed
and in charge, and at no other time is
transparency at a greater premium.
CEOs can use social media to keep in
front of the news cycle and instantly
connect with stakeholders that can
mean the difference between a positive
and negative perception of the entire
situation.
70%
93%
companies report
experiencing a threat to
their reputation8
of employees from
various companies
believe having a social
CEO helps during crisis
management2

10. A NEW LEADERSHIP IMPERATIVE: A SOCIAL CEO
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SOCIAL CEO Rx: WHERE TO START
SHARE CONTENTS & FACTS
Social media provides an excellent
opportunity for sharing information
about corporate developments, in the
CEOs own words and voice. But the real
opportunity is sharing something beyond
just corporate news. Show people more
than just what is written in your company
bio. Let people know what’s on your
mind, and give an otherwise faceless
corporation a human side that people
can relate to.
SHARE INSIGHTS
Move past the “who”, “what” and “where”
information and provide the “why”. Use
social media to position yourself as a
thought leader and a go-to-resource
for employees, customers and everyone
in between. Share your views on your
industry and issues that matter to you.
Reinforce your company’s culture,
leadership qualities and core values, and
become the voice of an entire industry.
CONNECT & ENGAGE
Be accessible and relevant. Begin to
engage with your key stakeholders
through social media and exchange ideas
and conversation in real time. Through
engagement you can begin to build
connections with the people that matter
most to your company and create strong
relationships that will be invaluable as a
leader.

11. A NEW LEADERSHIP IMPERATIVE: A SOCIAL CEO
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SOURCES
1. CEO.com: 2012 Social CEO Report
2. Brandfog: CEO, Social Media Leadership Survey
3. KRC Research
4. Echo Research: The Value of Corporate Reputation
5. Deloitte: Leadership Premium Study
6. MWW
7. McKinsey Global Institute: Unlocking value and productivity through social technologies
8. Weber Shandwick: The Rising CCO 4

12. FOR MORE INFORMATION, PLEASE CONTACT:
Carreen Winters
Executive Vice President, Corporate Communications Reputation Management
201.964.2410 | cwinters@mww.com
MWW
304 Park Avenue South, 8th Floor
New York, NY 10010
212.704.9727
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