Report: CEOs taking a stand online can boost reputation and sales
Having an outspoken executive can be a blessing or a curse for communications teams, but a recent survey showed that most consumers and employees want company leaders to speak out.
Many chief executives use their online presences to connect with stakeholders and boost their brands—but they should also take a stand on the issues of the day.
BRANDfog and McPherson Strategies recently released a survey titled, “CEOs Speaking Out on Social Media,” which revealed how crucial it is for organizations’ heads to take a stand on political and social issues online.
The vast majority of consumers (93 percent) said they are more apt to purchase when a chief executive issues statements about pressing societal issues and they agree with the sentiment. Eighty-five percent said that a chief speaking out on an issue they care about helps shape brand reputation.
However, an executive taking a stand can also backfire.
Eighty-four percent of consumers said they would probably reconsider buying products and services from an organization after its chief issued a statement with which they did not agree.
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