How CEOs can leverage twitter

• Autores: Claudia Kubowicz Malhotra, Arvind Malhotra
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 57, Nº 2, 2016, págs. 73-79
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • While a number of companies have embraced Twitter, many CEOs don't leverage the power of Twitter to the fullest extent. As of September 2014, only 42 Fortune 500 CEOs had Twitter accounts. Of those, only about 70% were truly active and tweeting in a meaningful way. One high-profile Twitter user is Elon Musk, CEO of Tesla Motors Inc. and SpaceX. Musk typically tweets numerous times a month, and his tweets sometimes contain new and exciting information. Twitter, one of the worlds leading social media platforms,2 has more than 300 million active users. In contrast to Facebook, which skews heavily toward personal communication, Twitter is used more actively for business. As a result, brand managers, customer service agents, and other businesspeople became early adopters so that they could stay abreast of the streams of information they cared about. Rather than waiting for impressions to be driven by the media or individuals with ulterior motives, CEOs can use tweeting to help shape their public image and that of their companies. This article describes the opportunities for CEOs.