I came across Allergan’s CEO on twitter following the hashtag #forbeshealth. I was in awe. Yes! All pharmaceutical CEOs should be on Twitter. We live today in society where people can directly interact with others and establish human relationships. This is definitely a excellent example of pharma’s new role in the social media universe.
1) What is influence and what makes someone influential on social media?
Hootsuite sums it up very nicely “an influencer is quite simply someone who carries influence over others”
In the social media world a social media influencer can influence others mainly through engagement. They carry on conversations, respond and ask questions, give their opinions, even outside the business sector.
2) Can CEOs be social media influencers?
Yes. Most of the success will rely on their distinctive online personality. Below are a few of the non pharmaceutical CEOs that are on twitter:
Tim Cook (@tim_cook)
Mark Cuban (@mcuban)
Elon Musk (@elonmosk)
Jack Dorsey (@jack)
Jeff Weiner (@jeffweiner)
The wining factors are having that distinctive online personality; being outgoing and authentic; and directly communicating with people.These CEOs have understood that the social media platforms aim is establish human relationships. Being “social” on “social media”. People today want and can engage in conversations with thought leaders, and that includes CEOs.
3) Any pharmaceutical CEOs on Twitter?
It is very exciting to see also that some pharmaceutical CEOs are taking this leap and are engaging on Twitter:
Brent Saunders (@brentlsaunders) Allergan CEO
Axel Steiger (@axel_steiger) Bayer Benelux CEO
4) How can you recognize influence or the capacity of a CEO to influence?
Generalists, those CEOs that share broad information and links. However, they tweet very little information regarding any new initiatives.
Expressionists, these CEOs mainly share their opinions. Mainly see Twitter as way to build their self brand.
Information Mavens, CEOs that share links to information and news.
Business Mavens, these CEOs although their tweets are mainly business related, they have a healthy mix of opinions, information, new initiatives.
5) What are some of the overall business benefits of CEOs being on social media?
First and foremost it allows for creating human connections with followers. This indirectly creates a connection with the company. A retweet can be very powerful too. The more followers you have the more easily it becomes to spread your message. When tweets are re-tweeted they can reach a greater and even diverse audience.
Hexagon, Crimson. “How CEO Influencers Impact Social Branding on Twitter.” How CEO Influencers Impact Social Branding on Twitter | Crimson Hexagon. Web. 10 Dec. 2016.
“How CEOs Can Leverage Twitter.” MIT Sloan Management Review. Web. 10 Dec. 2016.
Why CEOs should be on Twitter. Twitter UK. Web. August 22, 2013