More CEOs are gravitating toward social media to capture insightful information and to participate in online chats and conversations. One popular social networking site they are choosing to appear on is Facebook.
Facebook has dominated the social networking landscape. It has more than one billion active users. An estimated 143 million Americans have a Facebook profile, according to a 2012 “Social Habit” report from Edison Research and Arbitron, and many of them are dedicated users. The report found nearly a quarter of Facebook users check their account at least five times a day.
Researchers for the 2012 CEO.com Social CEO study combed through Facebook filtering out CEOs with accurate profiles, relevant content and a good number of followers. They found as many as 38 CEOs from Fortune 500 companies use the site.
However, Edison Research and Arbitron’s discovery that Facebook is the dominant platform for brand-following behavior and that it’s the network that influences respondents buying decisions the most is resonating with CEOs.
Some businesses hear “Facebook” and only think its relevant to the B2C side of business; however, they’re mistaken. The social media platform can serve their B2B side as well. In fact, Hubspot’s 2012 State of Inbound Marketing report learned the 43 percent of B2B companies who were questioned acquired their customers using Facebook.
They use the platform to build awareness, generate leads and build thought-leadership. In addition, they customize offers throughout each stage of the sales funnel to connect with people on Facebook.
CEOs can take advantage of the Facebook’s social networking platform by providing their perspectives and insight, responding to customer feedback, seeking suggestions for new products and services and understanding EdgeRank.
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Do you think CEOs should have a presence on Facebook? Why or why not?
Learn more on this topic in the ExecSense webinar, “CEO Best Practices for Using Facebook to Land New Customers.”