Your CEO wants to be a social media influencer. Is it cool or cringy?

Core Insights - The article discusses the impact of social media on corporate executives, highlighting both the potential benefits and risks associated with their online presence. It emphasizes the case of Braden Wallake, who became known as the "Crying CEO" after sharing an emotional post about layoffs, which garnered significant attention but also criticism for being manipulative [1][2][10]. Group 1: Social Media Presence of Executives - A growing number of Fortune 500 CEOs are engaging on social media, with nearly 75% having at least one account in the previous year, up from about 50% in 2019 [4]. - Over 70% of Fortune 100 CEOs with social media accounts posted at least once a month in 2024, marking a 32% increase from the previous year [5]. - Executives are increasingly sharing personal content alongside company news, which can enhance engagement with followers [7]. Group 2: Risks and Challenges - Executives face backlash for their social media posts, which can lead to negative perceptions and even material business implications [4][15]. - Anecdotes illustrate how social media missteps can result in public relations crises, as seen with Jason Yanowitz and Mike Gannon, whose posts led to significant criticism and regulatory concerns [10][13]. - The trend of executives attempting to connect with audiences on social media is often viewed as disingenuous, leading to potential discontent among investors, consumers, and employees [15]. Group 3: The Dual Nature of Attention - Despite the risks, some executives believe that any attention can be beneficial for brand recognition, as demonstrated by Wallake and Yehong Zhu, who experienced both negative and positive outcomes from their posts [16][17]. - Zhu's experience highlights the concept of "rage bait," where controversial content can generate significant publicity, even if it attracts criticism [18][19]. - The article suggests that executives may need to navigate the fine line between engaging content and potential backlash, as the digital landscape continues to evolve [6][16].