GETTING PERSONAL WITH PR Archives - Laurie Pehar Borsh Digital PR

CEOs’ on Social Media: Absence Can Hurt a Company Brand

In today’s hyper-connected world, social media has become more than just a platform for personal expression. CEOs who engage on social media can powerfully connect with stakeholders, shape brand narratives, and drive growth. Yet, according to 2023 reporting on InfulencialExecutive.com, some 25% of Fortune 500 CEOs remain on the sidelines of social media.

Here’s why their reluctance could be a disservice to their companies:

Missed opportunities for brand-building

A CEO is the face of the company. There are still close to By not participating on social media, they miss opportunities to humanize their brand, showcase company culture, and establish thought leadership within their industry. Consumers increasingly expect transparency and authenticity from businesses, and social media provides a direct channel for CEOs to communicate with their audience.

Lack of influence and impact

Social media provides a platform for CEOs to share insights, industry trends, and company updates in real time. By abstaining from these platforms, CEOs forfeit the chance to shape conversations, influence public opinion, and drive meaningful change. In an era where public perception can make or break a company, the absence of a CEO’s voice can leave a void that competitors may exploit.

Disconnect with stakeholders

Investors, employees, customers, and other stakeholders actively engage on social media platforms. By neglecting these channels, CEOs risk appearing out of touch with the needs and concerns of their constituents. Moreover, in times of crisis or controversy, lack of direct communication can exacerbate misunderstandings and erode trust, leading to long-term reputational damage.

Recruitment and talent acquisition challenges

A CEO’s presence on social media can significantly impact a company’s ability to attract top talent. Potential employees often research company leaders online to gauge their values, vision, and leadership style. CEOs absent from social media may struggle to attract forward-thinking individuals who prioritize transparency, innovation, and a strong corporate culture.

Competitive disadvantage

In industries where competitors leverage social media for brand promotion and customer engagement, CEOs who remain disengaged risk falling behind the curve. Social media offers valuable insights into market trends, competitor strategies, and consumer sentiment. CEOs, who do not engage, may overlook opportunities for innovation, partnership, or even crisis management.

Quick thoughts

The decision to engage on social media ultimately rests with each chief executive officer. However, it’s essential to recognize the potential ramifications of remaining on the sidelines. Embracing social media as a strategic communication tool, CEOs enhance a company’s reputation. They can also foster stakeholder trust, and drive sustainable growth in an increasingly interconnected world!

Online Reputation Management Help? Is it Actually Necessary?

Online reputation management (ORM) is necessary to control how people perceive you (and your business) on the Internet. Management tasks include reviews, ratings, comments, and other information that others post about you… and more.

It also involves what you post.

That can include your specific comments on another person or company’s social media posts, blogs and online articles, as well as your own content including written and recorded (voice or video).

In other words, what you write about and how you write. ORM includes everything you do and put online!

Put a “human” in place who is well versed in all matters of public relations, crisis management, and public reputation management! Today’s public reputation, of course, is concentrated in all areas of the Internet: social media, directories, maps, and search engines. You need an actual human in your corner!

Why does online reputation management matter when it comes to business?

A positive online reputation helps build trust with customers and potential clients. Whether that is on a personal or company brand level.

In today’s digital age, online reputation management is increasingly important. Your online reputation is the way others perceive you online. This can include everything from the way you present yourself on social media to the way search results appear when someone looks you up online.

Managing your online reputation is about ensuring that the information that appears about you online is positive and accurate. That includes PR strategies, such as promoting positive content about yourself online and engaging in online reputation repair if negative content appears. By taking control of your online reputation, you can protect your personal and professional brand.

Online reputation management (ORM) is the process of managing what people say about you online. ORM includes monitoring your online presence, responding to negative comments, and removing inaccurate information. ORM’s goal is to ensure your online reputation is positive and accurate.

It’s no secret that online reputation management is important. In today’s digital age, our online presence can make or break our personal and professional lives. From job interviews to first dates, potential employers and partners are increasingly turning to the internet to learn more about us. It’s more important than ever to ensure that an online reputation is positive and reflective of who we really are.

Should online reputation management be automated?

Simply put, NO! Only a seasoned public relations professional will manage, monitor, and improve an online presence. This can involve everything from creating and maintaining a positive social media profile to responding to negative online reviews.

Your PR professional will use specific tools to track, monitor, and report all data points. Taking proactive steps with a professional to improve your reputation ensures you are putting your best foot forward online. No matter where or how someone finds you.

Laurie takes the burden of online reputation management off your shoulders. Contact her today to see how she can keep your digital presence fresh and up-to-date!

Today, Personal Branding Is More Important Than Ever

With social media and the gig economy, it has become essential to embrace personal branding. Here are the reasons why it’s more important than ever.

Whether you know it or not, you have a personal brand. Internet search results are the first impression people will have of you. Is it a good one? Is the information you are sharing across LinkedIn, Facebook, and other social media sites consistent?

Whether you have a date or a job interview, chances are someone is going to Google you to learn more about who you are. The question is, do you want to allow your online reputation to take on a life of its own or control the narrative? With the proliferation of social media and the gig economy, it has become essential for everyone to embrace personal branding.

What is personal branding?

Jeff Bezos, the founder of Amazon, is famously quoted as saying, “Your brand is what people say about you when you’re not in the room.” The term “branding” used to be reserved for businesses, but with the advent of social sites and the gig economy, personal branding has become fundamental.

A personal brand is a unique combination of skills and experiences that make you who you are. It is how you present yourself to the world. Effective personal branding will differentiate you from the competition and allow you to build trust with prospective clients and employers.

Building a personal brand

Whether you’re an employee or entrepreneur, cultivating a personal brand has become more important than ever. One reason is that it is more popular for recruiters to use social media during the interview process.

According to a 2018 CareerBuilder survey, 70% of employers use social media to screen candidates during the hiring process, and 43% of employers use social media to check on current employees.

Personal branding is also beneficial from the employer’s perspective

Companies should encourage employees to build strong personal brands because it’s good business. When employees are allowed to represent their company at conferences or events, they are not only developing themselves but also providing the organization more exposure. Employees can help acquire new customers and retain existing ones when they are viewed as trustworthy thought leaders.

Contract Workers Need a Personal Brand

Another reason personal branding is valuable is that the gig economy is not going away anytime soon. The average person switches jobs every 2 to 3 years, and freelance and contract workers now make up 43% of the U.S. workforce.

We’re seeing only one trend here, which is that the gig economy is big and getting bigger. Companies will do just about anything to avoid hiring full-time employees. Add to that the fact that there is no job security anymore, and workers are increasingly aware that they need to work differently if they want to create any sort of stability for themselves.”

As a result, workers need to be able to clearly communicate who they are and what they do to stand out to prospective clients and employers. If you aren’t effectively managing your online reputation, then you run the risk of losing out on business.

Personal branding masters

Developing a great personal brand doesn’t happen overnight. It’s imperative to be able to communicate your purpose and mission to your audience in a genuine way. Here are some examples of famous people who have built incredible personal brands through hard work, consistency, and long-term focus:

Oprah Winfrey:

Oprah is undoubtedly the queen of personal branding. She is continually building equity in her brand which has an estimated net worth of $2.5 billion, according to Forbes. Oprah has always stuck to her core competency: challenging millions of viewers to live the best lives possible by understanding their potential. By being true to herself, she has inspired millions to be their best selves.

Richard Branson:

Richard Branson is undeniably one of the most visible, successful, and well-known men alive. He has continually stayed true to his core values, including adventure and risk-taking. By being himself, he has often done exactly what other business leaders cautioned against, including crazy publicity stunts like dressing as a flight attendant for a competing airline. His unorthodox style and commitment to his passions have helped him create a powerful personal brand. Branson says, “Too many companies want their brands to reflect some idealized, perfected image of themselves. As a consequence, their brands acquire no texture, no character, and no public trust.”

Marie Forleo:

Marie Forleo is an inspiring teacher, writer, entrepreneur, and philanthropist. She has mastered the ability to share impactful content in a humorous and engaging way. With a following in over 195 countries, Marie challenges her fans to change the way they live in order to change the world. Her website reflects that of a personal branding expert, highlighting her authenticity and passion for helping others.

Gary Vaynerchuk:

Also known as Gary Vee, Vaynerchuk got his start by hosting a video blog on YouTube called Wine Library TV. In March 2009, he signed a 10-book deal with HarperStudio, reportedly for over $1 million, and released his first book, Crush It! Why Now is the Time to Cash in on Your Passion, in October 2009. Now, he’s one of the most successful marketers in the world and has attracted a huge loyal following. Vaynerchuk says,” Your personal brand is your reputation. And your reputation in perpetuity is the foundation of your career.”

Whether you’re looking for a better job or more sales for your company, personal branding is a given. You don’t need to be Oprah or Richard Branson to have a great personal brand. It’s a matter of continually crafting and curating your digital presence and keeping it real! Honesty, transparency, and authenticity are what will differentiate you in the long-run.

This article was originally written by executive coach, Caroline Castrillon.

Laurie Pehar Borsh Digital PR