This EY report was based on an online survey of 320 C-suite level executives from companies operating in various sectors, between October 8- November 2, 2015.
Respondents perceive the CEOs social profile as being built through their presence in the online media (64%), and through CEOs posts to company website (50%), rather than through CEOs posts on social media networks (47%).
“Dismissing the type of transparency and openness implied by digitalization and social media is more visible among company leaders who have spent their first professional training years in the centralized economy. However, strong pressure coming from younger generations, together with the global trends to which we are inevitably connected will generate an accelerated change in the following years, even among the most conservative leaders in Romania. We are already seeing the first steps, we have pioneers who offer success models, but there is yet a long way ahead of learning, accepting and changing,” said Elena Badea, EY Romania marketing manager.
Thus, 61% of non-executive employees agree that CEOs who do not engage on social media networks will become less relevant in the digital age, compared to only 41% of managers, 42% of CEOs and 43% of C-suite executives.
Respondents also agree that the use of social media networks makes CEOs more effective in managing crises.
While 92% of non-executive employees agree that the use of social media networks makes CEOs more effective in managing crises, 55% of CEOs, 55% of managers and 65% of C-suite executives do not agree with this statement.
Nevertheless, 44% of respondents say their CEO posts less than once a month on social media networks, 29% say their CEO posts 1-2 times per week and 25% 1-2 times per month.
“The interaction between people has irreversibly changed along with the evolution of digital channels. This is why, interactions between business leaders and the company’s stakeholders cannot bypass this logic of transparent real-time communication. „The ivory tower” has finally collapsed with the social media. We are living today in a time of H2H business –human to human,” said Oana Gorbanescu EY Romania Corporate Communication Officer.