H/Advisors Abernathy Releases Social in the C-Suite Report


How CEOs are using social media to protect, develop and enhance their reputations

H/Advisors Abernathy’s digital practice analyzed more than 55,000 social media posts published by Fortune 100 CEOs in 2022 on both Twitter and LinkedIn to better understand their content, channel management and engagement strategies.

From employees to investors, key stakeholders are looking for executive leaders to not only own their presence across digital channels, but to proactively use those channels to guard against misinformation, share industry insights and speak to their vision for the companies they lead.

H/Advisors Abernathy’s proprietary research indicates that 7 out of 10 Fortune 100 CEOs are on either LinkedIn or Twitter. “Today, with a majority of Fortune 100 CEOs on social, we found that many are using their digital platforms daily to manage their reputation, connect with employees, blunt shareholder criticism and showcase their leadership style,” said Akeem Anderson, Senior Vice President and Head of Digital at H/Advisors Abernathy.

The research behind our report, ‘Social in the C-Suite’, yielded more than 1,500 data points that have been broken down into insights that will help you understand how CEOs are using social media to both build and protect their public reputation.

Key findings in the report include:

  • Whether posting long-form thought piece articles on LinkedIn or sharing earnings material via threats on Twitter, CEOs have started to use social media more frequently and with greater strategic purpose.
  • More than half of all social media posts authored by Fortune 100 CEOs are dedicated to supporting company narratives, more executives are turning to less formal topics to fuel their content strategy.
  • CEOs without verified and optimized digital profiles are reputationally vulnerable to the threat of misinformation. Our research revealed that less than half of CEOs on social media had updated profiles, biographies, and updated links on their profiles.

Contact the author

Akeem Anderson, Senior Vice President, Digital
H/Advisors Abernathy