How CEOs use Twitter: A comparative analysis of Global and Latin American companies |
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| Institution: | 1. Universitat Rovira i Virgili, Department of Communication Studies, Av. Catalunya, 35, 3rd Floor, Room 323, 43002 Tarragona, Spain;2. Universitat Rovira i Virgili, Department of Communication Studies, Av. Catalunya, 35, 3rd Floor, 43002 Tarragona, Spain;1. Marshall University, Libraries and Online Learning, One John Marshall Drive, Huntington, WV 25755, United States;2. University of Kentucky, School of Information Science, 331 Little Library Building, Lexington, KY 40506, United States;1. QUT Business School (Australian Centre for Entrepreneurship Research, School of Management), Queensland University of Technology, Brisbane, Australia;2. Trier University, Faculty of Management, Trier, Germany;3. Erasmus Institute of Management (ERIM), Erasmus University Rotterdam, Rotterdam, The Netherlands;4. University of Texas at Austin, Department of Psychology, Austin, USA;1. Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University, 1870 Campus Drive, Evanston, IL 60208, U.S.A.;2. School of Education & Social Policy, Northwestern University, 2120 Campus Drive Evanston, IL 60208, U.S.A.;3. Darden School of Business, University of Virginia, P.O. Box 6550, Charlottesville, VA 22906-6500 U.S.A.;4. Goizueta Business School, Emory University, 1300 Clifton Road, Suite 530, Atlanta, GA 30322, U.S.A.;1. College of Business Administration, University of Seoul, Seoulsiripdaero 163, Dongdaemun-gu, Seoul 02504, South Korea;2. Shidler College of Business, University of Hawaii at Manoa, 2404 Maile Way, Honolulu, HI 96822, United States;3. School of Management, Clark University, 950 Main Street, Worcester, MA 01610, United States |
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| Abstract: | Social networks are becoming a key communication tool for organizations, but also for top managers like CEOs. Among the different available platforms, Twitter is one of the greatest and it is considered one of the most suitable to share information and engage in dialogue with stakeholders. In this way, this paper analyzes the presence of CEOs on the most active social network sites, and assess the activity and interaction of these top managers on Twitter. CEOs from Global and Latin American companies were selected, to compare their performance. The results of the study show that the presence of CEOs in social networks is very low, and the majority of those that are present on them are not adequately using their Twitter accounts. Although the general presence and performance on are low, LatAm CEOs have a better presence on social networks and they are more active on Twitter, but Global CEOs have better interaction results on their accounts. So, this area of strategic communication should be improved by communication practitioners, since the CEO communication is nowadays a key communication issue for any organization. |
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| Keywords: | CEO Strategic communication Digital communication Twitter Interaction |
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