Should Your CEO Use Twitter for Marketing?

If you use social media marketing to promote your business, the idea of opening a Twitter account for your CEO may have crossed your mind. Before you open an account, and start letting your CEO promote your business through Twitter, there are some things you should consider.

Will it Benefit Your Business?

The most obvious question to ask yourself is whether or not tweets from your CEO will benefit your business. There are so many factors that go into deciding how beneficial a CEO Twitter account will be. Think about things like your brand, audience, voice and goals and see if this tactic fits in with or could improve your social media marketing strategy. Letting your CEO become a spokesperson for your business can be a very powerful and beneficial marketing tactic.

Are there Significant Risks?

There are risks with almost every marketing tactic you use; but you should consider whether or not putting your CEO in such a public forum brings any extra risk. Do the potential benefits outweigh these risks? If you are worried about some of these risks, some of the suggestions below can help you find a good middle ground where a CEO Twitter account is implemented but is closely monitored and strategically used.

Which Type of Account is for You?

If you do decide to open a Twitter account for your CEO, there are a few different approaches you could take, depending on your business and goals.

Fully Independent Account

If your CEO is tech savvy, letting him or her completely manage a Twitter account can work. The trick is being able to walk the fine line between personable and professional, since everything your CEO tweets will likely be taken as fact and can influence the way people see your brand.

Co-Managed Account

You can assign a social media specialist to run the account, but let your CEO have access to it too. That way he or she can contribute to the account and interact with others on a more personal level, but the account is still strategically monitored. This approach makes it possible to keep the account very branded with proper messaging.

Ghost Account

Some CEOs have Twitter accounts, but their social media team is behind all the tweets. If you choose this route, your CEO’s name and position lends credibility to the account and his voice is added to the online community, but he doesn’t have to worry about maintaining the account. This also gives your marketing team the chance to use the account in the most strategic ways possible.

Keep in mind that if your CEO uses Twitter, you probably want to use a business Twitter account too. Not everyone will know who your CEO is, so using an account with your business name can help your market find you more easily.

Deciding whether or not to use a CEO Twitter account to market your business can be a difficult decision to make. Remember that if you do decide to use this tactic, there are varying levels of involvement you can include your CEO in. Look at your social media marketing campaign and decide what the best approach for your business is, and then start building a Twitter following.