FOR the second year, Tourism Ireland CEO, Niall Gibbons (pictured) has emerged as the most influential Irish leader on social media, according to the second Social CEO Report released by strategic reputation and communications firm The Reputations Agency. The report highlights the vital role leaders can play in communicating on behalf of their organizations and reveals that close to one in two CEOs are not communicating on any social media channel.
The Social CEO 2021 Report analyzed the social media activity and LinkedIn profiles of 100 CEOs and explored those CEOs who are maximizing LinkedIn as a tool to communicate their own organization’s purpose, business news, peer and team recognition and elevate their organization’s corporate reputation. The study showed that LinkedIn was the social media channel of choice for chief executives, with 84 per cent of the 100 Irish leaders examined having an account. However, only 55 per cent posted in 2021, up from 38 per cent in 2020, while just 22 per cent posted on Twitter.
Gibbons emerged as one of the most prolific and engaging CEOs on LinkedIn, taking first place for the second year running. Gibbons successfully maintained and continued to grow his network, recognizing its importance and relevance to Tourism Ireland. He gained the support of an influential group of external stakeholders through his messaging. As a renowned leader in the tourism sector which faced huge challenges and uncertainty due to the pandemic, Gibbons continued to champion Tourism Ireland. He was highly praised for the vibrancy and optimism of his narrative in promoting the island of Ireland overseas, the quality of the engagement across his connections and the highest level of overall engagement from his followers.
Gibbons said, “I was surprised, but delighted, to be named most influential Irish CEO on LinkedIn. I would like to thank all my followers around the world for their support during these challenging times. With more limited in person contact and less travel than usual, social media has allowed me to stay connected and keep in touch with our key stakeholders on a regular basis during 2021. While the situation is delicate right now, I do believe that we will see better days for our industry in 2022. Together with our industry partners, we will undertake our most extensive marketing campaign ever in 2022, highlighting the island of Ireland and reminding people everywhere what a great choice Ireland is for a holiday or short break.”
Niamh Boyle, managing director at The Reputations Agency said, “Leaders are an important conduit for enterprises to communicate about their organizations, articulating a clear and compelling corporate vision and sense of purpose. A leader who can communicate openly, authentically, and transparently can help win the hearts and minds of stakeholders. Organizations whose leaders can show that at their core, at the very heart of what they do, they exist not just for profit but for the betterment of society, will win in the reputation stakes, gaining exponentially more backing from their key stakeholders.”
Of the 100 analyzed, 30 CEOs were found to have a well planned and executed social media strategy that maximized their connections and their content to elevate their organization’s vision and purpose. With the period under review, striking the right tone continued to be important. Among the top ten CEOs, 27 per cent of content related to the pandemic vs 46 per cent in 2020, reflecting a 40 per cent drop year-on-year. At the forefront of commentary were products and services related posts (52 per cent), portraying a “back to business” mindset amongst CEOs.
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