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International Research by ECCO: Corona doesn’t change top CEO’s communications habits
Contrary to the general assumption that social media becomes more important through a crisis ECCO observed a nearly unchanged share of CEOs using Twitter and Linkedin compared to previous surveys in 2017 and 2019. On Linkedin only 46 % of CEOs now have and use a personal account. After a short surge in 2019 to more than 50 % the figure went down again.
Twitter is even more unpopular with the big company CEOs. Throughout all ECCO surveys since 2017 the share of users is stagnating with a maximum of a bit more than 15 %. “Obviously Donald Trump is no role model for people bearing responsibility in big companies,” adds Christian Kollmann.
Even the Corona crisis did not accelerate the use of social media by top CEOs. Research done by the PR agency network ECCO in 15 countries even shows slightly declining activities of top managers on Linkedin. Engagement with Twitter is growing a bit from a very low level.
Donald Trump is no role model for CEOs of top companies worldwide. Most of them don't even have a personal Twitter account. Only a fraction of them are active on the social network. Even the enhanced need for communications through the Corona crisis did not change the situation. Actual research done by the PR agency group ECCO International Communications Network shows nearly the same results as former studies done in 2019 and 2017.
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