It's a fine line. But it's something that every company needs to think about today. Every company! Regardless of whether there is already a corporate influencer program or not. Because regardless of this, employees are visible and express themselves (not only) in digital media.
The key thing is to maintain spontaneity and, above all, authenticity, despite all the strategic orientation - because a social CEO is not a mouthpiece for anyone or anything with his or her accounts. He or she speaks line data for the company, but the personal profiles are more than just another company channel.
Leaders are also people who interact with other people and stand up for something they believe in.
This article is based on several chapters from the book "Social CEO". Here is a podcast episode on the topic:
book cover Social CEOGreat visibility brings with it great responsibility. The book explains what it means to be a "social CEO" and how CEOs are built up as brand ambassadors in the long term and sustainably - and thus to be in the spotlight as a prominent corporate influencer. It offers practice-oriented knowledge and a methodology for reputation building and the (not only) digital communication of prominent personalities. With detailed plans, helpful tools and checklists. → More information and free offers related to the book.