Mumbai, Sep 4 : Indian CEOs remain relatively inaccessible to consumers on social media as compared to their European and US counterparts, according to a study conducted by ECCO International. The study which looked at the largest companies by market capitalisation in 21 countries worldwide – reveals that 58 per cent of global CEOs are active on LinkedIn, compared to only 20 per cent of Indian CEOs.
For Twitter, this figure is 17 per cent worldwide and just 10 per cent for India.
The study which was conducted by ECCO for the second time this year after 2017, examined whether the CEOs are active on Twitter and have a LinkedIn profile. CEOs in France are the most active on social media. Denmark follows closely in second place, while Australia shares third place with the Netherlands.
As in 2017, US CEOs still have by far the most followers, despite the country ranking only 5th for total presence on social media. Apple‘s CEO Tim Cook continues to top the chart worldwide with more than 11 million followers on Twitter which is an increase of 120 per cent since 2017. Satya Nadella, CEO of Microsoft, leads the way on LinkedIn, with over 6 million followers (an increase of 300 per cent since 2017). Uday Kotak, CEO of Kotak Mahindra Bank, is among the leading CEOs globally with nearly a million followers on Twitter.
Jose María Alvarez-Pallete, CEO of Telefonica, Spain, is the most active CEO on Twitter and has published over 36,000 tweets since 2010 (an average of 10 tweets per day). Bhavya Doshi, Asst Vice President of ECCO’s India agency Pressman, said, 'More and more CEOs are active worldwide on the LinkedIn career network and in almost all countries, the managers have significantly more followers than on Twitter.'
'LinkedIn is becoming increasingly important, while most CEOs continue to shy away from communication on Twitter. On Twitter, the language is often more pointed, and the risk of backlash from consumers is significantly higher. With LinkedIn, this risk is lower – and more CEOs are recognising the opportunities this social media channel offers,' he said. The countries which ECCO analysed for the study included Argentina, Australia, Austria, Brazil, Chile, Czech Republic, Denmark, Egypt, England, France, Germany, India, Italy, Mexico, Netherlands, Poland, South Africa, Spain, Sweden, Switzerland and the US.
The study covered CEOs of the top 30 companies by market capitalisation in each country. As a result, several business leaders with large Twitter following did not get covered. Some noteable business leaders in India with large Twitter following include Ratan Tata (7.65 million); Anand Mahindra, Chairman, Mahindra Group (7.2 million); Vijay Mallya (5.96 million) and Nandan Nilekani, Infosys (2.52 million). Twitter following for Ronnie Screwvala was 2.13 million; RPG Group Chairman Harsh Goenka (1.53 million); Snapdeal Founder Kunal Bahl (249,000); Sachin Bansal, Flipkart Co-Founder(179,000) and FreeCharge Founder Kunal Shah (148,000).UNI