"As the ranks of influencers, content creators, and second-string public personalities who've gained fame and fortune through social media have increased, many business leaders have been tempted to try their hand at it as well. Mark Cuban, Richard Branson, Tim Cook and others have been remarkably successful in that, simultaneously adding luster to their personal brands and their respective companies. But not all executives are as gifted in that particular, more personal form of communicating, and many "come off not as relatable but as cringey," a CNBC report this week noted."
"By way of example, the business news channel cited the now notorious case of Brad Wallake, CEO of B2B marketing, sales, and network company HyperSocial. Though previously active and relatively successful in his LinkedIn posts, in 2022 Wallake drew more than 57,500 reactions - many scornful or mocking - when he accompanied an announcement that he'd cut his staff with a selfie of himself weeping about it. Just like that, the "Crying CEO" meme was born - and it wasn't a positive messaging development for the business or its boss."
Small business owners rely on social media to develop, refine, and spread brand messages, but personal-facing communications by leaders can be tricky and backfire. High-profile executives who use personal platforms successfully can enhance both personal and corporate brands, yet many leaders struggle and ‘‘come off not as relatable but as cringey.’’ Poorly judged posts can generate mockery, viral memes, and material business implications. Specific examples include a CEO whose emotional selfie after layoffs produced more than 57,500 negative reactions. Surveys and reports indicate the need for caution, strategy, and media-awareness when leaders engage directly on social channels.
Read at Inc
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