New research from Brunswick highlights that modern leadership must be engaging, authentic, and sustained to build trust with key corporate stakeholders. To do this, business leaders must embrace digital tools and social media. Across a range of issues, financial readers living in major Chinese Mainland cities (Beijing, Shanghai, and Guangzhou) have high expectations for business leaders to use social media to communicate with the public
Key Findings
- 9 out of 10 financial readers trust a CEO who uses digital and social media over one who does not, citing transparency and accessibility as top reasons why. This is 16 percentage points higher than the global average, indicating a significant opportunity for leaders in the Chinese Mainland to build and sustain trust domestically.
- Financial readers in major Chinese Mainland cities place high expectations on business leaders to communicate via social media
about their company. 63% say it is very important, which jumps to 74% during a crisis. - Weibo is a key platform for leaders to reach a captive, external audience. 81% of financial readers use Weibo and among those, 97% are frequent users of the platform. Further, 3 out of 5 financial readers believe company leaders should use Weibo to communicate with the public.
The Landscape
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100% of financial readers surveyed say it is important for CEOs to actively communicate on social media about their company, compared to 89% globally. |
78% of financial readers will check a CEO’s social media accounts when learning more about them. |
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