New research from Brunswick shows that corporate stakeholders expect business leaders to be adaptive, connected, and engaged – using social media to do so. The bar has never been higher for leaders confronted by a global pandemic, economic turbulence, and social upheaval. In the UAE, Saudi Arabia, and globally, readers of financial publications trust leaders who have adapted through these crises to be more accessible and transparent, including through social media.
- Social media use is nearly universal among financial readers in the UAE and Saudi Arabia and a strong majority believe that business leaders should use these channels to communicate.
- 3 out of 4 financial readers believe it is very important for CEOs in Saudi Arabia to actively communicate on social media about their company, especially about a crisis, the launch of a new product or service, or correcting misinformation about the company.
- Across the UAE and Saudi Arabia, accessibility, keeping teams connected, and leading with transparency are cited as top reasons for business leaders to communicate on social media.
- In Saudi Arabia, leaders must build and sustain trust using social media. By a 9:1 margin, financial readers trust a CEO who uses social media as part of their work more than a CEO who does not.
- Stakeholders draw their first impressions from digital sources. 9 out of 10 financial readers in the UAE and Saudi Arabia check at least one of a CEO’s social media accounts when learning more about them.
97 to 1
financial readers trust a CEO who uses social media more than one who does not. a 4:1 margin agrees strongly.
9 out of 10
financial readers will check social media to learn more about a company’s CEO.
of financial readers believe it is important for business leaders to communicate via social media.
9 to 1
financial readers trust a CEO who uses social media more than one who does not.