representatives, i.e. the competition. Anyone who acts in this way ensures the reach and visibility of the brand and of themselves. It is easier for those concerned to represent their agenda and to reach the right contacts. They network in a group of pioneers who are perceived as leaders in a subject area, a set of values, perhaps even society as a whole.
But with great exposure comes great responsibility and risks. More than with any other company employee, every statement, every undertone and every reaction of senior management has an impact on the brand's image. Their functions and positions alone make them the most visible brand ambassadors - one could say they are the "chief line data corporate influencers". This has direct consequences for economic success, turnover, product sales and the number and quality of applications from potential new employees. The key finding here is that visibility and public perception with all their consequences have long been a given, regardless of one's own activities. They cannot be avoided or averted, regardless of whether and how the people concerned actively participate. Therefore, the decision about "whether" has long been made, whether the people are involved or not. The decision about "how", however, is in their own hands.
This is where the book comes in. It 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 stand in the spotlight as a prominent corporate influencer. Your book offers practice-oriented knowledge and a methodology for reputation building and (not only) digital communication of prominent personalities. It leads from the "why" to the "how", from relevance to strategic development to successful implementation. With detailed plans, helpful tools and checklists.
What is a “Social CEO”?
From title to genre: Today, the term "Social CEO" no longer stands solely for what is strictly speaking referred to in business language as CEO (Chief Executive Officer). This fantasy term, which does not even exist as a function, has developed into a generic, concise term. It has become commonplace for all top managers who make themselves visible in digital media and are personally involved. The Anglicism is now used in German-speaking countries to refer to business managers, regardless of the legal form of the company, as well as to other executives, such as CFO or COO, as well as to company owners in medium-sized companies.