CEOs don’t need social media

In today’s hyper-connected world, CEOs are pressured to maintain an active presence on social media. I will admit in times past I have said to some that it might be part of their leadership brand and visibility to be seen on various platforms. I no longer believe this.

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The Perils of Social Media

The prevailing wisdom suggests that visibility on platforms like LinkedIn, Instagram, and X translates directly into influence. But is this assumption valid?

While social media can be a powerful tool for many, it is neither the only nor the best platform for CEOs to leverage their leadership brand and impact. Some of the most effective leaders achieve influence by prioritizing deeper, more intentional forms of engagement.

CEOs and other equivalent executives operate in an environment where time is perhaps their most valuable resource. Social media, by its nature, demands constant attention. It requires carefully curated posts, rapid responses to comments, and vigilance in navigating online debates. For leaders tasked with guiding organizations through complex challenges, these activities can become distractions, pulling focus away from the long-term strategies that define their success. The hours spent refining digital personas could instead be invested in strengthening organizational culture, building relationships with stakeholders, and pursuing business growth.

Beyond the question of time, there’s also the issue of risk. CEOs face heightened scrutiny. A single misstep in the form of a poorly worded post or controversial opinion can lead to reputational damage that takes ages sometimes years to repair. And the internet never forgets.

The stakes are extraordinarily high in an era where manufactured outrage and projection by those with a keyboard and access to wifi are prominent. For many CEOs, the visibility offered by social media simply isn’t worth the potential pitfalls.

There is more than enough evidence and research to demonstrate that social media often fosters shallow engagement. Yes, it amplifies messages to wide audiences but rarely builds the depth of connection required for meaningful influence. Many have a large following on social media platforms but would be hard-pressed to convert a small percentage of that group into meaningful business or stakeholder management. Unless they doubled down on some advertising strategy or purchased a premium sales membership to get the best from that platform..

Leadership at the highest levels is built on trust, and trust often develops through intimate conversations, not broad broadcasts. While social media rewards brevity and punchy soundbites, CEOs frequently need space to elaborate on complex ideas, something the fast-paced digital world of social media doesn’t always allow.

The problem of authenticity compounds the challenge. Many CEOs rely on communications teams to manage their social media presence, ensuring polish but sacrificing a genuine voice. Delegating this function can dilute an executive’s leadership brand rather than enhancing it, leaving audiences questioning whether the messages truly reflect the individual behind them.

The Alternatives

If social media isn’t the answer, where should CEOs focus their efforts to build their leadership brands?
Private executive networks and forums provide one such avenue. Organizations like YPO (Young Presidents’ Organization) or Vistage offer curated spaces where leaders can engage in confidential conversations with peers. These settings encourage candour and problem-solving without the performative pressures of social media.

Conferences and keynote speaking engagements also create impactful opportunities. Appearing on stage at industry events allows CEOs to share insights and perspectives with targeted audiences, positioning them as thought leaders in meaningful ways. Unlike social media, these platforms foster richer interactions and establish credibility among decision-makers and influencers.

For those who value deeper storytelling, podcasts and long-form content offer another path. Hosting or appearing on podcasts provides an opportunity to share narratives and ideas in detail, while publishing articles in industry journals or newsletters allows for thoughtful, structured communication. These formats deliver substance in ways social media often struggles to match.

Internally, CEOs can strengthen their influence by leveraging communication tools designed for employee engagement. Platforms like Slack, Workplace by Meta, and Yammer enable direct interaction with teams, reinforcing vision and values without the noise of external audiences. These tools allow CEOs to communicate authentically and align their messaging with organizational goals.

Beyond digital tools, CEOs can amplify their impact through advisory board roles and community leadership. Serving on boards or partnering with nonprofits not only highlights personal values but also demonstrates a commitment to long-term change. Such positions can build meaningful connections that extend far beyond the fleeting impressions of a social media post.

Publishing books and whitepapers represents yet another alternative. Many CEOs have used these formats to articulate their philosophies and establish lasting authority. Unlike social media posts, which often fade as quickly as they appear, books endure as tangible representations of thought leadership.

The assumption that CEOs must be on social media stems from a narrow view of visibility. True influence doesn’t come from amassing likes and followers; it comes from clarity, consistency, and authenticity across all communication channels. For some, social media may complement their broader strategy, but for many others, it risks becoming a distraction that dilutes focus and increases exposure to reputational harm.

What matters most is aligning visibility efforts with personal strengths, business goals, and desired impact. Shifting from followers to forums, from tweets to talks, and from posts to publishing allows CEOs to cultivate influence without succumbing to the superficial demands of social media.

Effective leadership isn’t measured by digital engagement metrics but by the ability to inspire action, foster trust, and drive lasting change, whether online or off.