America’s incoming chief executive won the election by, in part, using social media to communicate directly to the American people.
Donald Trump’s short-form, real-time social media updates created the appearance of authenticity and genuine communication, while making Hillary Clinton’s more-nuanced communications seem less transparent.
Other top executives should note that approach for directly engaging stakeholders.
Today, less than half of the general population trusts CEOs, a trust gap that chief executives must work to overcome through more open and authentic communications. A key audience for those communications are employees. Not only does 81 percent of the population view employee communications as a way to increase CEO trust, but employees are also viewed as a company’s most trusted spokespeople.