Report: Facebook, Instagram use growing among top execs

CEOs and others are learning to show a human face, whether a birthday greeting or a bicycle accident. The results are a more engaging presence, Burson-Marsteller states.

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If you’re a top executive looking for engagement on Facebook and Instagram, a new report from Burson-Marsteller offers a surprisingly straightforward idea: Wish your spouse happy birthday.

Reporting on trends in the two platforms, the public relations giant suggests that senior leaders adopt a more human voice, as when philanthropist and Microsoft founder Bill Gates posted a photo of him dancing with his wife. The caption read: “Happy birthday, Melinda. Here’s to many more years of dancing together!”

The report, titled “Friending in High Places: Business Leaders on Facebook and Instagram,” was prepared for a recent Ragan Facebook Leadership Communications Summit at Facebook’s California headquarters. The PR firm surveyed the practices of chief executives with a worldwide reach.

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