Report: CEOs taking a stand online can boost reputation and sales

Having an outspoken executive can be a blessing or a curse for communications teams, but a recent survey showed that most consumers and employees want company leaders to speak out.

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Many chief executives use their online presences to connect with stakeholders and boost their brands—but they should also take a stand on the issues of the day.

BRANDfog and McPherson Strategies recently released a survey titled, “CEOs Speaking Out on Social Media,” which revealed how crucial it is for organizations’ heads to take a stand on political and social issues online.

The vast majority of consumers (93 percent) said they are more apt to purchase when a chief executive issues statements about pressing societal issues and they agree with the sentiment. Eighty-five percent said that a chief speaking out on an issue they care about helps shape brand reputation.

However, an executive taking a stand can also backfire.

Eighty-four percent of consumers said they would probably reconsider buying products and services from an organization after its chief issued a statement with which they did not agree.

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