I’ve seen firsthand how a CEO’s presence on social media changes how people view a company. Customers, employees, and potential hires want to know who’s steering the ship. When I show up online and share my perspective, the conversations become more genuine, and trust starts to build. It’s not about self-promotion – it’s about showing the real person behind the title.

Trust doesn't come from a polished press release or a carefully crafted corporate statement. It comes from leaders willing to be visible, honest, and engaged. According to the Edelman Trust Barometer, 71% of consumers say they trust companies more when leadership actively communicates on social platforms during challenging times. When I talk about our company's values or explain why we made a tough decision, I'm not just representing a brand. I'm inviting people to see what we stand for and why it matters.

Why Being Present Matters

People trust people, not faceless organizations. I noticed more direct feedback from clients and team members when I started posting regularly. There’s a difference between a logo making an announcement and a CEO sharing a story or a lesson learned. That difference is what makes a brand relatable. Research from Sprout Social shows that 70% of consumers feel more connected to brands whose CEOs are active on social media.

Being active on social media also means I can show our company’s mission and culture in action, not just in theory. That might be a quick post about a team win, a reflection on a challenge, or a response to industry news. These moments give customers and employees a window into how a company thinks and operates.

It's not just about the external audience, either. Job candidates often check a CEO's social presence before applying. They want to see if leadership is accessible, if the company's values are more than words on a website, and if they'll be joining a company where people matter and have a voice.

Navigating the Challenges

I’ll be honest – being a CEO on social media isn’t always easy. There’s a balance between sharing personal insight and representing the company. It’s tempting to play it safe, but I’ve found that honest, even imperfect, posts resonate more than polished, generic ones. People can spot canned content a mile away.

Consistency also matters, but it’s not about flooding feeds with random, disconnected updates. It’s about showing up regularly and staying true to the company’s voice. I use approved branding and messaging to keep social media posts aligned with mission and vision, but I always make sure my posts sound like me, not a script.

It’s important to recognize that not every CEO is comfortable being a public face and voice. If that’s the case, it’s smart to have another visible leader – a CMO or CTO, for example – step forward. What matters is that someone credible and authentic represents the company and engages with the audience.

Practical Steps for CEOs

• Clarify your mission, vision, and values. Make these the backbone of your posts, not just annual reports.
• Tell stories. Share experiences, lessons, and even setbacks. People connect with real stories, not just stats.
• Engage directly. Respond to comments, ask questions, and listen. Social media is a two-way street.
• Use the right platforms. LinkedIn is my go-to for thought leadership (and Content Marketing Institute research confirms it generates the highest quality B2B leads), but Instagram and YouTube are great for sharing company culture from behind the scenes.
• Set a manageable schedule. I plan posts ahead of time, sometimes using AI to gather ideas, but I always review everything for tone and authenticity.
• Invest in learning. If social media feels unfamiliar, I recommend training or coaching. It’s a skill like any other.
• Share the spotlight and invite other leaders to contribute. This will diversify the company’s voice and show depth in leadership.

What I’ve Learned

An active, authentic presence on social media isn’t optional anymore. It’s essential for building trust, strengthening relationships, and making the brand resilient. Good leadership is visible – customers and employees want to see and hear from the people making decisions. It’s not about being everywhere or saying everything perfectly. It’s about being honest, present, and willing to engage.

If you’re ready to start building trust and authenticity with your customers on social media but are unsure where to begin, I’m here to help. Don’t let your leadership go unseen – step forward and let your authentic voice lead the way. Let me know if I can help in any way.