Hyperconnectivity and social media have forever changed the reach and impact of company leadership. These days, chief executives are expected to be the face of their companies, not only in the boardroom, across annual reports or at shareholder meetings, but across the entire and endless digital expanse.

The supercharged visibility of CEOs and other C-suite executives online plays a pivotal, if not essential, role in shaping brand perception and, by extension, brand perception and reputation. This transformation not only forced corporate PR teams to shift focus toward heavily digital branding strategies; it’s also prompted many leaders to rethink their entire approach to image management and public engagement.

Related: How to Skyrocket Your Business to the Top With Thought Leadership and Visibility

The digital persona: More than just a role

The internet (particularly social platforms) has democratized information in incredible ways, giving consumers unprecedented access to the people behind the brands their favorite brands. This shift has made your CEO’s digital persona an integral part of your company’s image.

When your CEO actively engages with audiences online, whether that’s through social media, blogging, webinars or workplace videos, they essentially humanize your brand, lending a powerful human element that can lead to stronger connections with both current and potential customers. A proactive and carefully managed online presence can boost such intangibles as trust and transparency. When your CEO is visible and interacting in ways that align with company values, they can help create a sense of openness that builds trust and connection with your business.

Such a presence can also elevate your thought leadership efforts. By sharing industry insights and forecasts, your CEO (and other executive leaders) can establish themselves and your brand as experts in your space, strengthening a critical perception that nudges customers closer to the finish line.

Impact of CEO visibility on brand perception

How your CEO crafts their image and engages with folks online can have a meaningful, sometimes even lasting, impact on your brand’s relevance and relatability. For example, a CEO who makes themselves approachable and (perhaps most importantly) relatable on social platforms like Facebook, LinkedIn and even TikTok can deliver real-time dividends for brand loyalty, driving trust and consumer interactions in the right direction.

In contrast, as a leader of an organization, a CEO who often seems aloof, distant or disconnected — especially from the values they preach or relevant societal issues and events — can inadvertently drain their company’s reputation, creating an association that can be hard to pull away from.

Successful CEO visibility efforts

Consider Tim Cook of Apple or Satya Nadella of Microsoft. Through both brand PR and adept personal efforts, both leaders have crafted online personas that align closely with the innovative and forward-thinking ethos of their companies. Cook and Nadella are not only effective, often persuasive advocates for their products, but also for broader issues like border societal concerns like privacy, security and corporate responsibility, often mirroring sentiment among their customer base.

Related: In a Downturn, It’s Not Enough to Have Good Financials — Brand Visibility Is the New Currency.

Potential risks of higher visibility

Of course, while there are clear benefits to having a highly visible CEO, there are also risks, including:

• Inconsistency. Any discrepancy between your CEO’s online persona and your company’s actions can lead to public relations issues. Consistency and brand-leadership alignment are key.
• Overexposure. Too much visibility can backfire over time, especially if it shifts focus away from your company and onto your CEO’s personal views or actions. Again, coordination and careful management of each strategy is essential.

Harnessing social media for CEO influence

Social media can be a double-edged sword. While it does offer a host of valuable platforms for leaders to engage audiences, it also poses considerable risks, especially if not managed carefully.

Here’s how savvy CEOs use social media to their advantage:

Regular updates: Skilled leaders understand how to leverage social channels to keep followers informed about company news and industry trends.

Engagement: While often challenging, CEOs who respond to comments and participate in discussions (measuredly, of course) help build a community around the brand.

Crisis management: Executives who address issues head-on can turn potential negatives into positive press. This also helps demonstrate leadership and accountability, essential to building positive sentiment and trust among consumers.

The SEO advantage of CEO visibility

While sometimes overlooked, CEO visibility can have a sizable impact on your brand’s search engine optimization (SEO) efforts. For instance, regularly updated blog posts and articles from your CEO can provide an incredible opportunity to drive organic traffic to your website, in turn improving its search engine ranking. Additionally, positive mentions of the CEO in the media can help generate positive headlines in Google, boosting your company’s larger online footprint.

Elements like consistent content creation — high-quality, optimized content — and link-building (leveraging and promoting CEO-authored articles and posts) can heighten your CEO’s online visibility and, by extension, elevate your brand across critical search results pages.

Related: This CEO Shares 4 Highly Effective Ways to Promote and Scale Your Small to Medium-Sized Business

Stepping into the spotlight with integrity

Visibility is powerful, but it must be handled with integrity to really benefit your company’s reputation. Your CEO’s online actions and communications should be thoughtful, authentic and aligned with the company’s values. Whether it’s participating in online discussions, writing insightful articles or engaging with followers on social, every activity contributes to the tapestry of the company’s online presence.

A CEO’s digital visibility is a formidable tool that can profoundly shape your company’s reputation. By embracing the spotlight with sincerity and strategy, your CEO not only bolsters your company’s image but also sets a benchmark for future leaders.

In this rapidly evolving digital landscape, those at the helm who can navigate with visibility and integrity are the ones who will steer their companies to new heights of success and influence.

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It may be the end of an era for beloved seafood chain Red Lobster, which officially declared bankruptcy on Monday after months of speculation and dozens of abrupt restaurant closures.

Now, the company is speaking out to loyal customers — and investigating the role that its shrimp supplier may have played in its demise.

Related: Red Lobster Suddenly Shutters Dozens of Locations Without Warning Employees, Begins Auctioning Off Equipment

In a letter posted to social media, Red Lobster thanked customers for their nearly five decades of loyalty and assured the masses that the chain wasn’t going anywhere.

We’re here to celebrate every moment, big or small, with our valued guests. pic.twitter.com/JmAoNGP4a8

— Red Lobster (@redlobster) May 21, 2024

“Bankruptcy is a word that is often misunderstood. Filing for bankruptcy does not mean we are going out of business,” Red Lobster wrote. “In fact, it means just the opposite. It is a legal process that allows us to make changes to our business and our cost structure so that Red Lobster can continue as a stronger company going forward.”

Red Lobster noted that companies including Delta Airlines and Hertz “emerged stronger” after filing for Chapter 11 (Delta in September 2005, Hertz in May 2020) and found ways to bounce back.

“Birthdays, graduations, anniversaries, and yes, weddings. We’ve been here for them all,” the chain penned. “Red Lobster is determined to be there for these moments for generations to come.”

Red Lobster’s downfall was a slow burn, primarily blamed on an $11 million loss in November 2023 due to the chain rollout of an “Endless Shrimp” promotion. The deal offered customers all the shrimp they could eat for $20, and it proved to be a bit too popular.

Last week, it was reported that stores had begun shuttering without warning around the country, with dozens auctioning off all of their furniture and equipment online and some employees claiming they were given no notice ahead of time.

In a filing on Sunday, Red Lobster CEO Jonathan Tibus called out former CEO Paul Kenny and Red Lobster’s seafood supplier and owner, Thai Union, regarding decisions made surrounding the “Endless Shrimp” promotion and that Red Lobster is “currently investigating the circumstances” around the decision to make the promotion permanent instead of limited-time.

Related: Endless Shrimp Deal Is Too Popular, Red Lobster Loses $11M

“I understand that Thai Union exercised an outsized influence on the Company’s shrimp purchasing,” Tibus wrote. “[Red Lobster is] exploring the impact of the control Thai Union exerted, in concert with Mr. Kenny and other Thai Union-affiliated entities and individuals, and whether actions taken in light of these parties’ varying interests were appropriate and consistent with applicable duties and obligations to Red Lobster.”

Thai Union completed its purchase of Red Lobster in 2020.