In a recent survey conducted by DHR International and Modern Survey, Linked In remains the top social media site for business executives (Directors and above). While LinkedIn holds on to this top billing, executives indicated that Twitter (27%) and Facebook (44%) were sites that they use often.
Respondents were questioned about their preferences, awareness and usage of social media tools and comparisons were made to a similar survey conducted in 2010.
While LinkedIn has increased its lead as the favorite tool, several popular sites have had broader awareness topping over 80%. Pinterest and Google+, considered "newer "sites, were a distant second tier in awareness levels. Despite the increased awareness and "noise" about Twitter and blogs, very few executives consider them to be their preferred social media vehicle.
Executives are modest users of social media, with most ~60%, using it one hour or less per week. However, while they may not "live" on the sites, over 60% use it daily. The executives also indicated that they would use social media more if (top 2 box agree and strongly agree):
• If it were helpful to their business-90%
• If they were actively looking for a new career opportunity-86%
• If the items learned were consistently high value-85%
• If they thought it was a better use of their time 80%
• If they better understood the benefits ~60%
• If they had a better experience with the tools ~50%
From experience of working with and placing executives, they have significant responsibilities. Thus, it is understandable that their interests lie in advancing their business efforts and/or their careers. Apparently, these tools would be more actively used if they addressed those important areas.
Last, most of these executives are over 40 years old. These findings may be a partial reflection of age as well as time demands for their positions, as more youthful executives tend to be more tech savvy. Regardless of age, executives are increasing their use of social media.
Dwain Celistan is an executive recruiter with DHR International, a top 5 global search firm. He leads the global diversity practice and is a leader in the marketing, sales and supply chain areas.
This study was conducted using Modern Survey's proprietary m/research technology. Modern Survey is a leader in the online survey industry, providing a robust suite of technologies combined with an array of consultative services that help our clients manage talent throughout the employee life cycle, measure and evaluate customer satisfaction and gain insight into changing markets.
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