As social leadership is an increased focus for global businesses, BusinessNext went in search of the top 25 CMOs in Fortune 100 Companies. In the end, they could only find 20 as only one in five CMOs on the Fortune 100 list are active in public social networks. I'd concur, though, that number is higher than previous years. 

Despite The CMO Survey's recent projection of an 150% increase in social spending in marketing budgets over the next five years, the majority of the senior staff holding the purse strings are yet to establish a social footprint of their own. Is this an indication that they don't understand the space, or is it that they put their efforts in promoting the brands they work for instead of the brand of "me"?

As our business and personal lives shift toward a highly transparent and online focus, it is arguable that these unsocial CMOs will have a place at the table in five years time. As they move into new positions or look for new roles, there will be other highly experienced executives with a strong social background who will pique them to the post.

I've already seen colleagues in the print world who have been pushed out of jobs due to redundancy as companies downsize and close their doors and they are finding themselves no longer employable. Below are the top 20 CMOs in a breakdown of Twitter followers and a score created by BusinessNext. This weighted formula takes into account the number of Twitter followers, retweet frequency, social engagement frequency, social mentions, KRED scores, Klout scores, and related factors.

Do you think it's important for senior executives to rank high in social or do you think their strategic expertise will win over how often they tweet? 

Heather Taylor

Published 4 December, 2012 by Heather Taylor

Heather Taylor is the Editorial Director for Econsultancy US. You can follow her on Twitter, Google+ or Pinterest.

236 more posts from this author

You might be interested in

Comments (2)


James Clarke

I think it's incredible that so few senior staff are still apparently unable to see the value of social media.

I expect this to change rapidly over the coming years as companies require greater leadership over the social direction of their business.

over 5 years ago

Panos Ladas

Panos Ladas, Digital Marketing Manager at Piece of Cake

It makes me wonder what the "social score" is. We are not talking about pagerank here, we are talking about something simpler, probably a formula that they could just announce as it doesn't actually have any business value :S

Oh, and by the way, in case you haven't noticed: The number of followers means (almost) nothing, I wouldn't even mention them if I were you.

over 5 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.