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Should Your CEO be on TikTok?
100,000 trips per week.
The self-driving car company Waymo recently announced it has surpassed 100,000 paid trips per week. That’s a big milestone worthy of a big communications push.
Waymo didn’t announce it via the wire. It didn’t embargo a release with a target publication. It didn’t even post the news to the company blog.
The announcement was made on the company CEO’s LinkedIn page.
Waymo Co-CEO Tekedra N. Mawakana shared a carousel post with the announcement, plus testimonials highlighting Waymo’s value prop.
And the post has garnered a ton of traction – nearly a thousand reactions, dozens of comments, and 120+ reposts.
The comments are a mix of congratulatory notes to Mawakana and Waymo at large. In one notable instance, a commenter follows up with a question about crash stats. The Waymo Director of Safety Research and Best Practices chimes in with the answer.
That hints at a coordinated effort from Waymo’s comms team to monitor and manage this announcement on this unique channel.
Are Your Execs on Social Media?
The post points to a larger trend around how c-suite execs and the organizations they lead approach social media. Executive social media profiles (especially on LinkedIn) have become extensions of brand and owned media channels.
It makes sense. Executives already play a key role in communications efforts. A robust social media presence harnesses the power of their existing network while advancing brand comms goals.
But it isn’t without risks. An outdated profile with sporadic posts can actually do more harm than good. Having a dedicated strategy can make all the difference.
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