As critical figureheads, Chief Executive Officers play a key role in how corporations are perceived by the public, and so it's vital that organizations keep their fingers on the pulse of CEO-focused media.
In collaboration with .companion, a data consultancy and KPI expert, Meltwater presents the 2022 CEO Echo; a monthly media intelligence analysis of CEOs heading up some of the world's largest brands. The ranking leverages Meltwater's media intelligence capabilities and automated analysis by the .companion bot to offer readers highlights and benchmarks across the following areas:
- Total CEO Digital Footprint
- CEO Communication Excellence
- CEO Social Excellence
- CEO Responsibility Excellence
- CEO Investor Excellence
February 2022 CEO Echo rankings
26% more CEO mentions
Last month, the .companion CEO metrics bot found 26% more CEO mentions than the average of the previous month. Overall, 50% of mentions captured by the CEO Echo were generated by editorial online content, while social media generated 50%. In February, CEO Echo content saw engagement drop by 42%. 53% of all CEO mentions were related to financial news, meaning they simply referred to company figures that are often required to be disclosed by law. In contrast, the context of 47% of mentions was linked to corporate agendas. Overall, the tonality of mentions was more positive than negative.
Total Digital Footprint
Bernard Looney, BP's CEO, dominates with 21% CEO Echo coverage
What role does a CEO play in a company's overall corporate messaging, whether voluntary or involuntary? The CEO Digital Footprint aims to answer this question.
In February, Bernard Looney, CEO of BP, received the highest amount of media coverage. His share of voice totaled 20.5%, the largest footprint of all top board members. In second place was Pat Gelsinger, CEO of Intel, with 6.4%, and Ben van Beurden, CEO of Royal Dutch Shell, took the third spot with 3.4% share of all mentions. 77% of conversations around Looney's echo were not related to company financials and thus were above average for agenda-driving topics and content. 16% of the BP's CEO's echo came from editorial media and 84% from social media. Content that mentioned Looney generated 31 interactions (clicks, shares, likes) per mention. This shows that audiences are highly engaged and made Looney the 77th most engaged CEO in the ranking. In total, mentions for Bernard Looney were equally positive and negative. We can assume this had a corresponding impact on his overall reputation.
Airbus' CEO, Guillaume Faury, takes the number 1 spot
Two common goals widely shared by media teams are communicating key messages and building a favorable reputation, both of which rely heavily on editorial mentions. The Communication Excellence ranking analyses and aggregates media volume (removing financial report listings).
Guillaume Faury, CEO of Airbus was ranked first in February. Outside of the paywall, 39% of his digital echo discussed the CEO in stories beyond financial figures. Stories generated 1052 engagements per mention, signifying readers are highly interested. Furthermore, coverage was more negative than it was positive. As a result, the response to Airbus' CEO received 9.7 points. Calvo Mawela, CEO of MultiChoice Group came in second place with a score of 5.8, and Luis Gallego, CEO of International Airlines, took third place with a Communication Excellence score of 4.4 points.
Peter Ndegwa, Safaricom's CEO, wins first place
These days, simply having a social media profile is not enough. If you want to have an impact on opinion leaders outside of editorial offices, or on consumers and digital elites who are not easily accessible through the mass media, you have to be mentioned frequently on social media. The Social Excellence Index answers whether a company's attempts at this have been successful.
Last month, Peter Ndegwa, CEO of Safaricom topped the ranking with a Social Excellence score of 3.4 points. 82% of the conversation came from social media and his engagement was somewhat indifferent with 4 interactions per mention. Moreover, the sentiment of his mentions was 78% positive, meaning Ndegwa was well ahead of runners-up Dave Mosley, CEO of Seagate Technology with 2.9 points, and Bernard Looney, CEO of BP, who placed third with 2.6 points.
Carsten Spohr, CEO of Lufthansa, has the highest number of mentions surrounding social responsibility
The .companion metrics bot also determines whether CEOs appear in the digital media as leaders in the context of the UN's sustainable development goals, e.g. in the context of social responsibility or climate and environmental protection. Our Responsibility Index shows how well this has been achieved. For this index, the metrics bot only analyses mentions related to sustainability-related topics.
In February, Carsten Spohr, CEO of Lufthansa saluted us from first place in the responsibility ranking, with 47% of Lufthansa's CEO mentions related to social responsibility topics. His engagement rate was 5536 which can be considered highly engaged. The tonality of media conversations was significantly more negative than positive. Overall, Spohr's Responsibility Index came to 27.5 points. Patrice Caine, CEO of Thales, followed in second place with 2.0 points, and Rainer Seele, CEO of OMV Group, in third place with 2.0 points.
Stefan Traeger, CEO of Jenoptik, takes the number 1 spot for the financial echo
CEO mentions in the context of balance sheet figures offer little scope for setting content-related agendas but are crucial for building investor confidence. In this environment, the metrics bot determines which CEOs were mentioned from a financial standpoint, forming an index for investor communication.
In February, the .companion metrics bot identified Jenoptik's CEO, Stefan Traeger, as the top communicator for investors after he achieved 5.1 points. 100% of his mentions were related to the financial environment, which is 1.6 times this month's average. His readership was highly interested, indicated by an engagement rate of 333.2 and he experienced significantly more positive than negative comments. He is followed in second and third place by Jack Bowles, CEO of British American Tobacco, with 3.9 points, and Jean-Laurent Bonnafé, CEO of BNP Paribas (3.8 points).
- Media conversations were tracked and analyzed globally with the help of the market-leading monitoring tool, Meltwater
- All content is in German and/or English and publicly accessible across websites, forums, and social media
- The text and content of the CEO Echo are generated automatically by the .companion metrics bot
- All Excellence index values are based on three criteria:
1. How often the respective CEO is mentioned in a certain context
2. How many of those mentions were positive
3. How many engagements did those posts and articles received
- While it is necessary to have an above-average share of mentions in the respective category it's still possible to score high on a certain index despite one of the sub-criteria receiving results that are somewhat sub-par
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