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
July 2022 CEO Echo rankings
7% more CEO mentions
Last month, the .companion CEO metrics bot found 7% more CEO mentions than the average of the previous month. Overall, 47% of mentions captured by the CEO Echo were generated by editorial online content, while social media generated 53%. In July, CEO Echo content saw engagement drop by 91%. 44% 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 56% of mentions was linked to corporate agendas. Overall, the tonality of mentions was equally positive and negative.
Total Digital Footprint
Herbert Diess, Volkswagen CEO, dominates with 18% 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 July, Herbert Diess, CEO of Volkswagen, received the highest amount of media coverage. His share of voice totaled 18.1%, the largest footprint of all top board members. In second place was Bernard Arnault, CEO of LVMH, with 12.0%, and Pat Gelsinger, CEO of Intel, took the third spot with 5.3% share of all mentions. 73% of conversations around Diess’ echo were not related to company financials and thus were above average for agenda-driving topics and content. 38% of the Volkswagen CEO's echo came from editorial media and 62% from social media. Content that mentioned Diess generated 34 interactions (clicks, shares, likes) per mention. This shows that audiences are highly engaged and made Diess the 78th most engaged CEO in the ranking. In total, mentions for Herbert Diess were more open negative than positive. We can assume this had a corresponding impact on his overall reputation.
Leonardo’s CEO, Alessandro Profumo, 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).
Alessandro Profumo, CEO of Leonardo, was ranked first in July. Outside of the paywall, 67% of his digital echo discussed the CEO in stories beyond financial figures. Stories generated 369 engagements per mention, signifying readers are highly interested. Furthermore, coverage was more positive than negative. As a result, the response to Leonardo’s CEO received 4.6 points. Rolf Eberhard Buch, CEO of Vonovia came in second place with a score of 3.4, and Hylton Kallner, CEO of Discovery, took third place with a Communication Excellence score of 3.3 points.
Victor Massiah, UBI Banca’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, Victor Massiah, CEO of UBI Banca, topped the ranking with a Social Excellence score of 3.8 points. 100% of the conversation came from social media and his engagement was highly engaged with 14 interactions per mention. However, the sentiment of mentions were 0% positive. Despite this, Massiah was ahead of runners-up Henri Poupart-Lafarge, CEO of Alstom, with 2.9 points and Olivier Andriès, CEO of Safran, who placed third with 2.9 points.
Frank Vang-Jensen, CEO of Nordea Bank, has the highest number of menons 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 July, Frank Vang-Jensen, CEO of Nordea Bank, saluted us from first place in the responsibility ranking, with 46% of Nordea Bank CEOs' mentions related to social responsibility topics. His engagement rate was 416 which can be considered highly engaged. The tonality of media conversations was significantly more positive than negative. Overall, Vang-Jensen’s Responsibility Index came to 6.5 points. Raimon Grifols, CEO of Grifols, followed in second place with 5.1 points, and René Zahnd, CEO of Swiss Prime Site, in third place with 4.1 points.
Christian Hartel, CEO of Wacker Chemie, 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 July, the .companion metrics bot identified Wacker Chemie's CEO, Christian Hartel, as the top communicator for investors after he achieved 4.1 points. 70% of his mentions were related to the financial environment, which is 1.2 times this month's average. His readership was highly interested, indicated by an engagement rate of 238.5, and he experienced significantly more positive than negative comments. He is followed in second and third place by Raimon Grifols, CEO of Grifols, with 4.0 points, and Dominik von Achten, CEO of HeidelbergCement (3.6 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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Previous CEO Echo results
- January 2022 Rankings
- February 2022 Rankings
- March 2022 Rankings
- April 2022 Rankings
- May 2022 Rankings
- June 2022 Rankings
Interactive CEO Dashboard
Gain insight into which CEO's are leading today's conversation. Access the dashboard here and filter for CEO, industry, company, or country and get direct get powerful insights visualized in mentions and hashtags.