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
November 2022 CEO Echo rankings
4% more CEO mentions
Last month, the .companion CEO metrics bot found 4% more CEO menti ons than the average of the previous month's average. Overall, 40% of men tions captured by the CEO Echo were generated by editorial online content, while social media generated 60%. In November, CEO Echo content saw engagement drop by 99%. 34% of all CEO menti ons were related to financial news, meaning they simply referred to company figures that are o en required to be disclosed by law. In contrast, the context of 66% of men tions was linked to corporate agendas. Overall, the tonality of menti ons was equally positi ve and negati ve.
Total Digital Footprint
Simon Thompson, Royal Mail CEO, dominates with 25% 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 November, Simon Thompson, CEO of Royal Mail, received the highest amount of media coverage. His share of voice totalled 24.8%, the largest footprint of all top board members. In second place was Bernard Arnault, CEO of LVMH, with 4.3%, and Jim Ovia, CEO of Zenith Bank, took the third spot with 2.9% share of all men tions. 97% of conversa tions around Thompson’s echo were not related to company financials, and thus were above average for agenda-driving topics and content. 5% of the Royal Mail CEO's echo came from editorial media and 95% from social media. Content that men tioned Thompson generated 5 interacti ons (clicks, shares, likes) per men tion. This shows that audiences are somewhat indifferent and made Thompson the 106th most engaged CEO in the ranking. In total, men tions for Simon Thompson were nega tive significantly more o ften than positi ve. We can assume this had a corresponding impact on his overall reputa tion.
Heineken’s CEO, Dolf van den Brink, 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).
Dolf van den Brink, CEO of Heineken, was ranked first in November. Outside of the paywall, 95% of his digital echo discussed the CEO in stories beyond financial figures. Stories generated 60 engagements per mention, signifying readers are highly interested. Furthermore, coverage was significantly more positive than negative. As a result, the response to Heineken’s CEO received 5.6 points. Frankie Ng, CEO of SGS came in second place with a score of 4.3 and Akbar Al Baker, CEO of Qatar Airways, took third place with a Communication Excellence score of 3.0 points.
Jason Chen, Acer’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, Jason Chen, CEO of Acer, topped the ranking with a Social Excellence score of 3.1 points. 64% of the conversations came from social media and engagement was somewhat indifferent with 6 interactions per mention. Moreover, the sentiments of his mentions were 43% positive, meaning Chen was ahead of runners-up Keith Farlinger, CEO of BDO, with 2.5 points and Moshe Lari, CEO of Mizrahi Tefahot Bank, who placed third with 2.4 points.