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
October 2022 CEO Echo rankings
23% more CEO mentions
Last month, the .companion CEO metrics bot found 23% more CEO mentions than the previous month's average. Overall, 49% of mentions captured by the CEO Echo were generated by editorial online content, while social media generated 51%. In October, CEO Echo content saw engagement drop by 88%. 47% 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 53% of mentions was linked to corporate agendas. Overall, the tonality of mentions was equally positive and negative.
Total Digital Footprint
Simon Thompson, Royal Mail CEO, dominates with 8% 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 October, Simon Thompson, CEO of Royal Mail, received the highest amount of media coverage. His share of voice totalled 8.4%, the largest footprint of all top board members. In second place was Pat Gelsinger, CEO of Intel, with 6.6%, and Bernard Arnault, CEO of LVMH, took the third spot with 5.2% share of all mentions. 94% of conversations around Thompson’s echo were not related to company financials and thus were above average for agenda-driving topics and content. 13% of the Royal Mail CEO's echo came from editorial media and 87% from social media. Content that mentioned Thompson generated 5 interactions (clicks, shares, likes) per mention. This shows that audiences are somewhat indifferent and made Thompson the 109th most engaged CEO in the ranking. In total, mentions for Simon Thompson were negative significantly more often 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 October. Outside of the paywall, 47% of his digital echo discussed the CEO in stories beyond financial figures. Stories generated 37330 engagements per mention, signifying readers are highly interested. Furthermore, coverage was as much positive as it was negative. As a result, the response to Leonardo’s CEO received 41.6 points. Fredrik Hjelm, CEO of Voi Technologies came in second place with a score of 2.0 and Bader Nasser Al-Kharafi, CEO of Zain, took third place with a Communication Excellence score of 1.9 points.
Jean-Pierre Farandou, SNCF’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, Jean-Pierre Farandou, CEO of SNCF, topped the ranking with a Social Excellence score of 3.6 points. 86% of the conversation came from social media and his engagement was engaged with 8 interactions per mention. Moreover, the sentiments of his mentions were 0% positive, meaning Farandou was ahead of runners-up Pascal Soriot, CEO of AstraZeneca, with 2.8 points and Javier Pérez-Tasso, CEO of SWIFT, who placed third with 2.4 points.