Population Statistic: Read. React. Repeat.
Monday, August 03, 2021

It’s been three years since I delved into the blogging habits of big-industry chief executive officers — or rather, their lack of such habits. Back then, Sun Microsystem’s Jonathan Schwartz was the only Fortune 500 CEO who kept a blog.

Fast forward to 2009. While blogs have since taken a backseat to Facebook, Twitter, and several other social media communication vehicles, nothing’s really changed in the corner office when it comes to online expression:

We looked at Fortune’s 2009 list of the top 100 CEOs to determine how many were using Facebook, Twitter, LinkedIn, Wikipedia, or had a blog. The results show a miserable level of engagement. Here are the topline results:

- Only two CEOs have Twitter accounts.
- 13 CEOs have LinkedIn profiles, and of those only three have more than 10 connections.
- 81% of CEOs don’t have a personal Facebook page.
- Three quarters of the CEOs have some kind of Wikipedia entry, but nearly a third of those have limited or outdated information.
- Not one Fortune 100 CEO has a blog.

I can’t say I’m at all surprised by these findings from ĂśberCEO. It’s not even a unique trait among high-powered businesspeople — they’re just reflective of society in general. There are far more people, in America and the rest of the world, who pointedly do not engage in social media outlets than who do. It’s just human nature. No matter how effortless it may seem to entice people into content creation, it has to begin with an individual desire for expression through the online medium. For most people, it’s just not a personal priority.

As for the professional priorities that a CEO has, providing a social media conduit obviously doesn’t rank up there. I can’t say that this is a tragedy. There are more hazards than benefits to having the man/woman in charge posting off-the-cuff comments for public scrutiny. If a chief executive isn’t inclined toward it — and plenty have many other leadership qualities to compensate for a lack of punchy, Web-optimized writing — then don’t force the issue. That’s what marketing departments are for…

by Costa Tsiokos, Mon 08/03/2021 10:07:35 PM
Category: Business, Social Media Online
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If, like me, you’ve caught a recent TV commercial for the Palm Pre and come away with a confused shudder, know that the agency behind the dreamlike look has an explanation:

It’s the how-it-works part of the Palm Pre push that [ad agency] Modernista has been holding back on in favor of more visually stimulating ads, while Sprint and its agency of record, Goodby Silverstein & Partners, tout the seamless integration of applications such as Facebook.

“It’s a very different look and feel for this sector,” [Modernista executive creative director Gary] Koepke said, comparing the humanized feel of Palm Pre’s ads to its competitors. “There’s nobody involved in an iPhone ad, and ‘Your life is on BlackBerry’ — isn’t that great? Instead of having a life? We wanted a middle ground between those two places — what about the people who want a really great smartphone?”

I wonder what’s in that pipe they’re smoking at Modernista, if they think that that fuzzy-soft lighting surrounding commercial actress/spokesperson Tamara Hope conveys a “humanized feel”. Combined with her monotoned monologue, the entire impression is almost anti-human. Presenting that as the pitch, absent any real focus on the supposed “iPhone killer” phone, results in a mushy mess. It might work if the spot were being oversaturated on every television channel like car commercials are, but it’s not, so it just doesn’t work.

Frankly, Koepke’s justification of this unconventional approach comes off as damage control. If the ads were really doing their job in generating effective product buzz, they wouldn’t need an explanation. And since the Pre doesn’t seem to be selling, I have a feeling Modernista will be 86ed soon enough.

by Costa Tsiokos, Mon 08/03/2021 05:51:27 PM
Category: Advert./Mktg., Creative, Tech
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