tech
December 21, 2025
Your CEO wants to be a social media influencer. Is it cool or cringy?
Executives and founders were sold on the idea that social media is good for business. But they're learning the hard way that it's not all it's cracked up to be.
TL;DR
- Corporate executives are increasingly active on social media, particularly LinkedIn, to enhance personal and firm-wide brand awareness.
- Posts that come across as inauthentic or tone-deaf, such as teary selfies after layoffs or announcing job cuts alongside revenue highs, can lead to public backlash and damage reputations.
- Examples like Braden Wallake ('Crying CEO') and Jason Yanowitz faced significant criticism for their social media posts related to layoffs and company performance.
- Mike Gannon's unauthorized financial projections on social media led to a regulatory filing from Snowflake clarifying the statements were not official.
- Elon Musk has faced legal scrutiny for business-related comments made on social media.
- Some executives, like Yehong Zhu, have experienced negative reactions to their posts but also noted increased publicity and business sign-ups, suggesting 'all attention is good attention'.
- Despite the risks, some executives still see the benefits of social media for brand growth, though they advise caution and careful consideration of content.
- A market for CEO social media coaching and consulting has emerged due to the increasing complexities and risks associated with executive online presence.
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