CEOs of the largest Polish companies are the most active on social media.

Polish CEOs of the TOP 20 companies published 766 posts on their social media profiles (LinkedIn and Twitter) in the first half of 2020, giving us first place in terms of communication intensity among managers in the markets covered by the study. About 22% of posts by Polish CEOs concerned topics related to the COVID-19 pandemic. France comes right behind Poland with 483 posts. In France, 36% of posts by CEOs of the largest companies concerned the pandemic.

Polish CEOs Most Active on Social Media [REPORT] — illustration 1

Poland a leader in CEO communication

This year's edition of the study was conducted in 18 countries, including Poland. As every year, the presence of several hundred CEOs was examined in terms of active profiles (Twitter and LinkedIn) on social media. Additionally, published posts were analyzed in terms of content related to the COVID-19 pandemic. In the overall ranking of the number of active profiles, Polish CEOs take 4th place (Twitter and LinkedIn were taken into account). First place in the ranking went to the Netherlands with 26 active profiles.

The pandemic did not change CEOs' general communication behavior in their use of social media. Only those CEOs who had already been using Twitter and LinkedIn consistently commented on the current situation. The popularity of LinkedIn is clearly growing, but unfortunately the popularity of Twitter is not changing, which may result from the more demanding and, for many managers, riskier form of communication offered by this medium” – Norbert Ofmański, managing the PR team at the On Board Think Kong agency.

The most active CEO: Daniel Obajtek

In Poland, the most active profile is run by Daniel Obajtek – CEO of PKN Orlen. In 2020, as many as 295 tweets appeared on his Twitter, a quarter of which were posts related to COVID-19. Posts published by CEOs of Polish companies related to COVID-19 most often concerned support for Polish healthcare and broadly understood aid activities. There was also information about changes being introduced in the functioning of facilities in connection with COVID-19.

More about the study:
https://obtk.pl/prezesi-najwiekszych-firm-korzystaja-mediow-spolecznosciowych/

About the study

CEOs on social media — who wins in communication?

**Since 2017, On Board Think Kong, as part of the ECCO Network, has been carrying out a study on several dozen markets, analyzing the profiles of CEOs of the largest companies in terms of market capitalization. In this year's study, profiles on LinkedIn and Twitter belonging to CEOs managing the largest companies in 18 countries around the world were analyzed in terms of presence and activity.

*In Poland, the market capitalization indicator of companies listed on the Warsaw Stock Exchange from May 2020 was used. The study checked whether CEOs have their own profiles, whether they are active on Twitter and LinkedIn, and how many followers they have. The study was conducted by the ECCO Network for the third time (its first edition was carried out in 2017).

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Summary

The study conducted by On Board Think Kong and the ECCO Network shows that Polish CEOs of the largest companies are leaders in terms of communication intensity on social media, publishing 766 posts in the first half of 2020. This significantly surpasses France, where 483 posts were recorded. The most active CEO turned out to be Daniel Obajtek of PKN Orlen, who posted 295 tweets on Twitter, one in four of which concerned the pandemic. The report shows that COVID-19 did not change CEOs' communication habits — only those who had already been using these platforms remained active.