CEO.com, in collaboration with Domo, recently published the  “2012 Fortune 500™ Social CEO Index” research report. The “research” cites the percentage of CEOs using social media, versus the general public’s use.

For example, 3.8% of CEOs have registered for Twitter, vs 34.3% of the U.S. population. But 25.9% of CEOs have LinkedIn profiles, whereas only 20.2% of the U.S. population does.

The implied conclusion is that since someone else is doing something, you should be doing it, too. Never a good-enough reason by itself to do anything in business (if you know how to define and execute strategy).

For LinkedIn, my guess is that the number of business professionals with LinkedIn profiles is actually higher than 20.2% rate of the total population (e.g., my eight-year-old nephew doesn’t have a LinkedIn profile), but that’s beside the point.

In the end (pg. 4), the report does provide a conclusion, a neat listing of benefits based on an employee survey, such as (among others):

  • 78% want to work for a social CEO
  • 94% believe social CEOs will enhance the company’s brand

However, NONE of these and other benefits came from the CEO.com/Domo research itself. They all came from other research conducted by BRANDfog and IBM, neither one of which is directly cited in the notes.

If you want to read the CEO.com/Domo, report, here’s the link: http://www.ceo.com/wp-content/themes/ceo/assets/F500-Social-CEO-Index.pdf (PDF; now you don’t have to register and surrender your privacy to get something useless in return).

For some really useful insights, here’s the link to the BRANDfog research: http://www.brandfog.com/CEOSocialMediaSurvey/BRANDfog_2012_CEO_Survey.pdf (PDF).

I can’t locate the IBM research cited. (I also didn’t look very hard.)

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