The Fourth Edition of The Changing

Face of Executive Reputation

The Fourth Edition of The Changing Face of Executive Reputation research study captures the accelerated nature of digital change in COVID-19 era. Several of the core trends that we saw in 2019 such as the rising importance of LinkedIn and Twitter continued. However, we see platforms like YouTube and elements like video come to the fore. The 2020 study reflects the mindset of professionals who because of the pandemic are rapidly increasing and upgrading their online activities to stay connected and relevant. Also, this year's whitepaper is the culmination of our most ambitious research study to date with the largest sample of senior executives (1000+) form around the world.
The Fourth Edition of The Changing Face of Executive Reputation research study captures the accelerated nature of digital change in the COVID-19 era and the rapidly rising importance of executive online reputation management. The year’s Study is the largest one we’ve completed with 1,063 respondents, 96% of whom are managers or above in their titles.
In a world where we are working from home and conducting business via one Zoom meeting after another, the topic of online executive presence matters more than ever before. The 2020 Whitepaper findings reflect this new digital reality. If we were evolving to a more virtual-work model until January of this year we are now sprinting to a new model for work and communications.
Some of the Report’s highlights include:
  • Over 38% viewed a social media professional presence to be more important during the COVID-19 pandemic
  • 92% of those surveyed use social media to share professional news and content regularly
  • 18-44 year-olds are four times (4x) more likely to post multiple times a day than those ages 45-71
  • 65% of 18-44 year-old professionals surveyed are more likely to buy from the brands or companies represented by professionals they follow
  • 76.9% believe that an executive’s social media presence can help their organization’s sales growth
  • 90% of business professionals are perusing and/or posting on LinkedIn every week
  • 33% of business professionals follow other executives on YouTube
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Special thanks to Emerson College in Boston and The Blanquerna School of Communication and International Relations-Ramon Llull University in Barcelona for their continuing partnership via the Blanquerna Emerson Center for Global Communication. This global study is fast becoming a benchmark study for anyone exploring the topic of executive reputation and professional online presence.