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The CEO of any company needs to be adept at managing and engaging employees – particularly in today’s world of digital & social media. To that end, a solid, consistent and authentic presence across the relevant social media platforms – for your personality, for your industry and for your business – can build trust among employees and prospective hires. It is a critical element of management in the 21st century.

That’s why digital & social media is referred to as the ‘trust economy’.

An important element of the role as the ‘new’ or ‘Social CEO’, a sound barometer on how employees feel, what motivates them, and how he or she as their final’ boss’ can fulfil their expectations is critical. This isn’t just about culture or about TALKING about your acceptance of social media as CEO. It’s about – wait for it – walking the talk.

CEOs that are engaged with social networks can keep their finger on the pulse of the organisation. Competitors. Industry media. New industry entrants. Events. Networking opportunities. The works.

One of the major elements of the relationship between employees and the CEO is trust (there’s that word again). Employees need to trust that the CEO has a strong vision and that he values them and their contributions. Trust allows the employees to feel fulfilled and motivated. The socially-engaged CEO can be more transparent and approachable than one without any social presence.

The Social CEO has documented that almost half of all CEOs have biographies on the company website. However, a mere 20% of CEOs have any social media presence at all (not even on LinkedIn – do you believe it?). The same website found that consumers prefer to have a CEO who is active on social networks and employees prefer working for a socially-active CEO (there truly is a ‘cool’ factor).

The tools of social media allow CEOs to gather vast amounts of data about company perceptions and morale. On the other side, the CEO can also engage directly with the employees and the customers. This two-way channel of information is a powerful tool for social CEOs to be open with customers and employees, building trust and open communication. Having social engagement is just an extension of the management that a CEO does already in ordinary circumstances.

It is all about valuing the contributions of each and every employee. While only one person is CEO, the company as a whole depends on all of the employees bringing their unique blend of skills and experience to enhance the bottom line. When the CEO can use social network channels to communicate with employees, those employees can discuss their concerns and aspirations directly with the leadership.

Using social networking for marketing is especially valuable for CEOs, who otherwise seem distant and unapproachable (and ‘old school’). They can be the face of the company, which really helps customers feel like they have a direct line to the people who can make decisions. Active engagement with customers is the best way to build up a relationship with them and start off repeat business.