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How CEOs Can Leverage Twitter by Michael Etter, Isabell M. Welpe, Timm O. Sprenger, Cornelius Puschmann, Johan Bollen, Ashish Goel, Terri L. Griffith, Gerald C. Kane, Arvind Malhotra, Claudia Kubowicz Malhotra

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How CEOs Can Leverage Twitter

Rather than waiting for impressions about a company to be driven by others in social media, CEOs can help shape the conversation.

Many companies have embraced Twitter as one of the best ways to communicate with customers and other types of stakeholders. However, many CEOs don’t leverage the power of Twitter to the fullest extent. The number of CEOs of large companies who are active on Twitter continues to be low. As of September 2014, only 42 Fortune 500 CEOs had Twitter accounts. Of those, only about 70% were truly active and tweeting in a meaningful way.1

One high-profile Twitter user is Elon Musk, CEO of Tesla Motors Inc. and SpaceX. Musk typically tweets ...

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