CEO’s on Twitter: Interviews with the winners

juni 8, 2017

CEO’s on Twitter: Interviews with the winners

(Swedish version: HERE)

Just like last year, we conclude our survey of how CEO’s of Swedish listed companies use Twitter with short interviews with the winners. We don’t ask the typical winner questions, like how do you feel, instead we focus on issues such as digital leadership and Twitter. We also see this as a way to “close the circle” that began when we interviewed Martin Hävner from the news agency Direkt and Mats Hård from the news agency Finwire about how they use social media in their news reporting.

Next year we will try to do the interviews in another format, but it is always a matter of time, this year however we are pleased that we have managed to conduct interviews with all the winners. Top rated in this year's survey was:

Small Cap: Christian Kinch, Bactiguard AB

Mid Cap: Frank Fiskers, Scandic Hotels Group AB

Large Cap: Johan Dennelind, Telia Company AB

1) Can you describe how you got started Twitter?

It was my former colleague, Ulrika Berglund, fault J I started on a small scale, mostly as a test 3-4 years ago. I received a rather immediate positive response and the number of followers increased rapidly. Today, I see twittering as a natural part of our overall communication.

2) And what are your experiences so far?

To reach a broad audience, Twitter is completely unbeatable. I'm also pleasantly surprised by how easy it is to get in touch with various decision makers via Twitter, which is significantly harder and slows down through more traditional channels. On many occasions, these contacts have also led to concrete action and new business opportunities.

3) What are the most important target groups for you, employees or external stakeholders?

Especially external stakeholders. Our employees are of course a very important target group, but I mainly reach them through internal digital channels and direct contact.

4) Has the fact that you are active on Twitter helped in changes in respect to digital transformation?

Yes, we must all adopt to a more digital behavior and then it's important to live as you learn. I hope and believe that my communication can inspire others, both coworkers and external followers, to take the step of communicating more, but also to re-think about and starting "traveling more efficiently in the digital space" as a complement to traditional means of transportation such as aviation and train services.

5) Would you recommend other CEOs to venture out on Twitter?

Absolutely - the possibilities are just a "click" away.

1) Can you describe how you got started Twitter?

My friend, Ola Rollén of Hexagon was a bit of an inspiration in this area.

2) And what are your experiences so far?

Only positive. Twitter helps increase Scandic's exposure and contributes to a positive and transparent image of the company. Many re-tweets also show the employees' pride and commitment to the messages.

3) What are the most important target groups for you, employees or external stakeholders?

The target groups really include everyone. Responses to and interest in my tweeting come from both employees, customers, the media and partners.

4) Has the fact that you are active on Twitter helped in changes in respect to digital transformation?

Twitter is not a revolution anymore - but I think it shows that we're seeing digital communication as important and that we are practically using digital opportunities.

5) Would you recommend other CEOs to venture out on Twitter?

The question really lacks meaning. I do not think that any CEO today can refrain from communicating digitally with its stakeholders! Being absent on social media today is not an option.

1) Can you describe how you got started Twitter?

I got started early but was passive for a long time, followed flows and news. Started more actively when I became CEO of Telia to spread some specific news and messages both internally and externally. Part of the profiling of Telia.

2) And what are your experiences so far?

I am not as active as I should/want. But I feel that it works very well from time to time and it has generated "off-line contacts" and important discussions for us.

3) What are the most important target groups for you, employees or external stakeholders?

50/50.

4) Has the fact that you are active on Twitter helped in changes in respect to digital transformation?

Yes, absolutely. Together with our Twitter queen @hbarnekow and others, we have raised the engagement with customers. We run the Twitter flows from our customer service on our screens in our new "home" in Solna.

5) Would you recommend other CEOs to venture out on Twitter?

Yes, and be yourself as much as you can... even if I sometimes ask Borsos (Head of Comms) to stop me if he can ... then he has 5 seconds to act 😉

CEO’s on Twitter: Interviews with the winners