The role of a CEO on social media is constantly changing, and some still argue it’s too risky to have the CEO be active at all.
As consumer and workforce expectations continue to evolve, leaders are challenged to build connections, share transparently and authentically and add to the company’s valuation. Social media is a tool that can achieve all this and more.
When I’m speaking or training executives, they often express their fear of making a mistake, damaging the brand or offending someone, and many simply lack confidence on social media. Recently, some have cited McDonald’s CEO Chris Kempczinski’s viral video when sharing their hesitations around building a social media presence.
The video spread like wildfire, drawing laughs and criticism from people online, and prompted competitors, including Burger King, to use the moment to jab their rivals. On the surface, it was an awkward moment. But here’s a hot take: The video was good for both Kempczinski and McDonald’s. The viral moment generated earned media and increased sales for the new burger, and if you’ve followed Kempczinski on social media for some time, the video was authentic and aligned with his presence.
How Social Media Can Boost Your Brand
I posted my hot take on LinkedIn and received comments from people I don’t know who pushed back on my perspective, suggesting this is a prime example of why CEOs shouldn’t be on social media. In my experience, increased sales aren’t the main goal of getting executives active on social media, but the intention of authentically showing up as a human and valuable executive influencer should be, and here are the top three benefits.
Reputation
A CEO’s reputation impacts a business more than ever before. A Weber Shandwick and KRC Research report notes that 87% of CEOs believe a strong reputation attracts investors, and 83% say it helps gain valuable media coverage and provides crisis protection. That same research found that executives attribute 45% of their company’s reputation to their CEO’s personal reputation.
This is why a CEO’s reputation is so important.
While Kempczinski’s message could’ve been more refined to better reflect his affinity for the brand, I don’t believe his intention was to go viral. He was authentically being himself. His online reputation was built through consistent posting and connecting with his audience, which likely includes current and future customers and employees, investors and industry peers.
Brand Reach
Having a CEO with a large social media presence is another avenue to boosting your brand’s visibility. As artificial intelligence continues to flood social media with content, users are craving authentic content from individuals rather than brands. On LinkedIn, leadership content receives twice the engagement and three times as many comments as company accounts, according to a 2023 FTI Consulting report.
I host the Flip Your Script podcast, and a recent guest was Joyce Toti, the founder and CEO of Collective Women’s Leadership, a group of women who are looking to level up their careers. Toti’s social media content provides authentic advice drawn from her experience. For example, she has posted no-holds-barred conclusions that a senior-level leader may make based on someone’s handshake or what an executive may expect in someone’s online appearance. She also shares behind-the-scenes glimpses of her life to provide insight into the reality of building, growing and running a business, as having a CEO title and understanding what happens during a day or a week are two different things. This kind of social media content is authentic to her brand and adds value to her audience.
To be clear, a large social media following doesn’t happen overnight. It needs to come organically and over time. If a marketing team tries to create content for a CEO to go viral, it’s the equivalent of a one-hit wonder. The strategic long-term value is in providing content that continues to resonate with key audiences.
AI Search Visibility
Artificial intelligence is changing how people find information, and CEOs need to take notice.
LinkedIn is the second-most cited domain across ChatGPT, Google AI and Perplexity—ahead of Wikipedia, YouTube and every major news outlet, according to a Semrush study.
Of those using AI search, 44% cite it as their chief source of information, suggesting it may be where users find and explore your brand. Building a CEO’s social media presence and boosting their AI search visibility with positive content are crucial to shaping a brand’s online sentiment.
Authenticity Is A Recipe For Success On Social Media
Authenticity is the key element when establishing executives on social media, but there are a couple of things to keep in mind.
You need to post original thoughts, not AI-generated content. AI can’t have original thoughts and perspectives. It is scraping the internet for information and giving you what is already online. You have to be yourself and establish your individual brand as a digital leader.
And it isn’t good enough to focus all the attention on the CEO. FTI Consulting found that companies see the greatest impact when at least four of their leaders are active on social media.
Chris Kempczinski will be remembered as the CEO who took a small bite of a burger (aka “product”), but his authentic presence remained consistent before, during and after that post, and the brand continues to benefit from his exposure. Other executives should take note and aim to replicate his success by strategically stepping up their social media game.
Kristi’s article was originally posted in Forbes on May 7, 2026.