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BP chief executive Bernard Looney posted on Instagram yesterday about his first day in the role.
But is social media an effective way for company bosses to communicate?
“It was a valiant effort. There were certainly elements giving people a behind the scenes glimpse they couldn’t get elsewhere, but there is a slight sense of a dad dancing at a wedding when you see these chief executives posting on social media” says Sara Tasker, an influencer and Instagram consultant.
“It’s a difficult one - if you can do it well, it’s a great investment of your time and energy but it often means compromising on some of the PR machine that chief executives like,” she says.
“People are looking for a bit of authenticity and a connection they can’t get elsewhere so you really need to share something above and beyond what you put on traditional communication channels.”
