If you’ve ever watched a CEO on X (or LinkedIn, for that matter), you’ve probably noticed some pretty big differences in style and impact. Some post meticulously crafted, PR-approved blurbs. Others, like Elon Musk, type out exactly what’s on their minds, punctuation optional. But does every executive need to be out there, tweeting or posting think pieces?
This article is Part 1 of a three-part series on the evolving landscape of executive leadership, with Part 2 exploring The Rise of the ‘LinkedIn Leader’ and Part 3 focusing on Leadership Storytelling: Why the Best Leaders in 2025 Will Also Be Great Narrators. For now, let’s dive into why more and more thought leaders on social media are shaping modern leadership, and how this shift can help or hurt their brand, their company, and their industry standing
Table of Contents
- Why Go Public?
- Benefits of Being a Thought Leader on Social Media
- Watch Out for These Pitfalls
- Learning from Real-World Examples
- Ready to Step Up?
1. Why Go Public?
We’re not talking about listing on the JSE (or any stock market) here. It used to be enough for CEOs to stay in their corner offices and let official PR channels do the talking. Not anymore. These days, with everyone just a click away, people want to see the real person behind the brand. They want to hear your stories, understand your vision, and get a sense of your personality.
One of the greatest advantages of social media is the immediate access it offers to employees, customers, and critics alike, with no need for a middleman. Another benefit is its humanising effect: a personal post or update can make even the largest organisation feel warm and approachable. As industries evolve at a rapid pace, senior executives who actively share their insights can remain relevant and position both themselves and their companies at the forefront of innovation.
The question remains: should CEOs and senior executives embrace social media, even if they don’t naturally seek the spotlight? The truth is you do not have to be a public relations expert to make a real impact. Being genuine, transparent, and receptive to feedback can go a very long way.
2. Benefits of Being a Thought Leader on Social Media
Establishing a strong presence on social platforms allows executives to become thought leaders on social media, opening up opportunities to shape industry discussions, inspire their workforce, and build credibility. Whether you are looking to shape industry discussions, inspire your workforce, connect with customers, or future-proof your career, sharing insights online can make a meaningful difference. Below are a few notable advantages.
Industry Influence
When you consistently share informed opinions or highlight emerging trends, people begin to view you as a reliable source of knowledge. This credibility often extends to your organisation, helping to position it as one of the leading voices within the sector.
Employee Engagement and Retention
Have you ever worked for a company where the chief executive was nearly invisible? It can create a disconnect, making employees feel like they are working for a company rather than with it. When leadership is visible, communicative, and transparent, even on social media, it builds trust and creates a stronger sense of alignment. Employees become more engaged, understand the company’s vision, and are far more likely to stay committed for the long run.
According to Edelman’s Trust Barometer, as reported by The Adecco Group, 60% of employees expect their employer’s CEO to speak out on important societal issues, highlighting just how much leadership visibility matters. Employees today want more than just a pay check; they want to feel connected to a company’s mission and values. When executives engage openly, whether through internal communication or social media, they create a workplace culture rooted in transparency and purpose—one that makes people feel like they are part of something bigger than just their job.
Direct Customer Connection
Whether you are answering product-related questions or responding to feedback, being accessible on social channels can build trust and loyalty. Customers appreciate knowing that the person in charge is genuinely interested in hearing their thoughts.
Personal Brand Building
If you ever decide to change roles, embark on a new venture, or explore a personal passion project, a solid online following remains with you. Think of it as long-term career insurance: your personal brand is yours to keep, regardless of where your professional journey leads.
3. Watch Out for These Pitfalls
Building a strong presence on social media can be a game-changer for CEOs and executives, but it’s not without its challenges. While a well-managed online presence can enhance credibility and encourage meaningful connections, missteps can just as easily undermine a leader’s reputation. Here are some common pitfalls to avoid.
Time Constraints
Let’s be honest, most executives already have full schedules. Maintaining a consistent and thoughtful social media presence can feel like another task on an endless to-do list. The key is to focus on quality over quantity. Posting once a week with meaningful insights is far more effective than frequent but generic updates. Many executives also work with communications teams to help streamline content creation while keeping the voice authentic.
The Risk of Overexposure
Being too visible can be just as damaging as being invisible. Executives who post too frequently or share irrelevant content risk diluting their message and losing credibility. There’s also the added pressure of constant scrutiny: one poorly worded post can lead to unwanted backlash. Thought leadership should be strategic, adding value to conversations rather than contributing noise.
Blurring the Line Between Personal and Professional
Striking the right balance between personal opinions and corporate messaging is crucial. While authenticity is important, executives need to be mindful that their personal views can impact how their company is perceived. Sharing leadership philosophies, industry insights, and company milestones is generally safe, but engaging in controversial topics without careful consideration can backfire.
Forced Authenticity
Audiences can quickly spot a post that feels scripted. The most effective social media leaders don’t just promote company achievements, they share personal reflections, lessons learned, and insights that feel real and relatable. Authenticity doesn’t mean oversharing, but it does mean presenting a real, relatable version of yourself.
Handling Negative Feedback
A social media presence means welcoming both praise and criticism. Whether it’s from employees, customers, or internet trolls, leaders must learn when to engage and when to let things go. Responding with professionalism and transparency can turn criticism into an opportunity to demonstrate strong leadership.
These challenges can be managed with the right approach. Many executives have already mastered this balance, leveraging social media to strengthen their influence and credibility. The most effective thought leaders on social media understand how to navigate these challenges while maintaining authenticity and engagement. But what does successful thought leadership actually look like? Let’s explore some real-world examples.
4. Learning from Real-World Examples
Examining how prominent thought leaders on social media leverage digital platforms provides valuable insights into effective executive engagement. Some leaders embrace unfiltered, high-impact interactions, while others take a more measured, reflective approach. Here are a few notable examples that illustrate different ways executives can navigate the digital space.
Elon Musk (Tesla, SpaceX, X)
Musk’s unfiltered style proves that being a thought leader on social media doesn’t have to be formal or polished. His candid and often provocative posts have sparked debates, controversies, and viral moments. While this approach carries risks, it has also kept Tesla, SpaceX, and his other ventures in constant public discussion, demonstrating the undeniable power of an engaged social media presence. While his approach is divisive, there’s no denying that Musk has mastered the art of keeping people engaged and making them pay attention.
Khaya Dlanga (Author and Marketing Executive)
Khaya Dlanga, a respected voice in South African marketing, recently critiqued an ad from a major retailer, sparking a mix of agreement and disagreement from his audience. Instead of doubling down defensively, he used the opportunity to reflect on his own missteps as a marketer, showing humility and openness to feedback. This moment highlighted an important lesson in online leadership: engaging in industry discussions means being open to critique and learning from it.
Dr Mteto Nyati (Eskom Chair and BSG Chair)
Dr Nyati, known for his leadership across various industries, recently took to social media to celebrate a milestone—ten months without loadshedding. However, within a week, the country was hit with Stage 3 power cuts. Instead of avoiding the topic, he acknowledged the setback, ending his post with, “We fall seven times, we stand up eight.” This response showcased resilience, humility, and the importance of owning both successes and failures in public leadership. Given that loadshedding is one of the most pressing challenges in South Africa, his willingness to acknowledge setbacks publicly reinforced his reputation as a leader who takes accountability head-on.
Key Takeaways from These Leaders
Each of these examples demonstrates a unique approach to thought leadership. Musk thrives on disruption and engagement, Dlanga embraces dialogue and learning, while Nyati exemplifies resilience and accountability. Whether navigating public criticism, celebrating wins, or handling setbacks, effective leadership on social media is about transparency, adaptability, and engagement.
Ready to Step Up?
Social media has reshaped the way leadership is perceived. No longer confined to boardrooms and press releases, today’s executives are expected to be visible, transparent, and actively engaged in the conversations that shape their industries. Whether it’s Elon Musk’s high-engagement style, Khaya Dlanga’s willingness to engage in open debate, or Dr Mteto Nyati’s ability to handle both wins and setbacks with grace, these examples show that there is no one-size-fits-all approach to thought leadership online.
The key takeaway is that being a thought leader on social media is not about self-promotion. It is about connection, credibility, and impact. It’s about sharing insights that matter, engaging in meaningful conversations, and demonstrating the kind of leadership that people respect and trust.
If you’re an executive wondering whether it’s time to build your social media presence, the answer is simple: yes, but with intention. Start where you’re comfortable, be consistent, and focus on authenticity. Whether you choose to share industry insights, leadership lessons, or behind-the-scenes moments from your journey, your voice has the power to influence and inspire.
In the next part of this series, we’ll take a closer look at LinkedIn, the most powerful platform for executive thought leadership. We’ll break down what makes a strong LinkedIn presence, how to craft engaging content, and the common mistakes to avoid.
The rise of thought leaders on social media proves that leadership today is about visibility, engagement, and authenticity. The question is no longer whether leaders should be on social media, it’s whether they can afford not to be.
