Written by Michael Szudarek

There was a time when CEOs communicated mostly through quarterly earnings calls, keynote speeches, and carefully curated interviews. Today, leadership is judged not only by financial performance or operational outcomes, but also by public presence—and increasingly, that presence lives online.

In today’s digital landscape, an executive’s presence on social media has moved from optional to essential. Platforms like LinkedIn, X (formerly Twitter), and even Instagram have become critical spaces where leadership is not only seen but evaluated. A consistent and authentic voice from the top can help shape public perception, reinforce corporate reputation, and build trust with key stakeholders. More than just a communications tool, it’s also a strategic asset—one that can enhance talent recruitment, support employee retention, and signal confidence to investors.

We’re not talking about vanity posts or empty corporate jargon. What resonates is visibility grounded in values. When leaders engage with substance and sincerity, they help humanize their organizations. They create access, invite dialogue, and demonstrate that leadership is not confined to boardrooms or investor decks. It’s connected, aware, and publicly accountable.

Several executives have embraced this shift and used it to their advantage. Satya Nadella of Microsoft, for example, maintains a consistent, high-impact presence on LinkedIn—offering reflections on leadership, showcasing innovation, and highlighting the work of Microsoft’s teams. His voice reinforces the company’s evolution and signals a calm, clear sense of purpose. Similarly, Doug McMillon, Walmart’s CEO, showcases executive presence through his regular LinkedIn activity. He frequently shares updates on Walmart’s initiatives in sustainability, community support, and retail innovation, connecting these efforts to their impact on customers and associates globally. His posts are consistent, authentic, and rooted in Walmart’s commitment to making everyday life better. Instead of focusing on sales, McMillon highlights progress—illustrating how modern retail leadership requires transparency, forward-thinking, and a genuine focus on serving communities

Contrast this with executives who treat social platforms as an echo chamber of self-congratulation or, worse, a stage for impulsive outbursts. A reactive or tone-deaf post can quickly erode confidence—especially in moments of crisis. We’ve seen it happen: misjudged humor, dismissive commentary, or posts celebrating business milestones while employees grapple with layoffs or communities face hardship. In those moments, silence can be safer than saying the wrong thing—but strategic engagement, with empathy and awareness, is far more powerful.

That’s where discipline matters. An executive voice on social media should be deliberate and aligned with the organization’s broader communications strategy. The goal isn’t to go viral—it’s to provide perspective, reinforce trust, and lead by example. That doesn’t mean every post must be written personally, but it should reflect the executive’s authentic tone, values, and vision. People can tell when a voice is overly manufactured. They’re looking for leaders who sound like people, not platforms.

At Marx Layne, we work closely with clients to shape and manage executive visibility in a way that’s aligned, intentional, and sustainable. Whether the objective is thought leadership, employee engagement, or industry positioning, social media can serve as a powerful tool—when used wisely. Executive presence is no longer about checking a box. It’s about signaling leadership in a language the world now speaks fluently.

Ultimately, a leader’s voice in the public square has the potential to do more than communicate. It can inspire, guide, and differentiate. In a time when perception can shape reality, silence isn’t just a missed opportunity—it’s a risk.

So, when a CEO logs on, it’s not just another account. It’s an extension of the brand. And done well, it can be one of its strongest assets.