Given the challenge, I can relate any three topics to each other. However, in the case of change management, social media, and CEOs, there’s a strong relationship that is reinforced by concepts in the Baldrige Excellence Framework. Two studies by Leslie Gaines-Roth et al. of Weber Shandwick, a leading global public relations agency, caused me to think about these links.

First, let me briefly summarize the Weber Shandwick studies’ findings. The most recent research found that eight out of every 10 CEOs are now engaged in the use of social media. This is more than double the percentage in 2010 (36%), when Weber Shandwick first started tracking the social media activity of CEOs. Company websites are the primary driver of CEO social media use, with 68 percent of CEOs engaging through those sites.

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