However, anyone who appears with personal profiles on social networks always makes themselves personally vulnerable in direct, or at least digital, contact. It is therefore important to reflect very carefully on one's own position; not to act too spontaneously and purely tactically, but rather to reflect in a larger strategic context. This also includes coordination within the company itself: a CEO is always close to the overall communication, and the personal strategy should be closely linked to it. This is because the people concerned are perceived as official company representatives; what they say is perceived as the company's opinion.
Going it alone should be avoided. This also means that company management, boards of directors and C-level executives should develop common guidelines.
First the strategy, then the posting
Comprehensive support must therefore be provided, including close ties to overall communications, including preventive crisis communications. At least one sparring partner from the communications department should be available.
Only when the personal corporate strategy has been carefully line data developed, when the values are clear, when those concerned are clear about the desired authority - one could also say thought leadership - in terms of values and topics and when the corresponding structures for support and guidance are secured: then it becomes clear how the person in question expresses himself, how he positions himself in his environment and in larger contexts and how he deals with reactions to his statements.
Internal before external
The internal impact must always be considered first and foremost: your own employees are the first and most important stakeholders. And managers should always be aware that they are seen as role models. If they take a political stance, other people in the company will follow suit. And not everyone will share the political opinion and views of the management level. An organization must tolerate this within the framework of democratic freedom of expression. But it must also set limits where rights are violated or people are even discriminated against.