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Workplace Ecosystem

DAX bosses shun social networks

DAX corporations may play a leading role in digitization, but when it comes to modern communication they are certainly lagging behind: Only 23% of DAX CEOs use social media. To the rescue come primarily women in executive management positions.

27 Feb. 2018 David Schahinian
Source: Oliver Wyman Digital DAX-Analyse
Source: Oliver Wyman Digital DAX-Analyse

Consulting firm, Oliver Wyman, has titled the results of its "Digital DAX" analysis "Everything is going digital – except for bosses": Only 7 of 30 German DAX CEOs are active on social networks. In contrast, their Austrian and Swiss colleagues seem to be much more open-minded: Here, more than twice as many CEOs can be found on Facebook, Twitter, etc.

Coming in at 52%, DAX executive board members are much more active. The analysis also revealed that diversity especially pays off: Women and non-Germans are characterized by much higher social media activity. Overall, 74% of female DAX executive board members use modern communication channels, compared with only 40% of men. Consultants argue that social media is a very important platform for social dialog, making a stronger presence of executive managers crucial. Daimler CEO, Dieter Zetsche, proved in 2017 that there is great interest: Within nine months, he had over 80,000 LinkedIn contacts.

On the positive side, considering these findings, employees are at least spared the ordeal of receiving contact requests from their bosses on social networks. Online, discussions as to whether users may reject such requests – and if so, how – are becoming more frequent. Communications trainer, Alexander Plath, told the "Welt" newspaper that users may do so, as long as they give a reason why.