07 Nov Is Facebook Relevant for Executive Social Media?

Launched to the public in May 2006, Facebook remains one of the top social media sites—even if it may not seem like it.

As marketers and companies look to platforms like Instagram, TikTok, and LinkedIn, it can be easy to forget just how popular Facebook was and continues to be. And yes, we’re talking right now in 2024!

In fact, this Statista study illustrates how active the platform is, with monthly active users increasing steadily since Q3 2008. Facebook is the most used online social media channel around the world with over 3 billion users. The United States ranks second behind India in terms of user count.

With Facebook being such a popular platform, why doesn’t it get mentioned as often as LinkedIn when it comes to executive social media? Keep reading to learn whether Facebook is a good fit for your executive social media program.

Is Facebook Relevant for Executives?

In our 2023 study of Fortune 500 CEOs, we saw a massive 65% drop in the number of CEOs using Facebook compared to the previous year. In this year’s updated study, we saw a decrease of 12% in CEOs using Facebook compared to 2023. Facebook was the clear social media “loser” and it comes as no surprise that across the same timeframe, LinkedIn was the only “winner” that saw an increase in CEO usage.

There are several reasons for this. Across both studies, we saw trends towards social media consolidation. In other words, more CEOs were using just one social media platform versus having a presence on multiple platforms. For many executives, LinkedIn stands out as the best option. With a focus on building professional connections with key stakeholders — such as employees, business partners, clients, and potential investors — executives are more likely to achieve their business goals by being on LinkedIn versus Facebook.

Facebook is often seen as a casual, family-oriented platform. Last year, LinkedIn updated its algorithm to deprioritize non-professional content. The move reduced “Facebook-style” content while highlighting content that shares professional insights. If you’re thinking that this sounds like the perfect platform for executives to share thought leadership content, you’re not the only one! It’s because of this and many other factors that makes LinkedIn the natural “go-to” for executives and marketers looking to position their business leaders on social media.

Which Executives Should Use Facebook?

LinkedIn continues to refine its offers, ranging from improved video support and long-form content like newsletters. The site even started offering thought leader ads, a way for companies to sponsor posts written by their employees. Then there are other popular social media sites, such as TikTok and Instagram, which continue to boast high levels of users and engagement. It can be easy to dismiss Facebook as being outdated compared to its more contemporary competitors.

Despite the decline in executive presence, Facebook still offers advantages in reaching certain demographics and fostering community engagement. The platform is particularly effective for connecting with audiences in the 30 to 65 age range compared to other social media platforms that skew younger, such as TikTok.

While both B2B and B2C executives will find success on LinkedIn, Facebook may be a better fit for executives in the B2C space as they can speak directly to end consumers who are more likely to use a casual platform like Facebook versus a more professional platform like LinkedIn.

Executives in industries such as retail, healthcare, education, and consumer goods tend to benefit more from maintaining a presence on Facebook, where they can share company updates and engage with customers. Additionally, businesses targeting parents, millennials, and Gen X audiences may find Facebook valuable for sharing family-oriented content, educational resources, and other community initiatives.

Leveraging Facebook for Executive Social Media

All that being said, Facebook still remains a viable option for those who have a clear understanding of the audience they want to speak to and the type of content they want to share.

Executives looking to share long-form content—such as detailed posts with additional insights—will find Facebook’s format more flexible, compared to the strict character limit of an X (formerly Twitter) post, for example.

Cross-platform posting opportunities are also something to keep in mind. Take Doug McMillion, CEO of Walmart, as an example. He’s active on Facebook, Instagram, and Linkedin, yet when comparing his posts, it’s his Facebook posts that tend to garner the most comments from other users.

Even if an executive is focusing on LinkedIn, repurposing the same content on other platforms can be a way to increase reach and engagement without having to put in net new effort.

Facebook for Executives? Still Worth Looking Into!

Facebook may not be the go-to social media platform for every executive, but it still holds relevance for those targeting specific demographics and industries. The platform’s vast user base and diverse content capabilities make it a valuable tool for executives looking to engage with their audiences in a meaningful way.

As social media continues to evolve, it’s essential for executives to evaluate their business objectives and target audience in order to choose the platform(s) that align best with their strategic goals.

For more insights, check out our article, How Many Social Media Apps Should Executives Be On?

And for those ready to leverage executive social media for your digital marketing program, click the button below to get started!

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