What do CEOs talk about on social media? The content strategies of Latin American CEOs on LinkedIn and their impact on engagement

This study explores the content strategies Latin American CEOs deploy on LinkedIn, based on an analysis of content types and strategies and their influence on the level of engagement. A quantitative analysis of 7461 publications from 244 active accounts of the CEOs of companies in the América Economía top 500 ranking was carried out, considering both publication topics (institutional, sustainability, personal) and strategies (focused, hybrid, transversal). The results reveal that Latin American CEOs prioritize institutional and, to a lesser extent, sustainability content, while personal content is scarce. Activity levels are low, while engagement levels are high. Content strategies that expose the personal side of CEOs get the highest engagement rates, while those that include sustainability content register low rates. This research identifies seven profiles of CEO communicators on LinkedIn, based on content strategies: strategists, activists, personal, responsible, inspiring, citizens and integral. It also offers a methodological model to understand the heterogeneity of content strategies, analyse the effectiveness of CEOs’ activity on LinkedIn, and to strengthen ties with their key audiences.