Slovenian CEOs, executive directors and chairmen of the boards of the 50 largest companies in Slovenia widely use the social media platform LinkedIn, where they position themselves as professional and trustworthy. They are present through their personal profiles, which, in most cases, feature professional photographs and detailed work experience. To a lesser extent, LinkedIn is also used for stakeholder communication and self-promotion, while in-depth discussions are rare. There is a significant gap between the theoretical framework of effective executive positioning on LinkedIn and its practical implementation. This master’s thesis offers insight into the basic structure of LinkedIn profiles and the types of content most commonly communicated by directors, chief executive officers or presidents of the management boards. At the same time, it raises questions about why some prefer to remain less visible and less active, despite actively monitoring developments behind the scenes—an observation supported by their consistent patterns of liking and commenting on others’ posts. Is LinkedIn in Slovenia merely a platform for congratulations, praise, gratitude and following who is doing what, where or does it carry far greater potential? This thesis answers some key content-related questions while also opening the door to many new ones.
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