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CEO echo in December 2021: 30% fewer mentions of DAX and MDAX managers
In December, the .companion metrics bot found 30% fewer CEO mentions than the average for recent months. Overall, 67% of CEO Echo was generated by online editorial content, while social media accounted for 33%. Overall, CEO Echo content activated its readers 16% less in December than previously.
50% of the mentions of all DAX/MDAX CEOs took place in the context of financial news. By contrast, 50% had a content context that is more suitable for setting topics and influencing reputations. Overall, the digital media response to the top appointees had a very strong coloration, with similar amounts of positive and negative tone.
Footprint: Herbert Diess (Volkswagen) dominates 30% of total CEO echo
What share of the total CEO echo does a DAX/MDAX boss have, whether voluntarily or involuntarily? This question is answered by the CEO footprint.
In December, Herbert Diess (Volkswagen) received the most media attention. He had a share of voice of 30% and thus the largest footprint of all board members. In second and third place this month were Ola Källenius (Daimler AG) with 8% and Carsten Spohr (Lufthansa) with 7% share of all mentions.
64% of Diess's echo did not take place in a financial context and was therefore more suitable than average for setting topics and content. 53% of the Volkswagen CEO's echo came from editorial media, 47% from social media.
Content that mentioned Diess generated 38 interactions per mention. This corresponds to very strong reader activation (24th place among all CEOs).
In sum, Herbert Diess ' content mentions showed a strong coloration with a tonality that was similarly much positive as negative.
A corresponding image effect can be assumed.
Communication Excellence: Deutsche Bank's Christian Sewing puts the best content in editorial offices
Good media relations aims to set topics and build reputation. This is best achieved through placement in articles that are not financial news and are published by editorial media. Our indicator bot shows which DAX/MDAX companies succeed in this with the ranking for Communication Excellence.
Christian Sewing (Deutsche Bank) was ranked first last month. Before the paywall, 79% of his digital echo had a content context beyond business figures. His content showed 75 interactions per mention, which corresponds to a very strong reader activation.
In addition, the texts had a very strong tonality with significantly more positive than negative colorations.
As a result, the response to the head of Deutsche Bank scores 1.7 points.
In second and third place on the Communication Excellence are Guillaume Faury (Airbus) with 1.6 points and Rice Powell (Fresenius Medical Care) with 1.6 points.
Social Excellence: Dr. Mathias Döpfner (Springer) with the best social media echo
"Social is not an end in itself. But if you want to have an impact on opinion leaders outside editorial departments (influencers) or on consumers and digital elites who are not easily reached by the mass media, you have to be mentioned as often and as effectively as possible in social media. The Social Excellence Index answers whether this is successful. Our indicator bot interprets the proportion of mentions in social media, the strength of reader activation, and their emotional impact.
In December, Dr. Mathias Döpfner (Springer) leads the ranking with 2.4 points.
Dr. Mathias Döpfner 's response was 68% "social," his reader activation strong with 8 reactions to a mention; the emotional coloring of his mentions was 12% positive. He was thus well ahead of runner-up Björn Gulden (Puma) with 1.5 points and Martina Merz (Thyssenkrupp) in third place with 1.3 points.
Responsibility Excellence: Dr. Heinz Jörg Fuhrmann (Salzgitter) with best response on social responsibility
The .companion indicator bot also determines whether DAX/MDAX CEOs appear in the digital media echo as leaders in the context of the UN's sustainable development goals, i.e., in the context of social responsibility or climate and environmental protection, for example. Our Responsibility Index shows how well this has been achieved. For him, the indicator bot only interprets the mentions that took place in this topic context.
Last month, Dr. Heinz Jörg Fuhrmann (Salzgitter) saluted us from first place in the Responsibility ranking.
91% of the Salzgitter CEO's response related to issues of social responsibility.
Here, his reader activation was 730, which corresponds to a very strong interaction level. The tonality was very weak, with a
similar amounts of positive and negative sentiment. Overall, Fuhrmann's Responsibility Index thus scored 3.8 points. Christian Sewing (Deutsche Bank) followed in second place with 1.7 points, and Markus Steilemann (covestro) in third place with 1.3 points.
Investor Excellence: Dr. Heinz Jörg Fuhrmann (Salzgitter) with best financial echo
CEO mentions in the context of balance sheet figures offer little scope for setting content-related accents, but are crucial for building investor confidence.
In this environment, the KPI bot determines which CEOs were mentioned and how well, and forms an index for investor communication.
In December, the .companion metrics bot identified Salzgitter as the top communicator for investors: CEO Dr. Heinz Jörg Fuhrmann achieved the best score of 3.8. 91% of his mentions were related to the financial environment. That is 1.5 times the average. His reader activation was very strong, at 729.9. The tonality was very weak, with
similar amount of positive and negative sentiment. He is followed in second and third place by Carsten Knobel (Henkel) with 2.3 and Nikolai Setzer (Continental) with 1.5 points.
Source information:
Measured globally, with the help of the market-leading monitoring tool Meltwater. All content in German and English that is publicly accessible on websites, in forums and in social media is analyzed worldwide. The text and content of the CEO echo are generated fully automatically by the companion metrics bot.