This is obviously causing a world of problems for digital marketers.
The article duly notes that the 30% who are engaged seem to apply most of their efforts to LinkedIn.
This is something that needs to change going forward. CEOs have to be part of the digital brand. Your online audience wants it that way, and you need to deliver.
The days of nameless, faceless CEOs and senior-level management is gone. Social media is an avenue to open up an organization. Your job is let your audience know who is on the other end.
From a more personal standpoint, it is in the best professional interest of CEOs to figure social media out and use it to their advantage. The more your accomplishments can be searched and found, the more your reputation can be built.
If you are a CEO who is a public figure (as most who run Fortune 500 companies are), than you are most likely being discussed in in the digital world. If this is the case, then you are not managing your reputation which can be disastrous.
Regardless of where you rank in your organization, use social media to its fullest potential. If you are a digital marketer, than get in the ear of your CEO and get them to be the face of the online brand just like they are the offline component.