CEOs writing styles on social media -a Machine Learning Analysis

In the information age, CEOs, as communication ambassadors, need good storytelling skills to promote their company, brand, or personal story on social media. This cross-sectional study uses a mixed method technique to analyze the text-based communication style of CEOs based on an evaluation of the explicit intent in their messages and form of user engagement on a professional social media networking site. Study one examined the intent, gender, likes, comments, and reshares using a well-regarded Leadership model. Study two clustered the dataset. Study 3 used machine learning model to generate word embeddings for each cluster of communication style. Four writing styles of CEOs on social media were revealed: the expressive style; the laconic style, and the Storyteller. Storyteller CEOs used more intent messages relating to teamwork, diversity, environmental, and sustainability goals. Gender differences were insignificant even as women CEOs used more mobilizing words for other women in their messages.