Less than half of Fortune 500 CEOs are active on a major social network, according to Pew Research. Although, according to Domo and CEO.com’s Social CEO Report, social media use among Fortune 500 companies is growing gradually, this is mostly due to new businesses entering the list, or new CEOs taking the position rather than a change in behaviour among existing CEOs.

Meanwhile, consumer trends suggest that social media is more powerful and compelling than ever. There are more than two billion people now operating in this space, with the average user spending nearly two hours a day on social platforms. And with three out of four individuals saying that social media influences their buying decisions, the question is raised why executives aren’t using this channel to appeal to the public and to converse with customers. According to Andrew Nuske, deputy digital editor at Fortune, the main reasons are that executives are 'too busy, the return on investment is hazy, and too often CEOs don’t know how to use the platforms well, even as the value of social media grows’. We spoke to three executives at South African companies who have a significant presence on social media, about how they use these platforms successfully.