How CEOs Build A Company's Brand Via Social Media: Legere Vs. Musk

For CEOs, social media sites like Twitter Inc TWTR and Facebook Inc FB are more than just fun ways to connect with customers. If used correctly, they can be one of the most useful tools in creating a company's brand.

When it comes to social media branding, Tesla Motors Inc TSLA CEO Elon Musk is one of the best in the business. Musk has consistently taken advantage of his reputation as a technology visionary and his legions of loyal followers to reinforce Tesla’s carefully-crafted reputation as the “cool,” younger, more progressive alternative to General Motors Company GM, Ford Motor Company F and other traditional auto companies.

In addition to moving Tesla’s share price, Musk’s tweets often get his followers and the media whipped into a frenzy, generating instant free exposure for Tesla and its events and products. Here’s a sampling of Musk in action:

Musk’s ability to use social media to drum up major Tesla awareness is likely one of the big reasons why Tesla spends only a fraction of the advertising cost of its competitors.

Related Link: Tesla Spends $6 On Advertising Per Vehicle; The Industry Average Is $1,000

T-Mobile US Inc TMUS CEO John Legere takes a slightly different approach to social media by using every opportunity to attack the competition. Here are some examples of Legere in action:

Elon Musk and John Legere do everything they can to take advantage of the free exposure that social media offers. Regardless of the approach, there’s no question that social media now plays an important role in successful brand building.

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Disclosure: The author holds no position in the stocks mentioned.