{"id":2823,"date":"2026-07-05T11:12:25","date_gmt":"2026-07-05T11:12:25","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=2823"},"modified":"2026-07-05T11:12:25","modified_gmt":"2026-07-05T11:12:25","slug":"apples-next-ceo-will-oversee-a-4-trillion-tech-giant-but-isnt-on-linkedin-can-todays-leaders-still-skip-social-media","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=2823","title":{"rendered":"Apple\u2019s next CEO will oversee a $4 trillion tech giant, but isn\u2019t on LinkedIn. Can today\u2019s leaders still skip social media?"},"content":{"rendered":"
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John Ternus, Apple\u2019s hardware chief and a longtime company veteran, is set to take the reins of one of the world\u2019s most admired companies on Sept. 1, succeeding Tim Cook. The outgoing CEO will become executive chairman and retain his megaphone of over 15 million on X, while handing the operating job to someone with almost no public presence at all.\u00a0<\/p>\n

Read more The CEO using AI to double revenue with 1,000 fewer hires: \u2018Nobody\u2019s going to replace the last mile\u2019<\/a><\/p>\n

Despite leading a cornerstone of Silicon Valley, Ternus maintains a strikingly minimal digital footprint: just two roles listed on LinkedIn and no visible activity. Following Apple\u2019s succession announcement in April, social media users were quick to seize on the irony. \u201cIn a world obsessed with personal brands, Apple just chose the guy who doesn\u2019t have one,\u201d one LinkedIn user wrote.<\/p>\n

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That makes Apple\u2019s new boss an outlier at a moment when over two-thirds of Fortune 100 CEOs now have at least one social media profile, and of those post at least monthly, according to a 2025 report from communications advisory firm H\/Advisors Abernathy. His quiet feed is hard to miss: as companies increasingly push their executives to cultivate personal brands online, Apple\u2019s next chief executive appears to have opted out entirely. And while his predecessor, Tim Cook, has no LinkedIn presence of his own, he still maintains a massive audience on X, where he shares routine updates and product announcements with his over 15 million followers. Apple did not respond to Fortune\u2019s requests for comment for this article.\u00a0<\/p>\n

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I want to thank everyone for the outpouring of love and thank you for believing in me to lead the company that has always put you at the center of our work. This is not goodbye. It\u2019s a hello to John and I can\u2019t wait for you to get to know him like I do! \ud83d\ude4f pic.twitter.com\/Q43QDG3UmZ<\/p>\n

\u2014 Tim Cook (@tim_cook) April 21, 2026<\/p><\/blockquote>\n

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The job description for Fortune 500 CEOs has quietly expanded: Run the company, manage Wall Street, and act as a full\u2011time content creator in public. But Ternus may be less of an outlier than he seems. Even as many corporate leaders embrace LinkedIn and other social platforms for visibility and influence, a smaller cohort of executives at some of America\u2019s largest companies continues to buck the trend.<\/p>\n

Some CEOs embraced this shift early. Mark Zuckerberg, perhaps the original social\u2011native chief executive, regularly shares glimpses of his personal life\u2014Brazilian jiu\u2011jitsu bouts, mixed martial arts training, and even surfing while holding an American flag and a beer\u2014alongside tightly produced product announcements. Elon Musk turned X, the platform he owns, into his megaphone, posting such a firehose of commentary that people literally place bets on how many times he will post in a given week. His effusive posting style has even at times moved Tesla stock and attracted regulatory attention thanks to an infamous 2018\u00a0 \u201cfunding secured\u201d tweet that triggered an SEC investigation, a settlement that cost him his position as chairman, plus a $20 million fine.\u00a0<\/p>\n

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Others, like Microsoft\u2019s Satya Nadella, General Motors\u2019 Mary Barra, and TIAA\u2019s Thasunda Brown Duckett, take a more buttoned\u2011up approach, using LinkedIn as a controlled environment for polished product updates, employee kudos, and highlights from interviews and speaking engagements. Now, executive social media operates as an informal internal town hall.<\/p>\n

Either way, the modern C-suite, especially the corner office, has effectively turned into a content studio, whether leaders like it or not. Today\u2019s CEOs and executives are expected to be always-on creators: posting short-form videos, drafting mini leadership manifestos, and curating personal brands that crowd LinkedIn feeds. It\u2019s an extra task on an increasingly long list of to-dos, and often one shepherded by a small army of social media managers, public relations professionals, and ghostwriters.<\/p>\n

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\u201cEvery major product announcement out of Meta over the past 18 months has been done by Mark Zuckerberg doing a Reel,\u201d Ted Merz, a former journalist and now the founder of digital-first storytelling firm Principals Media, tells Fortune<\/em>. \u201cHis reach is greater, and he can control the message to a greater degree.\u201d<\/p>\n

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Even the humble earnings call is morphing into a content engine. After reporting earnings in February, Walmart CEO John Furner shared a short LinkedIn video addressed not to investors but to \u201cassociates,\u201d thanking employees for serving customers \u201cwith speed and excellence around the world.\u201d Airbnb cofounder and CEO Brian Chesky took a similar approach following a strong fourth quarter, telling his more than 280,000 LinkedIn followers \u201cthe bigger story isn\u2019t the quarter, it\u2019s the momentum.\u201d Salesforce co\u2011CEO Marc Benioff has gone further still, streaming his financial updates like a podcaster, complete with a broadcast\u2011quality microphone, a YouTube livestream, and interviews with special guests.<\/p>\n

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LinkedIn Editor-in-Chief Daniel Roth expects future CEOs will need to be on social media, whether they like it or not. \u201cIt is the number one way that their employees understand where their companies are going,\u201d he says. \u201cThe way it\u2019s been described to me in lots of meetings with executives behind the scenes is, \u2018my team sends emails. We have an intranet. I will write white papers for the team. No one reads any of it. No one watches any of this until I put it on LinkedIn.\u2019\u201d<\/p>\n

There\u2019s now growing expectation from corporate boards that future CEOs show up as public faces of the business on social media, too. Boston Consulting Group suggests CEO hopefuls start cultivating a social media presence and demonstrating the ability to represent a company at least five years before expecting to take the top job. Employees also favor a CEO with an online presence. Research from found that 81% of executives believe a visible public profile for the CEO is essential to a company\u2019s reputation, and more than half say it helps attract and retain top talent.<\/p>\n

Ryan Barretto, CEO of social media management platform Sprout Social, says the shift shows up both in the platform data and in his own day\u2011to\u2011day. (Editor\u2019s note: Fortune is a Sprout Social customer.) <\/em>\u201cI really do think that there\u2019s going to be more and more pressure for not just the CEO, but executives in general, to be very, very active on social,\u201d he says.<\/p>\n

Sprout\u2019s research suggests many executives are already thinking that way. In a 2023 study with The Harris Poll, 90% of business executives said social media will soon become the primary communications channel for connecting with customers, and more than half said they expect social media to become the number\u2011one source of data and insights to inform key business decisions over the next three years. The 2025 Sprout Social Index also found that a large majority of marketing leaders are increasing social budgets and hiring for roles in social listening and analytics\u2014evidence that boards and C\u2011suites now see social as strategic infrastructure, not just a marketing tool.\u00a0<\/p>\n

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Barretto argues that all of this inevitably pushes executives into influencer territory. \u201cIt\u2019s a really big opportunity,\u201d he says. \u201cMore and more, people are looking for human connection, and the CEO is a great example of the opportunities to be able to connect with people and actually put humanity behind the brand, someone that has real feelings, real thoughts.\u201d<\/p>\n

He spends roughly an hour a day on social media, posting, replying to comments, and reviewing customer feedback about the brand. That time, he argues, is no longer optional, and the payoff is tangible. \u201cThere is clear ROI from a business perspective,\u201d Barretto explains. \u201cIt\u2019s a huge branding opportunity, and it\u2019s a way to drive connection.\u201d<\/p>\n

Not every business leader wants to be a social media star. Former Berkshire Hathaway CEO Warren Buffett, 95, has posted just seven times on X since 2013\u2014starting with the now\u2011classic \u201cWarren is in the house\u201d\u2014but still has 1.7 million followers. At a 2023 shareholder meeting, the Oracle of Omaha warned about the dangers of social media: \u201cYou can sit down at a computer and screw your life up forever by telling somebody to go to hell in 30 seconds.\u201d His successor, Greg Abel, has no public social media presence and rarely grants interviews to the business media, a stark contrast to the leader of a top-10 Fortune 500 company.\u00a0<\/p>\n

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Warren is in the house.<\/p>\n

\u2014 Warren Buffett (@WarrenBuffett) May 2, 2013<\/p><\/blockquote>\n

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Other chief executives are wary of the consequences but still participate, even with heightened constraints due to stricter rules on public communications for banks, brokers, and asset managers which must archive and supervise executives\u2019 posts to satisfy regulators. BlackRock CEO Larry Fink has compared the heightened pressures and attention to living in \u201ca terrarium,\u201d telling the 2025 Forbes Iconoclast Summit that executives have to be a lot more guarded.\u201d\u00a0\u00a0<\/p>\n

Read more He used to work 90-hour weeks and lost \u2018years\u2019 of his life. Now the US Polo Assn. CEO clocks off at 5:30 p.m. and won\u2019t text his team on weekends<\/a><\/p>\n

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Jamie Dimon is even more blunt. \u201cI\u2019m not on social media,\u201d Dimon declared to the Female Quotient lounge on the sidelines of the World Economic Forum in January. While the JPMorgan Chase boss maintains an active LinkedIn account with over 1.7 million followers, Dimon remains deeply skeptical of the platform that nets him millions of impressions and amplifies his reach. \u201cI think a lot of you waste a tremendous amount of time putting that shit in your brain,\u201d Dimon told the Davos audience. \u201cIt doesn\u2019t make you any better. It definitely does not make you smarter; it probably makes you a little bit dumber.\u201d<\/p>\n

The defiance is striking for a leader who has built a powerful online footprint. Dimon\u2019s LinkedIn account, for example, regularly shares interview excerpts, podcast clips, and takeaways from his closely watched annual letter to JPMorgan Chase shareholders, reaching a global audience of investors, employees, and policymakers in their feed, and he\u2019s even nabbed the coveted, invite-only LinkedIn Top Voice badge. His posts routinely attract thousands of reactions and comments, illustrating the paradox facing today\u2019s top executives: Even the skeptics are being pulled into the social spotlight.<\/p>\n

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That\u2019s no accident. Timothy Pollock, a professor of entrepreneurship at the University of Tennessee, Knoxville, argues that executives now occupy a cultural role once reserved for movie stars and athletes. \u201cWhy does what time they wake up or when they do their workout matter to them doing their job?\u201d he asks. \u201cBut that\u2019s what people love, because we live vicariously through our heroes. Business executives increasingly, for better or worse, play that role in society.\u201d<\/p>\n

For now, only a small class of leaders can truly opt out: founders with near\u2011mythic status like the \u201cOracle of Omaha\u201d himself, or executives at the helm of brands, like Apple, so powerful that the company itself functions as the influencer. Everyone else is assessed with a different grading curve.<\/p>\n

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What\u2019s changed over the past few years is that the format of executive communications is tilting toward social\u2011native content. Earnings videos packaged for LinkedIn, behind\u2011the\u2011scenes clips from offsites, and quick \u201cwalk\u2011and\u2011talk\u201d explainers of strategy are becoming standard parts of an executive\u2019s routine.<\/p>\n

Few executives embody this \u201calways\u2011on\u201d expectation as naturally as Blackstone president and chief executive officer Jonathan Gray. His jogging dispatches have become a fixture on LinkedIn with nearly 50 running videos filmed in the past year. Between flights and investor meetings, the executive carves out time to explain economic swings, market volatility, and tech trends, all while touting Blackstone\u2019s global reach. Since his appointment to COO in 2018, the firm\u2019s assets under management have roughly doubled, while its client base has expanded across new geographies.<\/p>\n

\u201cWhat I found was it was an incredible way to connect with other people and also to have some content as well,\u201d he tells Fortune<\/em>. It\u2019s a conversation starter in meetings, with clients telling him they \u201csaw you were here\u201d or \u201cloved your video.\u201d The videos have even earned him a nickname\u2014the Forrest Gump of LinkedIn\u2014and when he travels for conferences or business trips, \u201cmost of the time, the first thing people bring up to me\u201d are the jogging clips, not the deals.<\/p>\n

\u201cAt the end of the day in our business, when you\u2019re investing capital on behalf of others, you\u2019re a steward of capital; you\u2019re really in the trust business,\u201d Gray says. \u201cBeing able to communicate with your clients directly, your shareholders, and show them who you are and what matters to you in a direct way, that\u2019s very helpful, and that\u2019s what this has become.\u201d\u00a0<\/p>\n

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Dr. Ann Mooney Murphy, a Stevens Institute of Technology professor of strategic management, says that one-sided \u201cparasocial\u201d relationships built on social media can increase buying intentions and loyalty among customers, employees, and other stakeholders. \u201cPeople get drawn to people, not firms,\u201d Murphy tells Fortune<\/em>. \u201cYou don\u2019t form parasocial interactions with a company.\u201d Done carefully, she argues, a CEO\u2019s routine presence on social media can be a mechanism to connect with customers or investors they normally wouldn\u2019t reach.<\/p>\n

But the same intimacy that builds loyalty can also backfire. In early February, McDonald\u2019s CEO Chris Kempczinski posted a seemingly routine video promoting the chain\u2019s new Big Arch burger, which quickly turned into a cautionary tale when his taste test drew mockery from users who accused him of barely taking a bite.<\/p>\n

\u201cYou want it to be authentic, because that\u2019s what\u2019s going to draw the attention,\u201d Murphy says. \u201cBut that said, they can really make mistakes, and that can be a problem too.\u201d<\/p>\n

As Fortune 500 executives fire up their LinkedIn apps and post snapshots from their latest conference appearance, they are no longer just competing with each other for eyeballs. They are now battling a flood of AI-generated slop.<\/p>\n

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\u201cIf you\u2019re not on social media, you\u2019re letting your narrative be owned by other people,\u201d Marcia Newbert, Edelman executive vice president and lead of U.S. Corporate Digital, says. \u201cAs search changes and LLMs increasingly shape reputation, it\u2019s just a missed opportunity.\u201d<\/p>\n

She points to new AI tools and chatbots trained on a creator\u2019s voice that can reply to comments directly on social media. \u201cI think the most enterprising CEOs are going to start to experiment in this lane.\u201d The key to surviving the endless scroll of slop? Authentic, human-generated content.\u00a0<\/p>\n

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For now, most CEOs are still experimenting with how to show up authentically on camera and in comments, and learning when to respond, when to admit mistakes, and when to log off. The ones who figure it out first, like Gray, are quietly rewriting the job description for everyone behind them.<\/p>\n

The next Warren Buffett or Jamie Dimon may not think of themselves as influencers. But in an era when the road to the corner office runs straight through the feed, it will be hard to get there without acting like one.<\/p>\n

Read more Costco CEO promises the $1.50 hot dog isn\u2019t going away: \u2018The price will not change as long as I\u2019m around\u2019<\/a><\/p>\n

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The CEO job now comes with a second role: content creator. Not every executive is on board.<\/p>\n","protected":false},"author":1,"featured_media":2822,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[],"class_list":["post-2823","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chief-executive-officer-ceo"],"yoast_head":"\nApple\u2019s next CEO will oversee a $4 trillion tech giant, but isn\u2019t on LinkedIn. 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