General Managers and Executives Interacting on Social Media Platforms: Is it a Necessity?

In today's digital era, social media platforms have become indispensable tools for communication, networking, and information dissemination. This research explores the significance of social media for executive directors, who play pivotal roles in shaping organizational strategies, fostering stakeholder relationships, and enhancing visibility. By examining the benefits, challenges, and strategies associated with social media usage, this study aims to provide insights into how executive directors can leverage these platforms effectively to achieve organizational goals and professional growth. Using a descriptive methodology, primary data were gathered through questionnaires and interviews, focusing on executives' perspectives on social media's importance. Survey has developed, with a combination of close, open, and open-ended question, analysis and interpretation conducted in line with existing literature. Findings underscore the prevalence of platforms like Twitter, WhatsApp, and LinkedIn among managers, highlighting active engagement for networking and communication purposes. While social media offers opportunities for brand promotion, effective communication, and stakeholder engagement, proactive measures are essential to mitigate risks such as security breaches and misinformation. Practical recommendations include fortifying digital platforms, promoting transparent communication practices, and providing staff with professional communication training. Overall, this research emphasizes the transformative potential of social media for executive directors, offering insights to optimize its utilization and enhance organizational effectiveness in the digital age.