5 Reasons why CFOs don't Tweet (and 5 Reasons why they should)

In leading our firm's activity over the past year on Twitter, I have noticed that many Chief Financial Officers aren't active on Twitter. And I wondered why. So I spoke with CFOs and asked them “Why aren’t you on Twitter?”

These are reasons CFOs are NOT active on Twitter:

1) Twitter is complicated. Yes, it is complicated. It takes a long time to get the feel of the rules of the game. In a way, it is like learning a new language. You have to speak less, spell different, say things in shorthand, do things like @, #, RT, DM, and bit.ly.

2) Who cares what I have to say? Who will listen? Why should anyone care if you went to a concert, or what you ate for breakfast? It is not intuitive for people (born before 1985) to share this kind of information in public.

3) What am I going to tweet about? Your job? Your life? Your interest in collecting little spoons from around the world?

4) Regulatory concerns. A CFO of a public company is restricted up the regulatory Ying-yang of what they can say in public about the Company they work for.

5) Perception is that people who tweet aren’t very busy. CFOs are supposed to be busy people. If a CFO is tweeting, it shows that they are doing something other than work.

On the other hand, since we started our Twitter activity, I have also come across Chief Financial Officers that are active on Twitter. And I wondered why. So I spoke with CFOs and asked them “Why are you on Twitter?”

These are reasons why CFOs ARE active on Twitter:

1) Personal Branding. Tweeting allows you to communicate your ideas and influence what others think about you. [If you don’t know why personal branding is important, read these: How Important is Your Personal Brand by Santhie Goundar and You are So Much More Than a Job Title by Cindy Kraft.]

2) Following interesting people. There are many interesting people in the world, and they have something to say and articles to share. A progressive Senior Financial Executive wants to learn more from people with different points of view. Twitter is a great place to find others to learn from.

3) Network with people you never would have connected with. As CFO, there are people you can follow that you would never have connected with personally. You can use Twitter to listen to and interact with Investors, Industry thought leaders and Customers. Those CFOs that use Twitter regularly find it very powerful.

4) Add value to my employer. Not only do you add to your personal brand as a CFO who Tweets, but you add value to your employer as well. If you look good, they look good too.

5) Share interests with others. Whether your interests are work related, such as being an Excel Guru or a GAAP Master, or life related like your passion for skiing, golf or Barbequing, people who follow you will know about it. It makes for interesting conversations and better connections when you do meet with them in person.

If you are a CFO who Tweets, go ahead and tweet the following: I’m a #CFOwhoTweets

If you are a CFO who doesn't tweet yet, what are you waiting for?

CFOs: The Question you must ask your recruiter

Q: "Is this a retained or contingent search?"

CFOs who are looking for their next career opportunity should be asking this question to any search firm that they will be working with. The reasons for this question are as follows.

A Retained Search shows a different level of value and seriousness from the Company. It shows a decision to approach the candidate market with one point of representation; allowing a better demonstration of both position and candidate assessment. The Company has already invested in your eventual hire. They are committed to a process that will make sure they hire the best person for their needs. Your time will not be wasted from the beginning.

A Contingent Search means that the recruiter will only make a fee if they hire you. The search firm you are speaking with may not be the only search firm looking to fill the role. Though the Company may be committed to hiring, there is an easier chance they could be just shopping or have not clearly assessed what ideal candidate they are looking for. Plus, in the rush of competition, there is no guarantee your recruiter has done their diligence on role assessment and best fit. You may end up wasting time from the first day.

Retained is for Leaders in Strategic Roles.

Contingent is for Functional Roles.

Do you consider your role to be strategic or functional?

Are you a Leader?