Research conducted by accountancy professor W. Brooke Elliott and Ph.D. student Stephanie M. Grant indicate that Twitter use by CEOs has a broad impact on a company's performance. MarketingSherpa spoke with Elliott, as well as a CEO who uses Twitter, to better understand the implications.

Article summary: Many CEOs are reluctant to adopt Twitter. However, there are significant benefits to be reaped from the use of social media, including building investor trust and relationships with employees and customers. Read on to discover the results of an experiment on investors' willingness to invest, and insights from one of the most active CEOs on Twitter.