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CEO of Shell for a day

CEO Of SHELL for a day

Robbrecht van Amerongen, the manager of business innovation in a technology firm changed his Job description to ‘CEO, shell’ for 48 hours and the following things happened:

He received almost 400 likes and 80 customized comments. 

  • He got more than 500 emails with a personal message.
  • 10 of his closest co-workers called within 2 hours. 
  • He got almost 25 text messages.
  • He spontaneously received 10 CV’s and requests for a job at my new company. 
  • 2 offshore companies sent him an email to get an appointment as soon as possible.

This experiment only shows how people trust information they see on social media, although trust levels differs on platforms. For example, LinkedIn is a social network where everyone expects others to put up correct personal information and not play-around with information. An account on twitter can have a username: @DatDynamicChick, which the owner will use to tweet all sorts of facts and lies to keep her followers entertained or informed. However, the same individual will update her LinkedIn profile with the most current and correct information. This is what I personally call ‘the mode of conduct in a social network’.

On Facebook, we tend to be partly serious and partly humorous.  In 2011, I changed my birthday to April 1st, just to pull a fast April fool joke on my friends on Facebook. I got mixed reactions from my friends on the social network – some were wishing me a happy birthday through my wall, inbox, phone call and SMS, while others, especially family members and closed friends knew I was up to no good. I also got some ‘Lol’. I later clarified it wasn’t my birthday and used the opportunity to tell friends to go out and vote, because it was during a national election. 

According to Robbrecht van Amerongen, this is what he learned from His research on LinkedIn:

“There is a huge difference in trust on the accuracy of the content between different social networks. Even though the validation of new content is done with the same accuracy, the LinkedIn network offers a higher implicit trust in the validity of the content compared to other networks.

Most people trust what they read on LinkedIn. Even though it is in conflict with their gut feeling; “when it is on LinkedIn, it must be true.””

Our final take:

1. Be critical about what you read on social networks, if you need those information to make important decisions.

2. Companies should do background check on peoples profile on LinkedIn before employing them based on their posted qualifications and experience.

3. Businesses and individuals should know the conduct on each social channel and flow along. Don’t be too serious where a little bit of humour is expected and accepted, & don’t be too humorous when you need to get serious.


Michael Abisuga

Idea-to-Reality Strategist



Contact us today, for any of your digital marketing needs .


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