When the soon-to-be most powerful man in the world is making announcements on everything from foreign to business policy on Twitter, can you afford to ignore it?

The ‘Social CEO’ may be a term familiar to some readers. It refers to business leaders who are visible and active on social media – particularly Twitter. 

So, which chief executives are worth following on Twitter?

I’ve compiled a list of 20 you should definitely take a look at.

Most are from the retail sector, some aren’t, but they all offer fascinating insights into their working (and often their social) lives – and the lives of their companies.

Most importantly, they all display the features and qualities any self-respecting retail chief executives should emulate, namely: transparency, honesty, openness, accountability and enthusiasm.

These chief executives aren’t hiding behind PAs and corporate comms departments – they’re out there, interacting with people.

So, in no particular order, here are my top accounts to follow.

Cheatle twitter

Cheatle twitter

Martyn Cheatle, chief executive of Central England Co-operative (@MartynCheatle)

Martyn is relatively new to Twitter but has taken to it with real enthusiasm. His main approach is one of giving shout-outs to employees and stores.

Whether it’s a new store opening, staff training or a charity fundraising event, Martyn shares it all on his Twitter stream. He’s also very good at retweeting Co-op staff – which must be a great incentive for employees to take to social media.

None of this ‘no social media at work’ with Martyn. Follow him and you’ll have your finger on the pulse of the Central England Co-operative.

Venters twitter

Venters twitter

Ewan Venters, chief executive of Fortnum & Mason (@ewanventers)

When the chief executive of a brand like Fortnum and Mason is on Twitter, you just have to follow, don’t you? Even if just out of curiosity.

Ewan is less prolific than some of the other chief executives on this list – and much of what he posts is promotional – but that’s not a criticism; it’s great to see a chief executive actively promoting the brand in the way he does.

I’d also recommend following his Instagram account (@ewanventers) for a great mix of images, ranging from sumptuous food to celebrity book signings.

Wade twitter

Wade twitter

Roger Wade, chief executive of Boxpark (@MrBoxpark)

Boxpark founder Roger Wade is a retail industry disruptor, bringing a refreshing ‘start-up’ mentality to the sector.

If you don’t know it, Boxpark is ‘the world’s first pop-up mall’, with all the units constructed from refitted shipping containers. Appropriately for a London start-up, the first Boxpark site was in Shoreditch.

While not particularly prolific in his Twitter activity, Roger’s insights are interesting and definitely worth reading, especially if you want insights into how retail is evolving.

He’s an example of a chief executive who ‘is’ the brand – having built it up himself. Roger is also proving to be an inspiration to young British entrepreneurs.

Tadd twitter

Tadd twitter

Deryane Tadd, founder of The Dressing Room (@DeryaneTadd)

Deryane founded the award-winning, independent retailer The Dressing Room. With a single boutique in St Albans and a website, she uses Twitter to really punch above her weight and get herself – and The Dressing Room – lots of exposure and recognition.

She’s another great example of a solo entrepreneur who has used the power of social media to build her brand and turn The Dressing Room into one of the UK’s most respected independent retail businesses.

Her photos, styling tips and updates on what’s available through the boutique and on the website make her Twitter stream refreshing and fun.

Gold twitter

Gold twitter

Jacqueline Gold, chief executive of Ann Summers (@Jacqueline_Gold)

“I believe all chief executives should really consider being on Twitter – why wouldn’t you want that direct interaction with your customers?” That was Jacqueline Gold speaking in a recent interview.

To her, engaging with customers on Twitter is a no-brainer and an essential part of the way she does business. It’s not an add-on – it’s core to her positioning as a chief executive.

Her Twitter stream is an interesting mix of news about Ann Summers, inspiration for aspiring female entrepreneurs (she runs the weekly #WOW Women on Wednesday competition), plus a bit of football (she’s an avid West Ham fan).

The Queen of retail on Twitter.

Paul Polman, chief executive of Unilever (@PaulPolman)

Polman twitter

Polman twitter

Paul Polman doesn’t generally lower himself to talk about Unilever or its brands on Twitter. Instead, he discusses major global issues like climate change, sustainable development and gender equality.

It’s refreshing to see a very high profile chief executive take a moral stand on these issues. I guess what he’s saying is, “My values are Unilever’s values.”

Multinationals like Unilever can receive their fair share of criticism, so careful brand positioning by the chief executive looks like a smart move. He’s also not immune from sharing the odd group selfie.

Phil Jones, managing director of Brother UK (@PhilJones40)

Jones twitter

Jones twitter

A manufacturer of printers, scanners and other services for the B2B market, Brother wouldn’t really be classed as an exciting brand. Who’d have thought, then, that the company’s boss would have such an interesting Twitter presence?

Jones’s strategy for Twitter is three-fold: making himself personally accessible, enhancing Brother’s reputation as a business, and making the company a magnet for millennial, social-savvy talent.

Phil is also highly regarded as a business thought leader (he was awarded an MBE for services to business last year) and shares his thoughts on leadership and entrepreneurship with his many thousands of Twitter followers.

Jack Salzwedel, chairman, chief executive & president of American Family Mutual Insurance (@AmFamJack)

Salzwedel twitter

Salzwedel twitter

Jack is a great example of a social chief executive.

Lots of selfies with employees (always with a big smile on his face), lots of employee recognition, engagement and ‘shout outs’, news about AmFam’s charity work – plus personal insights into his favourite sports teams (I only recently discovered that Jack is a huge Tottenham Hotspur fan).

And you have a highly engaging, interesting and uplifting Twitter account to follow.

Brett Gosper, chief executive of World Rugby (@BrettGosper)

Gosper twitter

Gosper twitter

World Rugby: a retail brand or not? Discuss.

I would argue that it is – so would its highly charismatic Australian chief executive, Brett Gosper.

A former professional rugby player, Brett has transformed the image of World Rugby from one of ‘regulation’ to ‘inspiration’.

Coming from an advertising background, he describes himself as “a comms person at heart”.

Brett is on Twitter all the time, sharing news, updates and photos from the world of rugby.

To him, it’s the natural way to engage with rugby’s passionate global fan base. 

Why wouldn’t a chief executive want to do that?

Peter Aceto, chief executive of Tangerine Bank (@PeterAceto)

Aceto twitter

Aceto twitter

Even though he runs a bank, Peter Aceto isn’t like any regular chief executive.

He’s extremely customer-focused and promotes the bank’s brand much like any retailer would.

He’s also very social media-savvy.

He once famously said, “I’d rather engage in a Twitter conversation with a single customer than see our company attempt to attract the attention of millions in a coveted Super Bowl commercial.”

For Peter, being active and engaged on social media sets him apart from the ‘stuffy’ competition and attracts the kind of customers who prefer online banking.

He’s also the exponent of what he calls ‘Weology’, which aims to build a positive, open and interactive internal culture within the business.

Patrick Bousquet-Chavanne, executive director, customer, marketing and digital, Marks and Spencer (@pbckarma)

chavanne twitter

chavanne twitter

OK, not a chief executive, but a very senior figure at M&S and one whose role dictates that he understands customers, marketing and digital.

While not the most prolific tweeter, he clearly understands Twitter’s power as a platform to share his ideas and insights.

While he does talk about M&S and the retail industry in general, much of his output is about wider issues such as politics, climate change and the growing influence of social media on all aspects of our lives.

Gary Favell, chief executive, Bathstore (@gary_favell)

favell twitter

favell twitter

Gary doesn’t tweet much, and when he does it’s often about his beloved Saracens rugby team.

Like everyone on this list, though, his is a genuine voice – and all the more enjoyable for it.

He does tweet about Bathstore – whether it’s a new promotion, a sponsorship deal or moving offices – but it’s never over the top and he seems to find the right balance between business and pleasure.

A sporadic tweeter, but definitely worth following.

Paul Frampton Carelo, chief executive, Havas Media UK and Ireland (@Paul_Framp)

calero twitter

calero twitter

I recently interviewed Paul for my blog and asked him why he uses Twitter.

His response is all I need to include: “Twitter is an essential part of my working day.

“It obviously plays a significant role in keeping me connected to the pulse of what’s happening in the world of marketing and technology, but equally important is the role it plays as a storytelling platform for Havas.

“On top of that it’s a superb vehicle for expressing our employer brand to new talent.

“Twitter also helps me connected with like-minded leaders, and helps me learn from them while enabling dialogue with both clients and Havas’ talent.

“Twitter and LinkedIn are also fantastic test beds for sharing new ideas and concepts – and the immediate feedback is priceless.”

Wendy Hallett MBE, founder and managing director, Hallett Retail (@Wendy_Hallett)

Wendy Hallett

Wendy Hallett

Wendy Hallett is a genuine retail entrepreneur, having created an incredibly successful concessions, logistics and photography business.

On Twitter, you can expect an eclectic mix of business and personal tweets.

Whether it’s commenting on retail awards, gender equality issues, football (she’s a massive Arsenal fan) or a university reunion – she shares it all.

Following her Twitter account gives you a real impression of the ‘real’ Wendy Hallett.

As far as I can tell there’s nothing airbrushed or ‘PR approved’ in what she shares.

Sebastian James, chief executive, Dixons Carphone (@DCSebJ)

Seb James

Seb James

Sebastian is sporadic in his Twitter activity and can go weeks without doing anything and then tweet five times on the same day. Perhaps he does it when the mood takes him.

Even so, what he does share is interesting enough to warrant including him on this list.

His output is often very visual, with photos of stores around the world, warehouses and selfies with employees.

He’ll also usually comment on the business’ quarterly and annual results.

Prolific or not, he’s a high-profile retail chief executive on Twitter. That’s reason enough to follow him.

John Legere, chief executive, T-Mobile USA (@JohnLegere)

John Legere

John Legere

“Magenta-wearing, customer-loving @TMobile USA chief executive focused on ending wireless pain points & scaring our competitors! Also, #IamBatman”.

That’s John Leger’s Twitter profile.

He also has 3.3 million Twitter followers.

This guy is like no other chief executive I’ve ever come across.

He can be rude, abrasive, opinionated, kind and funny all within a few tweets.

He’s even had a Twitter spat with Donald Trump.

And boy does he love sticking it to the competition.

All of this has a very serious purpose, though, which is powerful brand positioning and an emphasis on customer service.

You have got to follow this guy.

Catriona Marshall, chief executive, Hobbycraft (@CatrionaMarsha2)

Catriona Marshall

Catriona Marshall

Sharing, sharing, sharing – that’s Catriona’s Twitter strategy.

And it’s a great strategy.

A bit like Martin Cheatle at the Co-op, she likes to share tweets from Hobbycraft branches and customers.

This is great amplification of the brand.

She’s also unafraid of tackling awkward issues online, such as this on 2 November: “Customers are having a nightmare with contracted parking companies. Doing everything we can to help with wrong and unfair fines.”

If I was a fed up customer I’d be pleased to read that tweet.

She’s also not immune to commenting on her favourite TV shows.

Charlie Mullins, chief executive, Pimlico Plumbers (@PimlicoPlumbers)

Charlie Mullins

Charlie Mullins

“The plumber to the stars,” Charlie Mullins counts Richard Branson, Helen Mirren and Joan Collins among his clients.

Not one to shy away from publicity or self-promotion (or controversy), Charlie is constantly on Twitter, posting almost every hour.

Whether it’s promoting his business, sharing inspirational quotes or talking about sport and the economy, you can be sure to be kept updated with his world – and probably entertained along the way.

Love him or loathe him, he’s a true entrepreneur and uses social media in what can only be described as an entrepreneurial way.

Theo Paphitis, owner, Theo Paphitis Retail Group and former Dragon (@TheoPaphitis)

Theo Paphitis

Theo Paphitis

There’s not much I can say about Theo Paphitis that you don’t already know.

Retail king, former Dragon, former chairman of Millwall Football Club and an all-round outspoken guy.

His Twitter presence reflects his personality.

On any given day he may be promoting his retail brands, commenting on the budget, giving advice to small business owners (through his #SBS Small Business Sunday Twitter chat), promoting his important charity work or talking about football.

He may not respond to many tweets, but his output is fascinating.

Wilf Walsh, chief executive, Carpetright (@wilfwalshuk)

Wilf Walsh

Wilf Walsh

Another sporadic tweeter, Wilf’s tweets are actually quite funny.

Whether he’s talking about horse racing (his other great love after retail), football (he’s a long-suffering Exeter City fan), or complaining about his latest rail journey, he doesn’t mind sharing his take on the absurdity of life.

He even tweets about retail occasionally.

And, let’s be honest, you wouldn’t expect the boss of a carpet company to be that interesting, would you?

A refreshingly open, honest and funny chief executive.