Today marks “International Women’s Day”. With the aim of promoting the female presence in the Peruvian business sector, we published the fifth edition of the study Top Digital Executive Peru in the newspaper Gestión, recognizing the executive women who stand out for their personal brand.
In this study, carried out in February of this year, we have considered the Internet presence of female executives. Also the analysis of the content based on the themes they share, not only as leaders in their organizations, but also as people who contribute and influence society.
We share the final results of this fifth edition, both of the study among the executives in the sample by company turnover, as well as that of references by their presence and content on the Internet.
In this space we want to make the entire community aware of the methodology to determine the rankings and their respective scores.
How was the study sample determined?
We ask Perú Top Publications to send us the list of executives in management, presidential or board positions. The companies with the highest turnover in 16 sectors were selected and one executive for each company was analyzed. The total sample was 80 women.
In the case of the references, we made the query on our social networks of LinkedIn and Twitter so that the community could suggest the executives which, due to their good performance on the Internet, will be added to our recommendations to define the Top 10.
What is the methodology of the study?
The Top Digital Executive 2023 study, developed in February of this year, consists of two phases: the first is the analysis of the digital presence of female executives. The second evaluates the content management of the 20 best executives rated in presence, as well as the 10 references.
For digital presence, we have analyzed four digital spaces with the following criteria:
Presence of own assets (online sites under the complete domain of the executive) on the first page of Google, when entering the name and surname of the executive.
Possession of an account and active content management on Facebook (personal page and/or fan page), Twitter and LinkedIn.
Possession of the .com and .pe domain. with the name and surname of the executive.
Content update two months before the start of the study (November and December 2022) on Twitter and LinkedIn.
The analysis of the digital presence of each executive is carried out manually. A score is assigned according to the criteria in the infographic, with 20 being the maximum possible.
With respect to content management we apply four criteria (Leadership, Management, Brand Ambassador and Responsibility) in the last 10 publications on Twitter and LinkedIn of the executives in the months November and December 2022. We analyze the content of the first 20 executives in presence and the 10 referring executives.
In the graph you will find the details of the criteria of the topics analyzed:
If the publication contains any of the criteria, it is assigned 1 point. If the content has two criteria, add 2 points. And in the case that it has 3 or 4 criteria, 3 points are considered. Any topic not included in the four previous criteria did not score points. And if any content was considered risky for the executive, there was a point against it. Based on the sum of points, an index has been determined by dividing it by 60, with 1.00 being the maximum score.
How is the final score determined?
The final score obtained by the executives analyzed by presence and content in the Top Digital Executive 2023 study is explained as follows:
For example, Mariana Rodríguez, president of Empresarios por la Educación, achieved a score of 18.8 for her presence. In content management, she achieved an index of 0.90 because she addresses various topics that she considers at least two of the four criteria in all of her publications.
In the case of Cristina Quiñones, CEO of Consumer Truth, she obtained 20 points for her digital presence. However, because some of its posts only address one criterion, it gets a content rating of 0.72.
Reflection
The women present in our Top Digital Executive 2023 study are professionals and entrepreneurs who stand out for their good digital presence. They share content aligned with their purpose and the values of the companies they lead, helping to enhance their reputation.
Due to the current social context, some executives have chosen to reduce their presence on social networks, preferring a more corporate network such as LinkedIn, to the detriment of Twitter. New technologies have democratized access to information, in addition to providing channels to communicate initiatives to our communities.
The digital space (Internet and social networks) represents a great opportunity for more executives to demonstrate their leadership. And thus promote a more empowered woman, sharing valuable content about equality, gender equity, diversity and inclusion.
We hope that more women enhance their digital presence so that their initiatives and stories reach more stakeholders, thus generating the necessary changes in our society.
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