What should a CEO post on social media?

That depends. Details and insights about their company product offering, including new products, new features, and new styles are a no-brainer. Especially if they are thoughtful and well-written. But it does not have to be limited to that.

A CEO could post any content that is relevant and interesting to their target audience. This can include industry news, personal insights (e.g. managing work-life balance, golf), and thought leadership content (e.g. on greening their particular industry).

The content format, can vary, including videos, images, and text.

Personal content, or views, can be some of the most popular content, helping to humanize a CEO and a company. While a smaller niche brand can give a CEO the freedom to talk about more contentious issues, a large brand with an audience spanning demographics should be more circumspect.