CEO Digital Presence
In today’s media environment, members expect to hear directly from leaders they trust.
Many neighboring cooperatives now have CEOs who post short updates or videos on Facebook and LinkedIn.
At Northern Lights Electric Cooperative, CEO Dana Miller prefers traditional communication—board reports,
annual meetings, and the quarterly newsletter. Until recently, that approach seemed fine.
A statewide business article about “The Future of Energy in the North” quoted several utility CEOs—none from Northern Lights.
Within hours, members began tagging the co-op’s social media accounts asking why they hadn’t heard from their own CEO.
Without a visible digital presence, misinformation and speculation quickly filled the void.
Member Post:
“Anyone know what’s actually going on with Northern Lights’ rates? I saw a headline about big increases but no explanation.”Comments:
“Other co-ops have their CEOs on Facebook explaining this stuff—ours is quiet.”
“That’s because they don’t want to face the backlash!”
“I’d appreciate hearing directly from Dana. She seems genuine at the annual meeting.”
Employee Interview Excerpt
“We get a lot of calls when misinformation spreads online. People trust Dana when they meet her in person,
but we need that same presence digitally. It feels like the co-op’s story isn’t being told.”
Discussion Prompts
- What are the risks of not having a CEO visible on digital platforms?
- How could a strategic digital presence build member trust and transparency?
- What support or training should communications staff provide to help Dana succeed online?