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And Now a Tweet from Your CEO

These days you can connect with everyone from the Dalai Lama to Justin Bieber via Twitter. But, there’s one group who you rarely find on Twitter -- Fortune 100 CEOs. In this 60-minute solo, Aetna Chairman, CEO and President Mark T. Bertolini shares his experiences as a social CEO. While the 160-year-old, highly-regulated company he leads redefines risk management and evolves into a social organization, Bertolini sees and tweets the results of that culture change first-hand. Hear the good, the bad and the ugly of making direct connections – from a CEO who started his own Twitter account and continues to personally Tweet. Learn how going social can enhance the credibility of corporate leadership and humanize the role of the CEO, and how interacting directly with the public has helped inform Bertolini’s views on creating a consumer-friendly health care system.

Additional Supporting Materials


  1. Why is the c-suite so reluctant to go social and how can these concerns be overcome?
  2. What three things should every CEO know before he/she becomes social?
  3. What can other highly-regulated organizations learn from Aetna's experiences redefining risk management and evolving into a social organization?
  4. How can going social enhance the credibility of corporate leadership and humanize the role of the CEO?
  5. What key learnings have come from direct interactions with the public on highly personal issues surrounding health and well-being, and how are these interactions leading to change at Aetna?



Elizabeth Sell, Director of Communications , Aetna

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