Global chief communications officers are increasingly adding digital and social media into their department oversight and responsibilities, according to The Rising CCO V, a survey conducted by executive search firm Spencer Stuart and public relations firm Weber Shandwick. The survey found 73 percent of COOs are hiring more digital and social media experts compared to years past; 55 percent are developing more relationships with influential Twitter users and bloggers.

Social media is expected to have the single greatest impact on the CCO’s job over the next few years, according to the survey. Ninety-one percent of CCOs expect social media to increase in importance more than other communications responsibilities. This finding is consistent across all regions in the study, which includes North America, Europe, Asia Pacific and Latin America. Globally, CCOs also expect mobile (73 percent) and video production (69 percent) to increase in importance.

“Corporate communications is in a constant state of evolution as the growth of social communications continues to change the landscape,” said George Jamison, who leads Spencer Stuart's corporate communications business. “In some cases, corporate teams are driving change, others are striving to keep up. Our research shows that CCOs are working hard to equip themselves with the right tools and people to help them effectively navigate this world of change and stay socially-fluent.”

The Rising CCO, now in its fifth year, examined the expectations, challenges and changing responsibilities of CCOs in the world’s largest companies. The 203 survey respondents came from companies based in North America, Europe, Asia Pacific and Latin America. The survey was conducted online from January to March 2014.