Social
media is all abuzz about the debate over whether, C-Suite execs should have a voice on social platforms.
Seriously? All the evidence
points
in favor of leaders who engage through social media. The bottom line is that people follow leaders! Twitter and
Facebook are, metaphorically,
a
bigger megaphone with more ears to hear your message. A social leader is a key ingredient in a culture that is now
driven by social media.
Most
companies are worried about the measurability. I understand that
companies need to squeeze the most value out of their organization's
leaders. However, for those naysayer's here are
101 Examples Of Social Media ROI Success
companies need to squeeze the most value out of their organization's
leaders. However, for those naysayer's here are
101 Examples Of Social Media ROI Success
In
case you have not heard . . . social media is FREE! The benefits far
exceed the potential risk. Your senior leaders will learn firsthand the
unbiased opinions from customers that want to engage with them. Social
media offers leaders the opportunity to have their finger on the pulse of their company, and be
the brand champion they are
expected to be.
Brandfog
recently posted the results from their 2012 CEO Social Media and Leadership
survey. The great thing about research is that numbers don't lie.
These are powerful facts that further substantiate the importance of
c-suite utilizing social media for the betterment of their brand/company.
The
proof is in the tweet! These are real twitter examples of customers reaching out
to brands and wanting to engage. Customers are the
#1 reason why social media pays off. Think about this from a customer’s perspective, the CEO
or CMO was listening, and responded to their post? This
customer is going to be so excited and feel like he/she is
valued. C-Suite exec who are engaging through social media
are not only in touch with what is happening on the front lines
but are also reinforcing brand loyalty with their
customers via social media engagement.
I think this is an interesting question to pose. You correctly note that social media can act as a bullhorn. The problem is that some of our executive leaders (CEO's and others) aren't great leaders and frankly aren't great communicators. Giving them a bullhorn is probably not a great idea. I also think that this may not be the right question. Social media a tool, not a strategy or an objective. The question of whether a CEO should use twitter has everything to do with your corporate, brand and HR strategy. So, in the end, my answer is "it depends."
ReplyDeleteJason thanks for your input and your right some leaders may not be equipped to handle social media. I believe that many c-suite leaders partner with PR while engaging in social media. I also believe yo are correct about the "It depends" aspect.
ReplyDeleteI like the way Jason points out that some of our C-suite colleagues aren't always great leaders/communicators. We expect effective leaders/communicators to manage the media. Until recently this generally meant newspapers, analysts, and television. The expectation hasn't changed, but we have expanded the media platforms. If we really do expect the Chief to manage the media (we do), it certainly includes the social media too. Failure to actively manage and engage on social platforms means the dialog will happen without you. And that is most uncharectaristic of the Chiefs I know.
ReplyDeleteAlex I think when you say that media platforms have expanded - I tend to think that they have SHIFTED from more traditional mediums like newspaper and radio which are one way platforms, to social which is obviously back and forth. I completely agree with your closing statement . . . the conversation will happen WITHOUT you and brands/organizations cannot afford for that too happen. Your input is great appreciated.
ReplyDeleteLike what they say, Most people probably don’t know how good social media can be for their business, and many don’t realize how effective social media is. Without a way of measuring the success of social media, they are blindly using that form of communication without realizing the effect it has for their business.
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Becca thanks for your comment. Stay tuned, early next week as leaders from major National retailers and restaurants share their inisights about social media and how it is impacted their business.
ReplyDeleteI think the big problem is that even if a company can open new marketing channels with social media it doesn't always mean that they should. It isn't always the best use of their time when there's a million fires to fight and it's hard to find somebody trustworthy to do it for you without murdering your brand.
ReplyDeleteJason Lauritsen made a another great point and I've experienced it first hand. I've worked with some really good leaders who came across as downright offensive when they used social media and forums to communicate with their customers. The others were too busy focusing on business to worry about it.
For myself, I love the personal engagement I get on Twitter. That's why I do it. But then again I'm a contractor so I have more free time than any exec I've met.
I'm not denying that social media can be an extremely effective marketing channel with the right approach. It can be.
It can also be a huge drain of time if you lose focus. You started a great conversation here.
The great debate may never end. :)