CEOs, do you feel overwhelmed
by thousands of comments about you and your company on Twitter? Please don't panic, this is actually and opportunity for you to succeed in your job. Social media's explosive growth is changing the role of the CEOs.
As a graduate student in the Northwestern Medill IMC marketing program, I have
identified several articles CEOs need to read.
140 Characters of Risk: Some CEOs Fear Twitter talks about only a handful of high-profile CEOs are active on
Twitter, despite pressure to be accessible. They mention the pressure of
maintaining ideal public image and being responsible to the company. Also the
article presents the adoption gap between CEO of different ages. Some younger
CEOs such as Tony Hsieh has moved to Instagram to share photos. He believes
this is one step forward compared to Twitter and Facebook.
Just 16% Of CEOs Use Social Media is a neat study the shows
stats about CEO’s twitter usage. The study found that only 16 percent are
active on social media channels, yet 71 percent of CEOs consider technology as
the most important part of determining an organization’s future over the next
three years, ranking ahead of even something as pivotal as a change in the
economy. “…This need for knowledge is an opportunity for the CMO to step
up to the plate… organizations are still focused on understanding markets, not
individual customers, with more than 80 per cent of CMOs relying on market
research and competitive benchmarking.” The article suggests there is a good
justification. This finding is crucial because the presence on social media is
rally a necessity and soft power for future CEOs.
From my analysis of these two articles and my other studies
at Northwestern, here are three action items I recommend you implement
immediately. They are:
1. Rethink what you can
reach –Social media
nowadays is just like going to a social event. You don’t want to lock your self at home
and lose the opportunity to make meaningful connection with people, do you?
Time, fear, and an unknown ROI are some reasons
CEOs don't use social media. Recent research reveals that CEOs believe that in
the next five years social media will push past websites, call centers and
channel partners to become the No. 2 way to engage customers after face-to-face
communications. CEOs in 2010s should be aware that the benefit and the
necessity of social media being a main communication channel to reach out all
the stakeholders. The social media experience is a brand’s persona
building for their companies and rethink how many time a CEO should allocate to
the No.2 communication channel of all.
2. Keep is Authentic and
Intimate –Social media is all
about who you are, what you do, and how you react to things.
Because they are not immersed in social media,
these CEOs are in the uncomfortable position of having to rely on the counsel
of less-experienced, Gen Y advisors. Some CEOs nowadays hire a team to come up
with the twitter content. I would recommend just keep it genuine, take
initiative, and be who you are. It’s always hard to take the first step, so as
social media for CEOs. Practice to make perfect. It’s OK to apologize on social
media. Corporate leaders are humans too, so live with it.
3. Try a private Twitter
account –In that way you can
practice your social media skills in a risk free environment and you will not
be overwhelmed too quick.
Not all CEOs are as outspoken. If the initial
launch on Twitter is not on your short term list, then try a private that only
your family and your close friends can see the twits. As you are more
comfortable with twitting, move one step further: open your account to the
public.
By
following these 3 steps, you as a CEO can better sleep at night. You will build a very positive image for your company as being responsible and approachable. For
you, social media is also a smart personal branding strategy for you to success in your job.
Gary
Wang is a master’s student in Integrated Marketing Communications at Northwestern
University. He has multiple working experiences in wine industry both in U.S.A and
China. Follow her @gwang87.
