Yet you’ll see people telling you otherwise all the time. So what gives?
The assertion that having your CEO tweeting or your CMO blogging as a social organization stems from two misguided assumptions:
Misconception 1: You aren’t truly “social” unless your executives are visibly participating.
Executive buy-in and enablement is different than – and many cases even preferable to – their direct activity.
Reality check: it’s often prohibitive for a senior executive to do more than token activity in social. After all, their job is not at the edges of a company, it’s at the center, enabling a culture and a mindset. That should be their focus.
Can social media be part of that? Sure, if all of those activities are aligned well with strategy AND its out of genuine interest on the part of the executive versus superficial drivers like lists and influence ‘scores’ or simply to phone it in.
Should it be the priority? Nope.
Does a shareholder care about a CMOs Klout score, or how well they’ve positioned a company to lead their market? Should the CEO divert their attention from guiding a massive organizational culture shift to be sure they tweet the latest blog post?
Not to mention the very real risks involved in having your CEO active online without proper planning and education in place to understand the implications of that. “Transparency” and “being human” are not going to cut it in front of the SEC or in a court of law. [Read more...]