Last week I ran a workshop for a number of Chief Executives. Whilst preparing my slidedeck (which is featured above) I spoke to a friend who is the Managing Director of a medium sized business.
They have a very basic website. No media links.
When I asked why he doesn’t use social media , he answered simply:
Paul , I don’t have the time you have. My customers don’t use it. There is no reason for me to waste any time on it. I’ve asked my staff on many occasions what the business case is and all they say is – everyone else is doing it, we should too….
You know what? If I was him I would be exactly the same. If people can’t articulate a compelling reason for social why would a very busy person waste their time on it?
If your CEO isn’t using social, or doesn’t see that embedding it in your organisation is important, maybe you need to have a different conversation? Perhaps you need to make it more relevant to them as senior leaders.
These are my tips for why it makes business sense to be a Social CEO:
1: Forget social media – it’s about being a social business
If your conversation with your CEO starts with why you need a Facebook account you have probably lost them already. The real leadership benefit of using social tools is that used well they can reinforce the purpose and values of your organisation. If you are just pushing product and you don’t need to engage customers then maybe social isn’t for you. But if you are about more than business then it can amplify your social and ethical goals.
2: It will make you more visible, people will like you more
A CEO loves to be visible. (If they don’t I suggest you have another , more serious, problem). Internal enterprise networks , such as Yammer , boost executive visibility. They can also democratise the organisation and destroy hierarchy. That’s a good thing by the way.
3: You are missing out on recruiting the best people
A Gen Y colleague told me the other day that they “couldn’t work for a leader who wasn’t visible on social”. It’s an increasing trend for talented people seeking work to check out the social profile of the company – but also that of the recruiting managers. I do not believe any CEO would knowingly miss out on adding the very best talent to their organisation. If a competitor is recruiting and they are social and you are not – it’s pretty much a certainty that the better talent is going their way.
4: Customers will trust your organisation more
Leadership visibility promotes an open and transparent culture to customers and stakeholders. In the same way that an internal social presence removes hierarchy – showing your visibility to customers gives you a human face. You are no longer the person on a big salary behind the closed door in an office a long way away. You are in reach.
5: You are missing out on vital market intelligence
A CEO who doesn’t promote a digital presence runs the risk of marginalising their organisation. New relationships and business propositions form minute by minute today. They cross sectors and they can even cross continents. Those annual conferences you go to are becoming an irrelevance. The social digital organisation is more connected, aware and adaptive.
This is the advice I would give a CEO about going social – but I’m sure there are other benefits. Please add any thoughts in the comments box they are hugely appreciated.