Most CEO according to Forrester
is not very social and do not have a profile on Twitter, FaceBook or do
blogging on the social platform. Some CEO see Social Media more as a
place where you can brag about your latest “achievements, get attention,
approval and applause from an audience which is a place for non
achievers to be”.
So in a CEO objective do they need to be social?
It
depends how they and you look at it. From an enterprise CEO point of
view, people want to communicate with him or her and if he or she has to
work the social media, they will have just another platform to present
their companies view and benefits towards their costumers.
Could it benefit the CEO personally?
Again,
it depends on how well known he or she is in the public room. According
to head hunters they will look for activity on the social media. Is the
CEO is a public person and knowledgeable in his area the CEO will be
found, by the right people for the right job anyway.
Should the CEO recognise Social Media as a “Buzz-word” campaign?
Many
CEO feel disappointed from their past experiences,, with other new
products, protocols, portals where they have been promised increased
revenue, better efficiency and optimization of the utilization. The CEO
feel that non has performed, as advertised from the various marketing
and sales departments.
Why should the CEO work the social media anyway?
If
Social Media is a part of the enterprises communication strategy it
will be a good signal from the CEO to be a “first mover” in the company
and herby draw attention to the enterprise with his collaboration with
the costumers. Even though he/she has been disappointment in the past,
they should look at Social Media as different approach. In the past, the
CEO was not necessarily part of the campaign. The difference with
social media is that the CEO is a very active part, of the campaign he she is the face of the campaign, he she participate actively and get an unfiltered feedback from the costumers if he get their attention and trust.
Could every type of CEO use the social media?
Yes
if he or she knows how to create good content and be able to present it
in the right context where it creates good purpose for the enterprise
and its costumers. The lazy CEO could always go to the marketing
department and make them handle his blog, tweet and even his LinkedIn
account, but he will be easily spotted by the audience and the one he
want to collaborate with – and then it will not work it is not authentic.
Is their a lot of cost using Social Media for the CEO?
The difference from previous times marketing campaigns is that using social media is low cost
from a money investment point of view. It could be time consuming and
costly for the CEO in that perspective if he/she do not take proper
percussions of getting the right content. As a CEO you are in the
campaign you are addressing the costumer and you are changing the
one-way approach, which marketing could be to a many-to-many approach
where you get a profitable conversation and connection with your
costumers.
What is the Bottom Line to the CEO and the enterprise with Social Media?
The
CEO has a very simple purpose he has to make sure that the shareholders
are content this is where the CEO must look into the fundamentals of
the enterprise and make the changes, which could make the company be
prosperous in the future. One area where change must occur is marketing.
Fundamentally, marketing must refocus away from selling product
and toward creating relationships. Customers don’t like to be ‘owned’ if
that implies lack of choice or freedom. But they do like to be ‘owned’
if what that means is a vendor taking ongoing responsibility for the
success of their joint ventures. Ownership in this sense means an
abiding commitment and a strong sense of mutuality in the development of
the marketplace. When customers encounter this kind of ownership, they
tend to become fanatically loyal to their supplier, which in turns
builds a stable economic base for profitability and growth.”
This
is where Social Media can help developing this way of communicating
with the costumers. CEO´s should use their position to create and
maintain relationships with costumers and prospects. This should be an
important part of the CEO job description, and in that perspective the
CEO could really benefit from Social Media.
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