Leaders in Social
Organizations view social platforms as critical communications and branding
tools. When used properly, they are
effective, inexpensive, timely and sincere methods of communication; reaching
staff, members, clients, partners, volunteers and key stakeholders. In just the last few years consumers and
staff expect to hear from leaders in a more transparent and less formal
manner. To expect Leaders who have
successfully communicated in one fashion to flip to a new relatively unproven
method immediately is not realistic.
However, the transition approach I recommend is realistic. Start by extending your traditional
communications online, next extend your public forums online, and finally start
sharing and exchanging information in the areas in which you are an expert. All
you do should naturally support your organization’s goals.
Before a traditional Leader
will start their transition into a Social Leader three questions are always
asked, (i) what is the Leader’s Social Role (ii) how often should a Leader
Post, (iii) and what should they Post? To start the transition the answer
to the Leader’s Role is that it mirrors their current public communication’s
role. Second, they should Post as often as they are scheduled to communicate to
their staff, members, clients, partners, volunteers or key stakeholders. Most Leaders traditionally are scheduled make
specific public announcements weekly, monthly or quarterly. As
well, periodically Leaders are scheduled for open dialogues with their
Organization’s public, at these times, the Social Leader can add various online
aspects to their public meetings. Finally start to transition into a Social Leader start by using Social Platforms as an extension
of the Leader’s existing Communication’s plan.
The Social Platforms will not likely replace their current
communications’ vehicles unless all of their staff, members, clients, partners,
volunteers or key stakeholders are active Social Media users. Social Media
communications will provide insights and the ability measure the impact and
reach of the Social Leader’s messages.
Many Leaders I have spoken with
are under the impression that if they start engaging in with Social Media,
they’ll have to spend many precious hours daily; that’s not the case. When the Leader of a Community or a larger Organization
speaks, writes, or posts, it should resonate.
Their Organization’s regular Social Channels should share their Leader’s
Posts with their followers, as well as take up the duties of listening for and answering
questions on behalf of their organization.
Not unlike when a Leader of a company is quoted in a Press Release or an
article, the public is asked to speak with the official company spokesperson
for further information.
Brandfog’s, “2012 Social Media
CEO & Leadership Survey” had
thirteen insightful conclusions, I have summarized the eight which focused on
the impact of the Social Leader
In
summary, Social Leaders’ engagement outcomes include more sales, more trust,
effective crisis management, a competitive advantage, and a more desirable
place to work.
1) 81% of respondents believe that
CEOs who engage in social media are better equipped than their peers to lead
companies in a web 2.0 world.
2) Respondents believe that CEOs can
use social media channels to improve engagement with multiple stakeholders
across their organizations. Building
better connections with customers topped the list at 89.3%, but engagement with
employees (84.7%) and investors (66.3%) also came in very strong.
3) 78% cited Better Communication
and 71% stated Improved Brand Image as the biggest positive benefits.
4) 82% of respondents were more
likely or much more likely to trust a company whose CEO and leadership team
engage with social media.
5) 77% of respondents were more
likely or much more likely to buy from a company whose values and mission are
defined through CEO and executive leadership participation on social media.
6) 93% of respondents believe that
CEO engagement in social media helps communicate company values, shape a
company’s reputation, and grow and evolve corporate leadership in times of
crisis.
7) 94% said that CEOs and an
organization’s executive leadership team enhance the brand image by
participating on social media.
8) 78% of respondents would prefer
to work for a company whose leadership is active on social media.
Brandfog’s concludes that the “next
generation of business leaders will require new talents and a different set of
skills to successfully grow their companies. …in order to effectively lead a company,
management competencies will have to be reinvented around a new set of
principles including transparency, integrity, collaboration, and consistent
communication with stakeholders about company vision, mission, and values through
social media channels.” The BrandFog Survey 2012.
Leaders who start utilizing
Social Media as one of their Communications’ vehicles should start with baby steps
so they can sustain and continuously improve their efforts. They need to ensure that their social communication’s
staff has the Social Media training, listening and measurement tools they need
so they can respond timely. Benefits of
the Social Leader are far too many to be ignored. Much depends on how social of a Leader you
are naturally, you cannot fake a Social personality, it must come naturally and
be sincere, or the impact will be negative.
Leaders
are traditionally outstanding communicators.
Leaders are also experts in their industry, business, public relations,
decision making, deal making, leading, and motivators. When a Leader is ready to expand their Social
content they start to look at what they naturally read or attend as possible
content. Their Posts must also, of
course, help support their Organization’s online purposes and goals.
Some
topics beyond a Leaders’ traditional communications plans, include sharing industry
articles, articles the Leader has authored themselves, papers their staff have
written, photos or videos of their personal community involvement, welcoming new hires, acknowledging staff and
client achievements, opening of new departments, launching new products or
services, interaction with clients,
services or products impact, and so much more! It’s endless, but, the trick is to keep it in
line with your Organizations’ online purpose and to keep it real.
