08 Sep Dear CXO, are you social media savvy?
CXOs are most wanted executives, within as well as outside their companies. As dominant influencers they spearhead change, enforce performance standards, drive business growth, manage P&L and lead their people by example. CXOs travel far and wide, constantly chasing a busy schedule. Time for them is therefore, very precious.
Organizational leaders for a long time had shied away from social media presence. Social media (Facebook, Instagram, Twitter) and online business networking (LinkedIn) platforms to them, were a mere distraction, perhaps even a time waster. According to a recent study, it is believed that 82% of CXOs around the world even now, prefer to stay away from social & business networking platforms due to lack of time, awareness or interest. Few consider social presence rather risky lest they should inadvertently make an inaccurate or poorly worded statement which could create issues and cause a dent on their (or their company’s) reputation. However, on a different perspective, social and business networking platforms provide executives with a high-level access to a wide range of unparalleled insights into opinions and trending attributes of business stakeholders, consumers, customers, partners, global businesses and general public.
In the last few years many things have changed for the better. CXOs are increasingly dedicating time to manage their social presence and maintain their profiles on business networking websites. Further, CXOs are quickly leveraging these platforms productively to grow their businesses and stay up to date with latest industry developments.
So, the million-dollar question is – as a CXO, will you or will you not be actively present in social networking portals?
A genuine feedback avenue:
Author David Alston says: Social media is not a media. The key is to listen, engage, and build relationships. For decision makers at the C-level, social media provides unmatched and authentic, first-hand feedback on self, company, offerings and services. It is a meaningful channel to collect customer, vendor and even employee feedback. The challenge would be to effectively handle this feedback in a way that will increase the company’s brand value.
Talent Landscape, a 360-degree view:
Social platforms provide valuable insights on people, skills and hiring trends. CXOs leverage social platforms to access and create a more diverse leadership teams that can reinforce business management while aiding global expansion. Social profiles give insights into a potential hire’s personality that will in turn help in making the right hiring decision.
Digital Relevance:
Social presence is the new normal, as it provides the much needed opportunity to gain control and remain relevant in today’s connected world. Some of the most successful CEOs depend on social platforms for gaining new perspectives, gathering peer opinions, connecting with diverse audiences and making informed decisions. According to Harvard Business Review, CXOs who maintain an effective social presence reap unmatched reputation benefits.
Let’s talk of audience:
Today’s workforce, particularly in India, is digital-savvy, socially active, opinionated and very independent. They have increased purchasing power, they are unique in many ways imposing challenging demands on the management as well as the marketplace. It is imperative for any business to stay ‘online’ with today’s workforce. A step ahead, it will be a great plus for CXOs to also stay online with them, infusing credibility and sailing along over time, gaining reputation on the way.
Becoming a Trendsetter:
Millennials in particular, like to work with CXOs who are not afraid to take a stance on business and socio-economic and socio-political issues. Setting newer trends and letting the world know about it is much easier when CXOs are online and connected. In addition, several leadership traits like being responsive, demonstrating a sharp wit, displaying energy, solving challenges, etc. are feasible once executives are present on the social media. `You are what you tweet’, said a leader, and hence a strong presence on the networking platforms can enhance a leader’s brand quotient.
Social presence at what cost?!
Shaky starts, irregular activity, inadequate quality, misleading conversations, followed by wrong sets of people, irregular responses to messages, etc. can cost a huge price, particularly at the C-level. Dedicated time and a forthcoming mindset are key ingredients for CXOs to extract the most from their digital presence.
To conclude, will borrow from Dave Saunders, founder of brand communications agency, madisonmain.com, who states: You can’t tiptoe into social media. You have to jump into the pool. People have a natural fear of it. But the scary part is not being there. Your customer is already there. Comments welcome!
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