As CEOs at the world’s leading companies continue to embrace social media, it is time for less progressive boards to follow suit. How can you help bring your executives up to speed?
Last year, a study by Weber Shandwick found that 80% of CEOs at the world’s 50 largest companies are engaged on social media. Critically, the report found that “having a social media presence, no matter how small, puts CEOs in a better position to share their stories and connect with a large audience”.
Social media is just half the story. Marketing, the media, research and buying habits, reputation management – all these have been disrupted beyond all recognition since many of the C-suite started their careers – and what used to work often no longer does.
The painful truth is that the C-suite – as a professional demographic – has been late to the party in online marketing. In my experience working with executives from global organisations, the key concerns have centred around return on investment and the consequences to corporate reputation of executives’ online activities.
Weber Shandwick’s findings would imply that, culturally, the C-suite has turned a corner and is ready to embrace social media in 2016.
How to educate the C-suite on social media
Part of the C-suite territory is control and authority; so another uncomfortable key barrier to adopting social media marketing is a reluctance to accept that the C-suite has things to learn from others. In my view, great leadership comes with an acceptance that business – like life – is one big learning curve. We can always know more than others, but we will never know it all. There is always something new to learn.
Educating the C-suite on social media and digital marketing starts with demystifying the process. Digital and content marketing works when planned and executed well, and can provide huge business benefits, including but not limited to:
- Improved sales
- Increased inbound enquiries
- Better media relations
- Increased web traffic
- Greater affinity and customer service
What C-suite wouldn’t want that?
In our one-day digital training for the C-suite we cover the role of each major social media channel, along with search and content in the modern decision making journey. We look at the psychology of the customer and how to leverage psychological techniques to spread your message.
If your executive boards need a social media introduction or refresh, please get in touch so we can discuss your needs.