Social Media Muse

Infusing Social Media with Spiritual Chocolate

Why Executives should NOT HATE Social Media

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“Why executives hate Social Media” is the title of an article I read today. Great article, well written and inspiring. And even though it starts in a negative way it has a happy ending!

“The Problem is Networking”

I was somewhat amazed and disturbed about the statement that CEO’s do not like networking, because I thought that was one of the main dishes on their daily menu! Just like stated a few paragraphs later: “NOBODY can tell the company story and embody the company brand like the CEO…” Utillizing the right social media tools provides an incredible on-line platform to share that story with the world!

“The problem is Social.”

Social Media tools are just that, a tool, and it is important to choose the right one and use it well. Since I am an imported European I understand this American aversion towards socialism, yet I also see the US as a toddler, meaning they are still in the “me, me, mine” phase of development. If you look at other descriptions of the word social like: “pertaining to the life, welfare, and relations of human beings in a community” it becomes clear that the US is transitioning into the “we” era. Strong communities are necessary to maintain a healthy culture and economics. The social aspect pertains to the interactiveness and the fact that communication takes place world-wide, real-time. It refers to a dialog rather than one-way broadcasting.

It’s up to you to recognize the fads and not waste time on them. Use Social Media for branding and creating a market place instead of selling your stuff. People are much more informed and engaged these days and if I want to buy something from you, I’ll find you, but I’ll also check your community (hope you have one) and listen to what they ( your customers and you) care and talk about. “Human communities are based on discourse—on human speech about human concerns. The community of discourse is the market. Companies that do not belong to a community of discourse will die.” from the Cluetrain Manifesto.

The “what’s in it for me” needs to change into: “what can I do for you?” or the old fashioned: “how can I help you?” (still like that one!). “Garbage in, garbage out” applies to any media and marketing tool. The 5 well described Social Media Values are very valuable and worth your reading. I agree Social Media needs an executive briefing in order to gain more acceptance at higher levels (followed by better implementation by all other levels). And yes, Social Media is not a “campaign (which starts and ends) – but should be discussed as part of an ongoing, strategic, and systematic dialog with our stakeholders and marketplace.”


Written by Monique DiCarlo

August 2, 2010 at 11:55 pm

Posted in Uncategorized

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