Short answer is yes.
They don’t have to be tweeting and updating a Facebook Fan Page but they do have to understand that both employees and customers are using social media to communicate. But more importantly is understanding how these communication tools work instead of leaving it up to VP’s of Marketing or CMO to explain. They need to dive in into this new world.
Some of it has to do with CEOs (or anyone who isn’t really working “on the ground”) not understanding the relationship building aspect of the brand. It’s about being accessible, about being transparent and putting a real person behind a brand. Part of it too, is that people aren’t getting the social media scene: traditional hierarchies and power structures are dissolving a little more with social media, and customers, who used to only have a 1-800 number to call for service, are now using other forms of communication–YouTube, Twitter, Facebook and more.
If higher-ups can’t devote a small percentage of time to listen and engage, then they are not interested in their customers.
The most recognizable CEO on Twitter is Tony Hsieh of Zappos who embodies his brand. He’s transparent and accessible, adds value and makes it fun. Yet many would love it, don’t expect to see Steve Jobs on Twitter anytime soon.
This also brings up another question: What does the CEO of the future look like?
Related articles
- The Thank You Economy According To @GaryVee (hubspot.com)
- Is fame the #1 predictor of Social Media success? (customerthink.com)
- Measuring Social Media: Who Has Access to the Firehose? (mashable.com)
- How Do Leaders Make Time for Social Media? (linked2leadership.com)
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