MarkLives’ digital agony uncle @DigitalGrandad1 is now taking questions on all issues digital. Tweet them to him or email DigitalGrandad@marklives.com.
Dear Digital Grandad,
I’m the CEO of a major company listed on the JSE. Looking at the changes I’ve spearheaded in our marketing, I think I can safely say that we’ve embraced the digital revolution. We have a great website, mobi-site and our social media’s being expertly managed by an external agency.
I really thought I was doing well.
But recently, in a meeting with the agency handling our social media, one of the account managers asked me for my twitter handle so that she could assess my social media and see how it could be integrated into the company’s overall social media strategy. I was taken aback. I’d never thought that I should be using Twitter. Technically, I guess I am on Twitter. My daughter once set up an account some years ago, but I never really got the hang of it.
So Digital Grandad, do I really need to be personally using social media for my company? And if I do – which I hope I don’t – how do I get it right?
Thanks,
Twitter terrified but terrific CEO (TTBT-CEO)
First off, Mr TTBT-CEO let me say WELL DONE on having what sounds like a great digital strategy in place for your company. You certainly seem like you’re strides ahead of many of your contemporaries.
Having this digital strategy in place, I’m sure you know that social media is now integral part of marketing and public relations strategies for companies. Social media channels are now an essential platform for companies to communicate their messages to the general public and other audiences.
So how does that equate back to you, as a CEO, using social media?
Well wouldn’t you say one of your core responsibilities as CEO is to communicate the vision you have in place for your company; to spread its ethos and message to the public? The link between you being on social media, and your company, seems pretty clear when looked at in that light.
In addition to that, when you consider that a study by Weber Shandwick found that 76% of employees want their CEOs to be active on social media it’s clear how engagement on social media, by you, is yet another way you can breed the culture you believe your company needs to be successful.
Having said that, let’s be fair. For many CEOs social media on a personal level is uncharted territory. It’s very understandable why so many are reluctant to use it.
But knowing that social media’s nothing more than just another opportunity for you to spread your company’s message it’s important to recognise that, like so many communications undertakings in business, there’s no single roadmap for success.
In the end, as a CEO, you have to find the best platform to communicate both on and offline and most importantly, how best to do it while being authentic to both your personal and professional brand.
Okay then, here are my Digital Grandad Tip to get you being a Terrific Tweeting CEO.
Grandad Tip #1: ENGAGE. Many CEOs use Twitter as a personal billboard to talk about themselves and what it is that they think, are doing, and believe. That’s great. You need to do that, but beyond that you need to engage with other users. Ask what they think. Answer their questions. Get involved in discussions already happening online.
Grandad Tip #2: BE VALUABLE. Try thinking, for instance, if you’re providing insights into your industry, communicating with your consumers to create a personalised touch to your company, or becoming a go-to thought leader. If you can’t answer why you would follow your account, then you’re doing something wrong.
Grandad Tip #3: SHARE, SHARE, AND SHARE SOME MORE. If you’re struggling to find something that you think is interesting to say, share what it is that you’re reading or watching. We always say in the digital world that “Content is King.” A thought-provoking, informative, or interesting article or video can always get the conversation going. Also, being social with the content that you consume online can help give your audience insights into your inspirations and interests.
Grandad Tip #4: INTEGRATE other CONTENT. If you have other social media accounts and platforms you use, integrate and share stories from other platforms as tweets. A great platform for CEO’s is LinkedIn. If you see a great story, share it!
Grandad Tip #5: BE YOU, AUTHENTIC and NOT JUST THE CEO. Remember that while your overall strategy in using social media may be to build your business, this is your personal account. Give people glimpses into who you are as an individual. While the majority of your social media must be helpful and on brand, not everything you tweet about has to be about your company or relate back to your industry. If you’re into sports, tweet a bit about that big match coming up. If you love wine, share that latest shiraz you’ve discovered. People want to follow you. Just because you’re face and name is on the account doesn’t mean they won’t disengage if they’re sensing it’s nothing more than another faceless corporate account.
“THINK before you TWEET
As a CEO you have great responsibilities and influence. So even if you state on your profile page, that ‘all these views are my own’ and not your companies – you still need to be careful in what you tweet. I always say, think before you tweet before you regret. I have witnessed so many great people posting personal views on twitter, to only regret it. For example, keep away from religious topics or views, don’t get to political (unless you are a politician) andremember, if you wouldn’t stand in the middle of Sandton Square and shout out what you are about to Tweet, then it probably not best to tweet it.
Go on be yourself and real! Share your thoughts and get tweeting!
Best of luck
– DigitalGrandad is a Marketing Professional with over 140 dog years of practical digital experience working with both global and local brands. From SME’s through to Multinational’s and across industry sectors he has seen and embraced the changes technology has given to us to better our lives. Yes he remembers the old days, but is now a firm traDigitalist born through traditional marketing.
If you have a digital dilemma and are too afraid to ask your boss or your agency, but feel you need to ask for some straight no-nonsense advice, please email me at DigitalGrandad@marklives.com with your question, or better still tweet to @digitalgrandad1. I’ll answer one every week on MarkLives.com.