Study findings relaesed this week from Domo and CEO.com showed that two-thirds of the Fortune 500 CEOs still aren’t using social media in any capacity. Is this really a surprise? The list of benefits and competitve advantages a social presence can give you can be endless, but to expect a time-pressed CEO of a major organisation to be at the cutting edge of social media is surely unrealistic. But what about the risks?
There are ways that busy executives can get the benefits of social without needing to dive in headfirst to every social network there is. The key focus for an executive to start with is their objectives and responsibilities in their role, how imperative social media is in their leadership and stakeholder management and what strategy to put around the networks that can best meet these objectives.
Decisions based on audience, levels of engagement required and technological awareness will also affect the strategic decisions of engagement and training required in social media for an executive. At Reach Further we use a diagnostic approach to social media for business executives and understand the business objectives, individual needs to meet and the relationships to manage in order to deliver one-to-one coaching on the most suitable techniques and platforms to best achieve their objectives based on their circumstances.
What this study may not have also taken to account is the potential for use of social networks and collaboration tools internally, such as Yammer and Podio. The benefits of using these internal networks for a CEO who may or may not be so au fait with online technology can often outweigh the considerable risks of using public social networks that can damage personal brand reputation in just one tweet or retweet!
Many executives may not be public in their use of social media, but that may not mean they are unaware of the developments in the space. Social media monitoring and listening can be managed without a public presence for the exec. The key to social media for execs is understanding which strategic decisions need to be made and the information and training an exec needs to make those decisions.