I recently read several articles about why CEOs should personally be involved in social media. And I’m here to tell you, I disagree.
I am a strong believer that CEOs should support a companys social media efforts. I also happen to be a strong believer that CEOs should support the companys sales efforts and the companys marketing efforts and the companys manufacturing efforts and finance efforts, etc.
But to make a case that a CEO needs to be personally involved in social media is no different than making a case that they need to be personally involved in every other function of the company. A CEOs main focus is to direct the activities of those who own these functions.
Naturally, the critics will proclaim but wait, the CEO should be the voice of the company. While I agree the CEO is one of the key voices of the company, I dont think they should personally spend time trying to figure out exactly how to use social media to maximize the impact of their voice.
The approach that makes the best sense is to capture the CEOs material, content, and thoughts to create company content that can be repurposed across social media campaigns and channels.
But more importantly, this content should be repurposed and made readily available for employee use to help ensure the companys unified voice.
The CEOs job is not to directly participate in social media. Instead, the CEO inspires valuable content that can be disseminated across an integrated marketing and sales approach for the company as a whole.
As far as the CEOs content usage across social media channels, it is the function of marketing to determine exactly how that content is used, and exactly how the CEOs personal online presence (if in existence) is managed.
Tell me CEOs, do you think you should be spending time on social media?
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Glenn Gow is founder of Silicon Valley-based Crimson Marketing. He is an expert in marketing strategy for tech companies, especially in digital marketing, demand generation, and social (selling and marketing). Follow his insights on tech marketing at the Crimson Marketing Blog.
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