It would be impossible for the modern CEO not to recognise the value of social media in keeping their company at the forefront of their market.
So why is it that so few CEOs engage personally? What is holding them back and why is it so important for them to actively participate in their company’s social media endeavours?
It can happen to anyone. One day you are happily providing tasty prepared meals to devoted consumers, and the next you are accused of serving up horsemeat, committing fraud and conspiracy against the public, and somehow being linked to convicted arms traffickers via the intermediaries that transport meat through the seedy underworld of the European food chain!
Who knew that a humble lasagne could cause so much trouble for so many goliaths of the food industry?
The answer is that someone should have. Because in today’s world of instant global exposure the vast majority of your digital crisis management needs to be in place before a crisis occurs, scenarios practised, scripts written, influencers on-side and communication channels identified.
It should be someone’s role to ensure that this has been done. In the wake of the horsemeat crisis, how many of the businesses involved in it do you feel had an effective strategy to call upon?
In the days before social media it could take hours or even days for a story to break. Today it can take seconds to go viral, so it’s prepare or perish.
Social media offers us an ever-changing landscape where almost daily innovations, initiatives and strategies are formulated to help businesses to make the most of this environment.
There is no question that most organisations can benefit from their involvement in the online conversation.
But in the rush to set up Facebook pages, win fan bases and restructure businesses to be more adaptive to the needs of their audiences, how many have forgotten to look inwards at the most under-utilised social marketing assets in the business world, your own staff?