Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Social Media is Changing Leadership [DATA]
Posted on November 1st 2012
Jamie Notter and I surveyed 505 individuals about social media and leadership, as part of ongoing research related to the concepts in our book Humanize: How People-centric Organizations Succeed in a Social World.
The survey questions gathered data on their perspectives about social media implementation in organizations, particularly related to leadership and how leaders are leveraging social media for organizational results. The results of the survey, completed mostly by individuals who work in organizations that are actively using social tools, provide some interesting insights about the deep ways in which social media has become a disruptive force in our organizations.
GET THE SURVEY RESULTS REPORT HERE. The report is free.
Here's some of what the research revealed:
- 84% agree that leadership involvement in social media gives their company a competitive edge.
- 84% agree that communicating core values via social media is integral to leadership (46% strongly agree).
- Only 4% agreed that a leader’s social media involvement should be limited to crisis situations.
- And 44% are concerned about the lack of involvement by their leaders in social media.
However, the research revealed some interesting nuances in terms of what "involvement" actually means when we're talking about the leadership (eg the C-suite).
Even in companies where the leadership was involved in social media, 29% were concerned it wasn’t enough.
The trick, of course, is in understanding a more nuanced definition of “involved.” When respondents elaborated on their answers about leader involvement in social media, they got into some of the grey areas:
- Actually the answer is "kinda." One of our leaders is involved but is quite busy so he can't be as involved as I'd like. The other is absent.
- 2 out of 8 are involved in FB. 1 out of eight on Twitter, etc.
- Accounts and some activity on twitter, facebook, linkedin
- But not significantly, and not in a coordinated fashion.
- He creates blog entries and some tweets, but it's very spotty and not a continuous policy.
Involvement can mean participation on social media sites, but even participation may vary among leaders both in terms of quality and quantity. So checking the box of “involved” doesn’t necessarily alleviate all concerns. And social media participation in and of itself may not be the most important factor for involvement.
Why? Because we asked respondents to rate their top four out of twelve leadership traits, and it just so happened that six were traditional command-and-control traits ( providing clear direction, brilliant strategist, leverages best practices, charismatic, holds people accountable, and commands loyalty from employees), whereas the other six were "Humanize" traits - embraces change, values experimentation and failure, open to diverse perspectives, transparent and shares information freely, comfortable with conflict and participates in social media in his/her own voice.
"Participates on social media in his/her own voice?" that was the third-lowest on the list. But four out of the top five were Humanize traits. And arguably, the top choice, "provides clear direction", is both a Humanize trait and a command and control trait depending on whether you emphasize "clear" or "direction".
So what conclusions can we draw? READ THE FULL REPORT TO FIND OUT, but here is part of it...
We're in a transitional period in which companies are struggling (some more, some less) to integrate social into their business processes. Those that are confining this social activity to sales or marketing will soon be at a huge disadvantage to those that can incorporate the human-powered principles of social media through out the organization, all the way to the top. The conversation is quickly shifting from how we will be doing our marketing campaigns differently to how we will be running our organizations differently. Our employees are expecting more transparency, more change, more experimentation and more clarity. Smart organizations will start taking a close, hard look at their existing cultures, and even considering some different (less hierarchical) understanding of what “leadership” means if they are going to successfully adapt to this disruption.