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The progress (or lack of it) and the early barriers in social media adoption , may sometimes originate in the genes DNA of the currently successful people running the business and in many cases lie in the very heart of the C-Suit itself. Thankfully, there are some great examples of CEO innovators adopting social.
It would be impossible to build a social strategy that works and at the same time get people/staff behind it however, if the CEO and Directors are themselves invisible in social and in denial or simply just not understanding it.
For many, it is difficult to comprehend the shifts in the audience and that the days of broadcasting PR is now replaced with inbound attraction and engagement. Lots of leaders have fixed mindset and cannot evolve – even although having built successful companies in the past… cannot see that those methods will work in future.
When the revolution of fax came – the words ‘trust me’ was enough to convince the C-Suit to get one! But alas, the new-fangled ‘social media’ thingy will need influencers to work harder but with some sensibility in order to shift C-Suit mind-set! Business leaders must allow and encourage experimentation.
Good post Jeff. Certainly, speaking from the socialrecruiting world’s point of view, the old methods in KPI are out of the window as they are firmly rooted in static activity that just do not work in measuring social media performance. A first measure and milestone of success may be in implementing social media strategy in the first place! For us the cost of social [recruiting] media is ‘time’ but also in the moving from static to digital hub strategy in the first instance that may have incremental price tags - so indeed, questions are being asked regarding ROI at the outset. The people with the cheque books may not understand the concept of social media and can tend to only see social media as a cost saving exercise and the sign off and c-suit stage likewise may also be concerned about impacting existing revenues which are successful - but rooted in the traditional streams and hence want to see ROI and test cases before any investment. As such examples do not reliably exist yet then a conundrum! Now what I also find is also evident and probably for most organisations, is that whilst quick to ask for ROI, many never fully measure nor measured or understand what is was in their existing or previous buckets.