DEBUNKING A FEW
SOCIAL MEDIA MYTHS - SO YOU CAN ENGAGE LEADERS AND EMPLOYEES
WITH CONFIDENCE
A NASSCOM’s Marketing and Communication Forum Knowledge Sharing Initiative Aniisu K Verghese
January 29, 2015
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Your experience with social media
- Do you manage social media as a portfolio?
- Do you have a dedicated team or outsource social media
needs?
- Do you involve employees in defining and designing your
social media plan?
- Are you active on social media yourself (blog, tweet, FB,
Linkedin, create, curate, share etc)?
- Do you encourage your leaders to be active on social
media?
- According to you, what are the myths of social media ?
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Myth: Social media is only for celebrities
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2012 CEO, social media &
leadership survey (Brandfog)
Glassdoor, May 2014
Myth: Social media isn’t for CEOs
66% of consumers say
that their perceptions of
CEOs affect their
opinions of companies
and the products they
sell.
Nearly one-half (49%)
attribute a company’s
reputation to the CEO’s
reputation.
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Socialising Your CEO II Executive Summary,
Weber Shandwick’s Socialising Your CEO 2010
Myth: There is no benchmark to know
what makes a CEO “Social”
There is!
- Engages on the company website through messages,
pictures or video
- Appears in a video on the company YouTube channel
- Has a public and verifiable social network account or
profile
- Authors an external blog
- Don’t ignore Wikipedia because it still remains the first
stop for information about CEOs (80%).
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Socialising Your CEO II Executive Summary, Weber Shandwick’s Socialising Your CEO 2010
Myth: Leaders don’t have a role in social
media
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Six social-media skills every leader needs, F E B R UA RY 2 0 13, McKinsey
Quarterly
Myth: Social media is everything
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https://www.reliablesoft.net/difference-between-digital-marketing-and-social-
media/
Myth: Social media is a fad
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73% of Global Chief
Communication
Officers Increasingly
Hiring Digital
Experts
The Rising CCO V: Chief Communications Officers’ Perspectives on a
Changing Media Environment, Weber Shandwick, Spencer Stuart (2015)
Myth: Communicators get social media
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Qualifications for Communicators
Trends Survey 2013, PR Academy
Myth: Social media isn’t a skill for
communicators
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Professional Development in Internal Communications 2011-12. VMA
Group
Myth: Social media isn’t the
communicator’s responsibility
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The Chief Communications Officer - Korn/Ferry’s 2012 survey of Fortune 500 companies
Myth: We know what employees want
on social media
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http://www.gagenmacdonald.com/ism/power-internal-social-media/
Myth: Employees’ actions don’t
count on social media
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Transforming Employees into Advocates 8 Steps to Launching a
Successful employee advocate program Power, Social Chorus
Myth: Blocking social media for
employees will benefit the organization
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Employees Rising: Seizing the Opportunity in Employee Activism,
Weber Shandwick & KRC Research
Myth: Employees don’t create
social media content
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Game Changers, Waly Ollins, Spring 2013
Myth: Employees rarely talk about their
employers on social media
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Employees Rising: Seizing the Opportunity in Employee Activism,
Weber Shandwick & KRC Research
To sum up (in tweets!)
• #Communicators need to be the catalysts of #socialmedia and change @aniisu
• Train and involve leaders and employees to champion #socialmedia @aniisu
• Establish your credibility and become an activist of #socialmedia @aniisu
• Help create a conducive environment for #socialmedia to flourish
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