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The Social Case for CEOs
VeInteractive | August 2, 2012
Social media is becoming vital for business. It has already revolutionized the way we communicate with each other and brands of all ages and sizes. The space between consumers and brands is shrinking at light speed, yet the primary challenge of tying it to business outcomes and quantifying revenue impact is still stumping corporate leaders – especially in large companies.
While this collective ambiguity clearly continues to control the perception of many CEOs, a recent study reports that the potential competitive business advantage has started to outweigh this uncertainty for many leaders worldwide. Top level executives are finally realizing that engaging with customers, suppliers and employees with social technologies enables them and their companies to be more adaptive and agile in an ever-changing industry – a priceless value to any organization.
After all, with social media becoming the “universal university” and essentially allowing everyone to learn from each other through ideas, feedback, insight and spirited dialogues, it’s obvious that the biggest rewards are only available for companies who are truly committed to social media from the top. There is no fooling generations that have grown to value user-generated engagement and rapid information sharing.
If the leader of a successful company is not participating in social technology, they are doing a disservice to their company by discounting a critical mass of opportunity.
Social media is a way to obtain contacts that would cost far more money if you were marketing to them through alternative, traditional media channels. The cost of a lead through PPC or TV ads doesn’t even compare to the cost of simply acknowledging and interacting with a customer on a social network.
With 80% of the world’s online population on social media today, and 77% of them much more willing to buy from a company whose mission and values are defined through their leaderships’ involvement in social media, the ease of engagement on such channels automatically indicates a positive return on investment.
So if you are a CEO and you’re not on social media, we suggest you make the change of choice – and start socializing!
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