AS2004

Social Media is Part of the Job

Michelle Carvill

John Legere, like many other CEOs and leaders, does not see ‘being social’ and engaging with team members,
customers, the press, and stakeholders as anything other than doing the ‘CEO job’. It is a key part of the role.

As Kevin Burrowes from PwC put it:

I honestly think that business leaders who are not using social media are missing out. It is a powerful way to engage
with people, both inside and outside of your company, keep up to date with what’s going on and also get your own
messages across. It is a great way to get your brand across and can really impact how you’re seen in the marketplace.

The seamless integration of traditional channels and social channels, and the application of consumers and
the public curating and providing content with organizations and brands, is firmly embedded within the fabric
of how we now, in this highly digitally connected age, naturally communicate.

From an expectation perspective, anyone can now tune in to and communicate with anyone, regardless of
who they are, be they a world leader, a CEO, a member of royalty or a celebrity. Any barriers to entry are
nowadays expected to be well and truly open. The ordinary person is a broadcaster and a potential influencer,
with an ever-increasing expectation to be heard.

Such expectation is the impetus behind so many organizations utilizing social media networks as key support
and chat channels. Consumers expect real-time lightning-speed responses to tweets or Facebook posts posing
questions. Where this is not facilitated, complaints ensue.

What does this mean for you, the leader? Well, we have already witnessed increased levels of ‘calling out’ of
CEOs and leaders by the public on social media. In an article published by Ryan Holmes, CEO of Hootsuite, on
LinkedIn’s Pulse news network, titled ‘Only 10 Per Cent of CEOs Have This Critical Skill’, he outlines:
Big companies have suddenly found themselves in the Twitter crosshairs, from GM and Lockheed Martin to CNN,
Macy’s and Nordstrom. Leaders are starting to see the power of social media – to connect directly with an audience,
respond to crises and put a human face to public announcements. (Holmes, 2017)

If you are out there on the channels, then it is a signal that you are open to conversation. However, if you are
not out there on the channels, then you do not have the capacity to join in the conversation directly and
respond publicly.

Guide Questions:
1. In reference to the text, what are the effects of social media to business enterprises?
2. How should businesses or public figures respond to the online community for the insights they publish
about them?

References
Carvill, M. (2018). Get Social. New York: Kogan Page.

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