The internet has radically changed the way that companies and individuals do business. In the digital age, leading executives are no longer chained to their desk. Now, they take their work wherever they go, making use of laptops, tablets, and smart phones to keep in constant contact with their employees, clients, directors, and vendors. New executives quickly learn that it is not enough to check their email regularly or to master video conferencing apps and cloud collaboration on files and projects. They need to learn to utilize social media in order to stay on top of their game.
There are essentially two reasons to use social media sites at this level of management. The first is reputation. Any executive needs to recognize that they are a brand. Their name is not just closely associated with their company’s brand; it is the cornerstone of their professional and personal reputation. A strong personal brand can only enhance the company brand, while a bad one can have a negative effect on the company’s performance. They also need to remember that when it’s time to move to another company, their personal brand will play a key role in finding their next position.
Social media allows executives to create a public identity that is separate from their company, though usually aligned with company values. Careful use of twitter and other micro-blogging sites can build something of a character profile for individual, including real estate executives like @daniel_drimmer . Journalists, customers, and potential employers can easily access tweets. The right blend of personal content with professional, expert comments can create a solid brand name.
The second reason to use social media is networking. This includes the professional networking that comes from using LinkedIn or industry and professional social media. But there is a second type of networking, that of conversing with customers and potential customers. Having an active and detailed profile on sites like Facebook (see Daniel Drimmer for an example), allows executives to get feedback from the general public, including brand advocates of their company and products. Executives should also encourage their employees to follow them on social media sites, as part of the digital “open door” policy.
Ultimately this means that today’s executives need to be aware of everything they are doing in public — and the public realm includes all activities on the internet. Handling social media properly and professionally will prove an invaluable tool in both their current position and in the overall career trajectory.
image courtesy Mark Warner on Flickr