Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
The world is going social. Everything is now social and the increasing demand for businesses to be social is going through the roof. The need for being social is inherent in human. We are created for connection and interdependence. Very few human prefers isolation over communal sharing and connection.
A new dimension and demand is that Corporate Executives/CEOs must wake up to the demand of time and become social. The advantage of being a social CEO is enormous, yet many are afraid to touch these wonderful tools with a prong of fork. It is understandable many do not want to be misquoted or run into trouble. The responsibilities of being a social CEO are huge. It demands we get rid of the silos and brick walls created by olden day management styles.
A good CEO must be outspoken, approachable, friendly, able to connect, share knowledge freely, sell organization’s differentiation as well as build thought leadership. Doing this well will require a level of ‘sociality’. It is also a common knowledge that transparency, vision and open communication are key to great leadership and corporate responsibility strategy today.
I really like an adaptation of something I read online in this regards, it concisely captured my thought. Good CEO today must be able to combine use of relevant technology, corporate governance, and a disciplined operational framework which will enables them to engage in a timely and relevant manner through social conversation with their global audience in multiple channels without allowing corporate functions to suffer.
Despite this urgent demands, a recent study of CEO and Social Media shows that 70% of Fortune 500 have zero percent visibility and presence online. If this is the case for Fortune 500, then the case is closed for majority of corporate Executives. When being social is adopted by any CEO/Corporate Executive, here are the major reasons which they will make them beat non-social colleagues hands -down. I just read a survey by Brandfog which enumerates the advantage of Social CEOs.
-There is a huge potential of Social CEOs to increase business purchases by 77%
-About 78% of potential employee wants to work with Social CEOs
-Often there is a general believe that 81% of social CEOs are better leaders and that they are more trustworthy.
-In times of crisis, Social CEOs can be better crisis managers. They can easily curtail the impact with the teaming followers’ support. For instance, Richard Branson has over one Million followers within two months on Linkedin. This can become his conglomerates spokespersons in time of crisis.
More importantly, Social CEOs can enhance brand equity, awareness and adequately position the brand than non- socials.
In closing, like Brandfog asked: if social media engagement is a critical component of digital marketing and brand strategies, why is it ignored by the C-suite and Executive leaders? Also if Social business is a question of ‘not if’ but ‘when’, when will CEOs, Corporate Executives wake up to this reality? When CEOs stay aloof, they would have buried the possibilities of a bright and shiny future that are available in being a social leader.