Laura M. Sutherland @AllthingsIC @commschat great discussion – interesting views from some! #commschat
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March 5, 2013 Transcript of #CommsChat on corporate social media strategy
Last week, the @Pontifex account deleted all of the pope’s existing tweets, stating that it reflects the fact that the papacy is currently vacant.
On #CommsChat, we explored the impact of leadership on corporate social media strategy and what role the CEO should take in shaping that strategy.
Some of our choice tweets:
@ruthseeley If a CEO isn’t required to write all his/her own speeches, just deliver them, why do they have to write all their own tweets?
And the full hour:
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@MontseCano I think some senior managers take themselves too seriously and aren’t willing to let guard down in public platform#commschat -
RT
@Communicatemag: take a look at our Facebook pg, &help us decide which cover to go for https://www.facebook.com/CommunicateMagazine … ->crowdsourcing#commschat -
@steve_murg@ncardwell Do you think it could be for lack of time, experience, both?#commschat -
@steve_murg No, I guess Bieber just doesn’t fit!#commschat. -
@AndrewGirdwood@CommsChat and Moneysupermarket#commschat -
Incidentally CommsChatters, take a look at our Facebook pg, &help us decide which front cover to go withhttps://www.facebook.com/CommunicateMagazine …
#commschat -
Thanks so much for the thought-provoking tweets, tips, etc. Really enjoyable this one.
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@MontseCano@ncardwell Completely, the ability to interact is probably the biggest weakness I see from senior leaders on SM#commschat -
+1 RT
@AndrewGirdwood: How can you be an effective, modern, forward looking CEO if you can’t even handle tweeting?#commschat -
RT
@AllthingsIC:@ncardwell@montsecano there are studies/articles around e.g. http://goo.gl/Uqdoz#commschat -
@steve_murg Content and ability to interact, I’d say.@ncardwell#commschat -
Night all, thanks
@commschat and hello to newbies – do come back again#commschat -
Really enjoyable
#commschat – got ideas, reading material and a few things to ponder! Thanks everyone.#commschat -
@MontseCano Plus, they might not be the right person to be CEO!#commschat -
@MontseCano Depends on the content they’re tweeting. If it’s all Beiber and 1D then you know why they have the high numbers#commschat -
Great
#commschat tonight – some very interesting points and opinions -
@AllthingsIC@ncardwell Thank you for that. I’ll take a look.#commschat -
Thanks
@CommsChat et all. Interesting debate, good topics.#commschat -
@CommsChat Thanks so much to you for hosting & to all the smart & thought-provoking tweeps who participated.#commschat -
@steve_murg Hmm, that might be true. Something like followers on LinkedIn.#commschat -
Good
#commschat tonight, always love a good debate! -
I’m off now, but if yrenjoying yourself feel free to carry on. As always, the transcript will be up on CommsChat site tomorrow.
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@MontseCano@steve_murg Perhaps comes back to quality/level profile and image developed through SM, rather than just raw numbers?#commschat -
@samontheweb Demonstrates relevance and competence. My criteria, of course.#commschat -
There we have it, the big hand is at the top of the hour, which means we’re through fr tonight. A big thanks to all who took part
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@CommsChat Which says…#commschat -
RT
@ncardwell I think both can tweet but different styles needed. Broadly speaking, B2C about engagement, B2B about positioning.#commschat -
@MontseCano If we’re talking in the hundreds of thousands and you’re a CEO then you are doing something right.#commschat -
Will be interesting to see how many brands survive without social media. Can traditional still cut it?
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@ncardwell@montsecano there are studies/articles around e.g.http://www.mediabistro.com/alltwitter/social-ceo-stats_b34975 …#commschat -
@AndrewGirdwood depends why you want to find them there and what they’re doing with LinkedIn. Needs to be purpose#commschat -
@CommsChat Savvy CEOs should create fake social media accounts to test & challenge their own social channels & customer service!#commschat -
@steve_murg@ncardwell Still, that’d be silly. It’s not the quantity, it’s the quality?#commschat -
MT
@JeremySinger1 CEOs should have their own identity on Twitter, yet represent core values & corporate style of their company.#commschat -
@steve_murg@ncardwell Agreed. I doubt there will be many more Tony Hayward-style CEOs.#commschat -
@ruthseeley I think both can tweet but different styles needed. Broadly speaking, B2C about engagement, B2B about positioning.#commschat -
…No hard sell – just take a look at the reviews and ratings on Newsstand or the App Store.http://communicatemagazine.co.uk/onmyipad
#commschat -
@ncardwell We might find some soon if not now. Might do a little search. Guys, any case studies available?#commschat -
@egwbeard What better than a bio that shows the ability to connect with people. Go Linkedin.#commschat -
Wishing all my tweets had verbs.
#commschat -
@ncardwell Think there will be a strong case. If you have huge followers on twitter you’ll be more attractive prospect than none#commschat -
@jeremysinger1 true! My point was re: choosing what’s right for their style 🙂#commschat -
@CommsChat CEO’s should tweet about industry issues too to reinforce rep as strong, knowledgeable, finger-on-the-pulse leader.#commschat -
With 5 minutes to go – a quick word from Communicate magazine, tonight’s sponsors, on their iPad edition….
#commschat -
@CommsChat depends how 45 mins is used. could be really valuable. You wouldn’t ask that about 45 mins spent on the shop floor#commschat -
@steve_murg Will be interesting to see if next generation of CEOs move into roles at least partly based on their SM profiles….#commschat -
RT
@ruthseeley: Subset of Q5: is there a difference between a B2B CEO shld tweet vs a B2C CEO? Silly to have duelling corp. accts#commschat -
@steve_murg I look forward to reading the transcript, sounds juicy!#commschat -
@AllthingsIC Agreed! However CEO’s should be able to devise 140 character tweets if they can sign off on million pound budgets!#CommsChat -
@CommsChat I’d expect CEO’s of the future to be SM experts so will have a bigger interest and more influence.#commschat -
@samontheweb I would – most of the time, depending on the company/industry.#commschat -
Subset of Q5: is there a difference between a B2B CEO should tweet vs a B2C CEO? Would be silly to have duelling corp. accts.
#commschat -
@AllthingsIC Evening, you missed all the pope chat. We didn’t get started on any religious debates thankfully#commschat -
#commschat right platform, right message for right audience – 3 in the recipe – conversation works both ways -
Other sectors e.g. finance require more discrete image, with customers seeking reassurance rather than affinity.
#commschat -
@CommsChat For the next few years they need to be included, onboard + supportive. Not necessarily part of it, if not appropriate#commschat -
@AllthingsIC They could be. I’d still ask my question, though. There’s nothing to Twitter that a CEO who gets Facebook can’t do#commschat -
Erm – absence. See – that’s a tweet I should delete to correct a typo. But I won’t.
#commschat -
#commschat also that many brands use twitter as part if their customer service offering -
@binxyLJG maybe depending on their style but also allows staff access to them which can be good for engagement#commschat -
How a CEO tweets can be linked to sector. Some e.g. gambling, mean CEO can tweet same experiences as customers, build affinity.
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@CommsChat Ha – I hadn’t even noticed absent of guest. 😉 And I promised to be quiet and mostly observe this time around – oops.#commschat -
@CommsChat I wondered where he was…poor show! Thank god we’re such a chatty bunch!#commschat -
Topic 5 What role should CEOs take in their company’s social media strategy in the future?
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@andrewgirdwood They could be dire at Twitter but awesome at Facebook – key is to choose what suits their natural comm style#commschat -
.
@steve_murg yes. If the cheekiness is a conceit to get attention for a dry subject (case I am thinking of is public sector)#commschat -
But we are into the last ten minutes. so let’s go for our final topic.
#commschat -
@AndrewGirdwood I ask myself that Q all the time as it relates to politicians – mayors are the CEOs of their cities.#commschat -
@laurafromaura@CommsChat That’s what I meant.#commschat -
@Helenw7@commschat definitely – learning curve,helps focus on the real issues, sometimes hidden or too scared to be told to CEO#commschat -
Our guest hasnt turned up, but I’m loving it tonight – you folks are more than making up for it. You’re all such great value.
#commschat -
Great topic today over
@CommsChat – How much of a role should top-level leadership play in social media?#commschat -
A4) Not one size fits all approach as depends on CEO + nature of the org. Worst idea is to shoehorn them. Channel choice is key
#commschat -
@MontseCano@commschat brands need to be humanised for people to engage with them#commschat -
RT
@AndrewGirdwood: How can you be an effective, modern, forward looking CEO if you cant even handle tweeting?#commschat -
@JeremySinger1 there are plenty of examples of corporate accounts doing that too#commschat -
How can you be an effective, modern, forward looking CEO if you can’t even handle tweeting?
#commschat -
(I’m thinking of cos like
@Vodafone (?) that have 24-hour, ID’d service accounts and are doing a great job at that aspect of SM.)#commschat -
A4) Would encourage personal account for CEO (in case they leave). Should be authentic, reflect their style + orgs values
#commschat -
@laurafromaura@CommsChat I think that show is a great example of the gap often found between CEOs and front line staff#commschat -
@CommsChat they should do what works best for them/org. There’s merit in both, social media doesn’t conform to set rules#commschat -
Let’s say CEO has account but only does some tweets. Corp tweeters can use acct to direct service inquiries to service acct.
#commschat -
@laurafromaura@CommsChat Plus there is the ‘bonding’ nature.#commschat -
@wobable If the brand is ‘cheeky’ and the CEO isn’t comfortable with that is he the right CEO?#commschat -
RT
@binxyLJG: Interested to see CEO tweet from personal a/c from two competitive brands (following role change) –> any examples#commschat -
We’re concentrating on CEOs sending first tweet, how active are they expected tobe in replying?Thinking in terms of time/resource
#commschat -
@CommsChat@wobable I’d be more concerned of turrets….#commschat -
@CommsChat so think that the messages come from the top down, being transparent and open to engagement#commschat -
@mattlawrence@jeremySinger1@commschat Is that why Michael O’Leary isn’t on twitter?#commschat -
.
@CommsChat e.g if brand is “cheeky”, audience expect certain way of talking to boss which boss may not be comfortable with. 2/2#commschat -
@CommsChat they should be encouraged to take part – it’s like ‘undercover boss’ – they learn from the experience#commschat -
Interested to see a CEO tweet from a personal a/c from two competitive brands (following role change) and how conflicted it was
#commschat -
@ncardwell I believe it’s more about profile, image where that value would lie.#commschat -
RT
@JeremySinger1: They should have their own identity on Twitter, yet represent core values & corporate style of their company.#commschat -
@wobable I think I’d start getting quite worried if my CEO started showing signs of schizophrenia. Or even mild sock puppetry!#commschat -
I’m now in
#commschat. Come and join in using the hashtag for the last 20 mins. Full info: http://www.commschat.com#commschat -
@JeremySinger1@CommsChat agree, personal account shld mirror message of corporate.Humanizes cei, but shldn’t create controversy.#commschat -
RT
@jeremysinger1: CEO should have their own identity on Twitter, yet represent the core values & corporate style company.#commschat -
@binxyLJG@SmileArcade Paid to write 140 characters? What would the pay per word be for that!#commschat -
@CommsChat both for full transparency but the 2 must align.#commschat -
RT
@josymcox: CEOs should tweet in support of org initiatives/strategy in their own words. Quality not quantity#commschat -
.
@CommsChat If there are accounts for both CEO and brand, there is also an interesting dynamic when they talk to each other. 1/2#commschat -
Evening all, will read transcript tomorrow but here for the final 20 minutes. Great topic from what I can see so far…
#commschat -
CEOs should tweet in support of org initiatives/strategy in their own words. Quality not quantity
#commschat -
@MontseCano I know, I think I posed a question I don’t have an answer to. One that fascinates/worries me in equal measure!#commschat -
@CommsChat They should have their own identity on Twitter, yet represent the core values & corporate style of their company.#commschat -
Another saying to a senior journalist, ‘So who watches this show anyway, housewives?’ You can’t hit CEOs, you can only cringe.
#commschat -
@ruthseeley Hate it when senior leaders show apathy and lack of interest, you immediately lose other people as they don’t believe#commschat -
@CommsChat I take it from all the references to ‘they’ it’s assumed CEOs don’t pay attention to#commschat? -
@ruthseeley Yep, totally agree.#commschat -
@CommsChat shld do it from both. Company Acct is for company news, personal for own views but w some supervision from comms#commschat -
@ncardwell God SEO rankings is just a tiny bit of the whole thing…#commschat -
I remember new CEO saying sarcastically after end of last-minute telecon, ‘Thanks to all 5 of you who bothered to dial in.’ Eek!
#commschat -
@ruthseeley If that’s the case, then just don’t have them on Twitter. Don’t have to be, use a senior leader who is more natural#commschat -
@ruthseeley@MontseCano I guess youcould argue that in future it’ll be required skill of CEOs-otherwise they’re not right for job#commschat -
@SmileArcade@steve_murg People employ speech writers. Tweet writers just seems wrong#commschat -
@agencyseven Sometimes it’s worth sticking up for minority opinions 🙂#commschat -
@SmileArcade Twitter is too short and immediate to do that#commschat -
@ruthseeley@MontseCano most companies that have CEOs/Execs tweet do so with comms ppl in the room#IMO#commschat -
@SmileArcade Because if I write a speech for the CEO, s/he sees it makes suggestions and amends to their style.#commschat -
Topic 4 Should CEOs tweet from their companies accounts? From their own? Have both? etc
#commschat -
We’ve semi-covered Topic 4 already. But let’s put it out there anyway.
#commschat -
@steve_murg I’d prefer to work w/a CEO who gets comms too, but one isn
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