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Twitter Chat: Corporate Leadership in the Age of Social Media - Transcript & Summary

Twitter Chat: Corporate Leadership in the Age of Social Media - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 26th June 2018.

Madalyn Sklar hosted a Twitter Chat with Zen Yinger around the topic of “Corporate Leadership in the Age of Social Media”.

Details of our next Twitter Chat:

Topic: Twitter for Startups
Guest: Mordecai Holtz
Date & Time: Tuesday, 3rd July 2018, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Zen Yinger.

From the CEO Question:

  1. As the CEO, how important has your personal Social Media presence been to the growth of ManageFlitter?

Guest Questions:

  1. How has Social Media impacted the enterprise space over time?
  2. Why do you believe some business leaders are hesitant to join the Social Media age?
  3. How can you encourage resistant business leaders to enter the Social Media age?
  4. How has Social Media been used to affect the reputation of an entire company? Can you provide some real world examples?
  5. How can Fortune 500 CEO’s with a strong online presence impact Social ROI? What are the primary benefits?
  6. Why is it important for business leaders to teach their staff how to leverage Social Media?
  7. Making decisions on behalf of the company is traditionally the CEO’s job. Now it’s important that business leaders empower their staff to make decisions; particularly on Social Media. Why is this the case?
From the CEO Question:

Q for @Ke_Ga: As the CEO, how important has your personal Social Media presence been to the growth of ManageFlitter? #SocialROI pic.twitter.com/mdnQoa98eR
— ManageFlitter (@ManageFlitter) June 26, 2018

CEO Answers

Aa) In the early days of @ManageFlitter credibility was difficult to establish - so my personal Twitter account was one way for prospects/users to gain a sense of the person/people behind the product. #SocialROI https://t.co/oAFGS4H4AL
— Kevin Garber (@Ke_Ga) June 26, 2018

Ab) Even today, @ManageFlitter prospects and users do find me on Twitter. I like the fact that there is an open & active channel through to myself, @katefrappell & other team members on Twitter. I personally dislike “faceless” companies. #SocialROI https://t.co/oAFGS4H4AL
— Kevin Garber (@Ke_Ga) June 26, 2018

Ac) One of the many benefits of Social Media is disintermediating the relationship between customers and team in a company. #SociaROI https://t.co/oAFGS4H4AL
— Kevin Garber (@Ke_Ga) June 26, 2018

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Guest Questions:

Q1: How has Social Media impacted the enterprise space over time? #SocialROI pic.twitter.com/AhvxtrYh0r
— ManageFlitter (@ManageFlitter) June 26, 2018

Guest Answers

A1 #Socialmedia is a mindset and currently a universal means of communication, just like the telephone and email. It’s not just about learning to adapt to a new technology but social represents a cultural shift. #SocialROI
— Zen Yinger (@ZenYinger) June 26, 2018

A1 Shunning #socialmedia in 2018, is like insisting on communicating via surface mail while everyone else has transitioned to email. #SocialROI
— Zen Yinger (@ZenYinger) June 26, 2018

A1. 65% of American adults use #socialmedia networks, which means most of your #customers are on social media. If you’re not engaging with your prospects and defining yourself on social, you’re handing over your competitive edge to your #competitors. #SocialROI
— Zen Yinger (@ZenYinger) June 26, 2018

A1. Through social cos. can reach their target demographics anywhere at anytime. If they're consistent, share relevant, high value content, engage in real time w/custs, stake holders, influencers, emp/s & fans, they can forge strong rel/s & become industry leaders. #SocialROI
— Zen Yinger (@ZenYinger) June 26, 2018

A1a McKinsey finds cos who have figured out how to effectively apply social technologies across the organization (not just for sales, marketing, custserv and internal comms) will unlock $1.3 trillion in value. #SocialROI
— Zen Yinger (@ZenYinger) June 26, 2018

A1b. So how can #CEO’s and #business #leaders possibly guide #digitaltransformation for their enterprise without understanding #socialmedia or its value at an experiential, personal level? #SocialROI
— Zen Yinger (@ZenYinger) June 26, 2018

Other Answers

A1.

  • Social media enhances your likelihood to gain more businesses and loyal fans

  • Social media enables a new way of doing business and serving your customers.

  • SM is not going to go away. Embrace it. #socialroi https://t.co/dL809Ilq1M
    — Ai Addyson-Zhang, Ph.D Digital Learning Evangelist (@aiaddysonzhang) June 26, 2018

A1: Plain and simple, I believe that social media has opened the lines of communication on a new level. Across the board, communication is key and social has proved to be a viable resource within the enterprise space. #SocialROI
— Maria Marchewka (@_MariaMarchewka) June 26, 2018

A1. It has become integrated with business objectives and culture. Brands are recognizing the need to use social media strategically as well as creatively.

Also, as enterprise businesses recognize the value of social, the demand for enterprise tools rises as well. #SocialROI https://t.co/7KbCwgV1H5

— Karen Freberg, PhD • #SMprof, Consultant + Author (@kfreberg) June 26, 2018

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Q2: Why do you believe some business leaders are hesitant to join the Social Media age? #SocialROI pic.twitter.com/sD9nOw5ItI
— ManageFlitter (@ManageFlitter) June 26, 2018

Guest Answers

A2. Lack of knowledge/understanding of #socialmedia, its business value.
It can seem overwhelming & feels unnecessary to dedicate co. resources to support their presence on social platforms. Also I've found that some lack trust in the support staff’s filter. #SocialROI

— Zen Yinger (@ZenYinger) [June 26, 2018](https://twitter.com/ZenYinger/status/1011722387644174337?ref_src=twsrc^tfw

A2a Largely it is the fear of losing control i.e. control over the public perception of themselves and their brand. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A2b. Also concerns of time constraints, social media security and feeling it is just a fad which won’t be sustainable long term. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A2c. Fatigue of being inundated with customer complaints and facing rogue employees – ah the list goes on! #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A2 Also many top execs don’t make the time to delve in so they’re unaware of latest, sophisticated tools and filters that separate white noise from imp. brand related convos. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A2 #Csuite still don’t realize that they do not have to personally do follow ups. Also, that non-compliant problem posts can easily be filtered out. It’s easy to mute and block trolls and trouble makers. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A3. People do business with people – not brands. Customers are skeptical about brand promotions and ads so when a business leader engages via social it shows they’re interested in connecting with their communities. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

Other Answers

A2.

  • Fear of the unknown....

  • Fear of losing privacy

  • Fear of negative comments ...

  • Fear of the public space

...#socialroi https://t.co/CoHsSA6Dnf

— Ai Addyson-Zhang, Ph.D Digital Learning Evangelist (@aiaddysonzhang) June 26, 2018

A2: Hesitation around change usually happens when someone doesn't understand what the change is about. I think in this case, many business leaders don't truly understand the nuances of social media and/or how it can really work to their benefit if implemented correctly #socialroi https://t.co/ITGzfrALpV

— Power Digital (@PwrDigMarketing) June 26, 2018

A2.I still hear about this in my consulting sessions! There are still people who think:
-Social media is just a fad
-It's easy and just about selfies
-Not able to impact bottom line
All of these perceptions are changing due to having more edu + training in #SocialROI https://t.co/TQFabB8W6v

— Karen Freberg, PhD • #SMprof, Consultant + Author (@kfreberg) June 26, 2018

A2:

  1. Fear of saying the wrong thing.
  2. Still stuck in hieracharchical command chain communication style of thinking.
  3. Not understanding the importance of a SM presence.#SocialROI https://t.co/EDXt0ydTT0

— Kevin Garber (@Ke_Ga) June 26, 2018

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Q3: How can you encourage resistant business leaders to enter the Social Media age? #SocialROI pic.twitter.com/h01CGKl3o7

— ManageFlitter (@ManageFlitter) June 26, 2018

Guest Answers

A3. We live in a testimonial economy so Word of Mouth is the best and fastest way to establish brand trust, which can directly affect the bottom line of a business. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A3b. It’s also a great resource for competitor and customer intel. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A3. #SocialCEO's enhance the reputation of their firms, attract talent and increase sales. Great pc. By @amymcilwain https://t.co/aaL2xMiJcQ #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A3. A quick morning dip in the Twitter stream can reveal real time customer insights without the need for expensive focus groups and diluted corporate speak. Social media gives it to you Raw and Real! #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

Other Answers

A3. Lots of ways! Other examples I share in class + presentations:
-Show them the business impact social media has to offer
-Present examples of how their competitors are winning w/ social media
-Make sure to communicate the impact (rather than shiny tools) of SM#SocialROI https://t.co/dvu2L4FWqz

— Karen Freberg, PhD • #SMprof, Consultant + Author (@kfreberg) June 26, 2018

A3) This can be challenging, especially with leaders who are not tech/computer savvy. In this case I think you need to prove the value of social media, and then offer a resource to help them get started. #SocialROI

— Kate Frappell (@katefrappell) June 26, 2018

A3: Show them examples of companies doing social well, particularly competitors! Get them excited about one platform, whatever they feel most comfortable with.#SocialROI https://t.co/akFcpaVjaa

— Kevin Garber (@Ke_Ga) June 26, 2018

A3. The only way is to educate the client. While top executives no longer think that #socialmedia is a fad, we still hear objections like "You can't measure ROI" or "We are a B2B company, we don't need social media." #SocialROI

— Tanya Wehr (@thewehrhouse) June 26, 2018

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Q4: > Q4: How has Social Media been used to affect the reputation of an entire company? Can you provide some real world examples? #SocialROI pic.twitter.com/7qbD4FbyWQ

— ManageFlitter (@ManageFlitter) June 26, 2018

Guest Answers

A4. Everything we brands, leaders & emp/s do on #socialmedia affects their brand and co. reputation. Studies show consumers are 31% > likely to spend on products & services from biz' that have excellent online reviews and an engaged/positive social presence. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A4. Before engaging via social it’s important to have some ground rules of friendly do’s and don’ts to make sure that the employee speak and leadership speak is in sync with the brand/corporate speak. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A4. Of course each member brings their own authentic persona and voice to define themselves via social in a way that it creates an overall positive brand perception. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A4. An effective Social Employee Advocacy program can greatly affect a company’s reputation. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A4. Word-of-mouth messages from their co-workers and peers are perceived as relevant and trustworthy rather than promotional social media tweets and posts from corporate accounts. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A4a. Starbucks has tens of millions of followers on Facebook and Twitter which portrays how a company can create a stellar, engaged presence and dominate social media. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A4b. Starbucks learned to turn its social fans into revenue generators. In one month, Starbuck’s Tweet-a-Coffee Twitter campaign generated $180K in direct sales. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A4. Tips to build and maintain a good reputation on social media – be authentic, be personal, be consistent, be relevant, be helpful, give without expecting a get, offer value, build trust, become a leader. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A4. Some companies with a strong social media presence use their brand goodwill to recruit talent via social sites which can save the company valuable time, money and resources. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A4. Alternately, as in the case with DiGiorno Pizza, when an employee made an attempt to get the #WhyIStayed hashtag trending, the tweet hinted at domestic abuse and back fired badly. After which DIGiorno had to apologize profusely to win back loyalty and trust. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A4. 10 Brands Doing an Amazing Job on #SocialMedia https://t.co/4pyuFfl6Xc #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A4. After the United damaged the musician, David Caroll’s guitar and refused to pay for it, David wrote a song, United Breaks Guitars an absolute hit with 15 MIL views. Cost of this video for United was $180 MIL its stock falling by 10% weeks following the VID. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

Other Answers

A4. There are many good examples here for how #SM has been used to impact the reputation of brands!

Here are some of my favorites:
-@Cinnabon (awesome engagement!)
-@MoonPie (bringing humor to a popular consumer brand)
-@GM (leader in social customer service)#SocialROI https://t.co/XQI3xb7eaT

— Karen Freberg, PhD • #SMprof, Consultant + Author (@kfreberg) June 26, 2018

A4.

— Ai Addyson-Zhang, Ph.D Digital Learning Evangelist (@aiaddysonzhang) June 26, 2018

A4: During the racial tension in Charlotte, a local employee of a major car dealership 5 hours away made an inappropriate racial slur on their personal Facebook. It went viral and the dealership had to shutdown their SoMe #SocialROI https://t.co/ABmFHjQJ7N

— Jim Fuhs of Fuhsion Marketing #SoMe trainer (@FuhsionMktg) June 26, 2018

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Q5: How can Fortune 500 CEO’s with a strong online presence impact Social ROI? What are the primary benefits? #SocialROI pic.twitter.com/Qv1U8KZeBu

— ManageFlitter (@ManageFlitter) June 26, 2018

Guest Answers

A5. They can connect with large groups of relevant communities in real time. 70% of senior employees say that a socially savvy CEO makes the co. a more attractive place to work... #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A5. cont...since it opens lines of communication between the #CEO and frontline employees that were non-existent before social media. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A5. The greatest motivator for CEOs to get on social media may be as simple as a necessity. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A51. Uber’s CEO, @DaraKhosrowshahi’s social feeds reflect his authenticity and a steady consistent effort to win back brand trust which had eroded from his brand in recent years. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A52.He keeps it real and is unafraid of criticism. Instead he sees it as an opportunity to engage and win back lost customers. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A5a. Mark @Benihoff of @SalesForce is fearless and powerful in his social engagements especially via Twitter. He is unafraid to comment on socio-political issues which move him at a personal level. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A5b. What’s more he is always authentic and humble. His employees are engaged with him and respect him for leading by example. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A5c. Apple’s @Tim_Cook has the most Twitter followers – surpassing Warren Buffett. As we all know he has had large shoes to fill and instead of trying to be the next Steve Jobs, he has chosen to be the first Tim Cook. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A5d. Kudos to @tim_cook ! This has won the respect of his employees, stake holders and customers who love his open, honest communication style and he has won the hearts of his communities and brand loyalists. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A5. Why Social Media is a Leadership Must -- https://t.co/PX94DzI7AC #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

Other Answers

A5.

  • Social Media breaks down the walls & power-distance between leaders and everyday people.

  • It adds a human element to what you do

  • Nothing can beat that human connect #socialroi

— Ai Addyson-Zhang, Ph.D Digital Learning Evangelist (@aiaddysonzhang) June 26, 2018

A5. We have seen a rise in the Social CEO (@WeberShandwick does some good research + practice in this area), and I think having a strong company culture with social media starts at the top.

Look at CEO's w/ a strong #SM presence like @richardbranson as an example#SocialROI https://t.co/iif3r2NgvC

— Karen Freberg, PhD • #SMprof, Consultant + Author (@kfreberg) June 26, 2018

There are lots of smart CEOs. A great CEO that has a great Social Media presence can consolidate a brand’s position.

Mark Zuckerberg regularly posts on FB and it is super interesting.

and of course @jack on Twitter. #SocialROI https://t.co/0BV03qdYxv

— Kevin Garber (@Ke_Ga) June 26, 2018

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Q6: Why is it important for business leaders to teach their staff how to leverage Social Media? #SocialROI pic.twitter.com/843qIHOnAB

— ManageFlitter (@ManageFlitter) June 26, 2018

Guest Answers

A6. Business leaders must invest in training their management teams to learn how to manage, interact with customers and build loyalty with social media sites. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A6.They must proactively invest, monitor and participate in the meaningful online convos. Larger cos. set up social media listening channels to acknowledge and fix complaints, and engage with their customers. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A6. If they have time constraints they can initially seek the support of their PR savvy staff with a great filter or hire a consultant to guide and help them establish their social executive presence. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A6. Business leaders must lead by example, means begin to participate consistently on a couple of social media platforms of choice. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A6. Corporate teams must learn to monitor social sites for negative reviews and comments so that they preemptively nip it in the bud and respond, before it damages the company reputation and negatively impacts brand perception. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A6. Educating employees about the professional danger of posting potentially damaging info on their own social media a/c’s, as well as on the co. sites is important. Inflammatory comments about customers, clients or competitors must be forbidden. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

Other Answers

A6.

  • Your company is only as good as your team

-There is no shortage of company crises due to things that employees post online

— Ai Addyson-Zhang, Ph.D Digital Learning Evangelist (@aiaddysonzhang) June 26, 2018

A6
I think this goes two-ways.
Social Media is tightly linked to business strategy, so the learning & leveraging im#SMM for brand building and audience outreach is a continuous practice put in action. #socialROI https://t.co/yn7q8rYABi

— Zala Bricelj (@ZalkaB) June 26, 2018

A6. This is something that I emphasized strongly in my book:

Social media is for EVERYONE in the company! Your employees, CEO, PR, etc - everyone has a role with social media and needs to be trained. Education and training is essential! #SocialROI https://t.co/579wgfAChK

— Karen Freberg, PhD • #SMprof, Consultant + Author (@kfreberg) June 26, 2018

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Q7: Making decisions on behalf of the company is traditionally the CEO’s job. Now it’s important that business leaders empower their staff to make decisions; particularly on Social Media. Why is this the case? #SocialROI pic.twitter.com/jckvb9rfMH

— ManageFlitter (@ManageFlitter) June 26, 2018

Guest Answers

Ultimately, the Mayo Clinic 12 word #socialmedia policy is my fav of all – #SocialROI pic.twitter.com/Op1abDbZlV

— Zen Yinger (@ZenYinger) June 26, 2018

A7. Corporate Leaders need to provide clear messaging and provide context so staff is comfortable to own the communication process. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

A7. People need to know when they are meeting expectations and when they are not. Folks won't maintain accountability if they don't understand the consequences of failure. #SocialROI

— Zen Yinger (@ZenYinger) June 26, 2018

Other Answers

A7. We are seeing employees being shown as a rising trustworthy source of information above CEOs (look at the @EdelmanPR Trust Barometer research for this!). Everyone needs to have a seat at the digital table for businesses today in social media. #SocialROI https://t.co/vA7BqY2uLO

— Karen Freberg, PhD • #SMprof, Consultant + Author (@kfreberg) June 26, 2018

A7

  • As a college prof, i can say that i learn as much from my students as they can learn from me.

  • i love the feedback they share w/ me via SM

  • Empower your people to share their feedback

  • Embrace a new business model #socialroi https://t.co/1BDRZujFnl

— Ai Addyson-Zhang, Ph.D Digital Learning Evangelist (@aiaddysonzhang) June 26, 2018

A7
No one works in a vaacum.

If situations arise needing immediate attention, work together to deal with it.
Otherwise examples, real-life learnings & having a plan, strategy and contingency plan = key.

When everyone know the Dos & Donts it's easier to navigate#SocialROI https://t.co/nApkSfDrPr

— Zala Bricelj (@ZalkaB) June 26, 2018

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 3rd July 2018 2018, 5.00pm EST.

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