1. 6 damaging myths about
#socialmedia for leaders
& the truths behind them
2. Boston Consulting says social media will be worth
$4.2 trillion by 2016, a Capgemini-MIT Sloan study
shows digitally mature businesses are 26% more
profitable than less mature peers & the Sensis Social
Media Report says of searches done
nearly 70% convert to a sale…
And YET …
3. … executives are
missing in action.
4. Only 30 percent of CEOs are social
but mostly because they’ve signed up to LinkedIn
(& not necessarily using it) -
5. Why with all this evidence of value, is there still
6. I believe executives are anchored to
about social media that hold them back.
7. The eruption of social media seemed so fast and was so
visibly associated with teen geekery that an
inaccurate but influential narrative has taken hold.
8. Here are some truths.
9. Myth #1:
Social Media is a Fad
10. The professional business network
LinkedIn was founded in 2002 and
now has 260 million users from
11. When people think of Facebook,
they think of the baby-faced
college kid, Mark Zuckerberg. But
Facebook is over a decade old.
12. As for CEO Mark Zuckerberg…
13. - that ‘kid’ is now a 30-year old
billionaire leading 6000 employees
of a listed company.
14. Even relative newcomer Twitter
has been around since 2006 &
handles 500 million tweets & 1.6
billion search queries every day.
15. I could go on.
16. But I’ve made the
17. Social media is here to stay.
18. Myth #2
Social media is for posting photos
of what you ate at lunch
19. Look at Instagram and it’s no surprise people think
social media is about posting photos of what you ate
20. #yum that looks good
21. We are taking a
22. But I want to put that in
23. Imagine you’ve had a four-hour meeting &break for
lunch, someone delivers a tray of sandwiches and you
turn to a colleague and say
“oh chicken sandwiches.
I love them.”
24. Totally appropriate…
Totally within context …
25. Better still reveals something of you,
the human side, vital for building relationships.
26. But is this what the four-hour
meeting was about?
27. I don’t think so!
28. Photos in social media record a moment in time -
“I was here …
this is what I saw that caught my
49. Social media creates an
expectation that cannot be
delivered under legacy business
structures - immediacy.
50. We expect to find
what we want,
where we are &
ACT on it.
51. We have to connect &
socialise every part of
52. Myth #6 There’s no ROI on
53. There are more social media metrics
than you can poke a stick at.
54. You can build indicators for –
Finance: Has revenue/profit increased or
Brand: Have consumer attitudes about the
Risk: Are we better prepared to respond
to problems that affect reputation?
Digital: Has the company enhanced its
55. However, it’s difficult to
measure what counts the most…
56. …the value of
57. Having said that in
2013 Business Insider said
brands were moving away
from metrics because they
recognized that social media
is not transactional.
58. The focus has shifted to measures
like reach, engagement and sentiment.
59. Truth: ROI is complex to
measure but social and digital
deliver measurable value
60. Six social media
realities for leaders to
reflect on -
61. #1 Social media is
here to stay.
62. #2 Social media captures
63. #3 Social media is for
64. #4 Social media is about
65. #5 Social media is about
connectivity and impacts
the whole of business .
66. #6 ROI is complex to measure
but social and digital deliver
67. If you want to find out more thenplease
sign up to be notified by
WILEY when my new book The
Social Executive –
why executives need social media & how to capitalise in it is
launched globally July 2014.
68. In the meantime you can find
me across the web –
69. That took time to read, so
appreciate your attention.