Social Media for CEOs
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Social Media for CEOs

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Should CEOs blog? and Tweet?...

Should CEOs blog? and Tweet?

You will learn why the answer is yes and see examples of social media for learning, communicating and possibly changing our organizations in major ways. We are truly experiencing a social media revolution (Eric Qualman)

This preso is my latest on Social Media & the Role of the Chief Executive given to the CPA-SEA meeting of State Society CEOs and the AICPA at the mid-winter meeting 2012.

Full of links and resources, including the five steps to get started now, reading list, and videos to inspire you and provoke you to action!

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  • in the Matrix? Remember the final scene where Neo answers the phone and flies off into the future?In know you out there. I can feel you know. You’re afraid. You’re afraid of us. You’re afraid of change.I don’t know the future. I didn’t come here to tell you how this is going to end. I came here to tell you how it’s going to begin. I am going to hang up this phone and then I am going to show these people what you don’t want them to see. I am going to show them a world without you. A world without rules and controls, without borders or boundaries. A world where anything is possible. Where we go from there is a choice I leave to you.
  • The most important trend in the world
  • This is the real issue – getting a grip on social media.
  • Red Herringmagazine had a feature article around 2002 in the early stages of the internet titled, Associations: Road-kill on the information superhighway. That article scared me as it foretold the disintermediation of associations.In 2009, Clay Shirky (author of Here Comes Everybody) spoke at the Digital Now Conference in Orlando, FL where he spoke about how there are no barriers to forming “associations” with all of the social media tools. There is a grate example of that with the Thriveal networks of CPAs started by Jason Blumer in SC.
  • Jody Padar made it to the Accounting Today Top 100 list in a very short time propelled by her ability to get heard via social media. It used to take decades to make that influential list – she did it in 2-3 years.
  • Example of engagement by the AICPA Leadership Academy in a twitterstream. Young Professionals share insights with each other in real time.
  • MACPA Social Media MAP – we elected to throw our “lines’ into every fishing hole. Notice slideshare stats which is one of the most powerful social media tools you can use for finadability and pull.
  • Engaged - A Social Business connects people to expertise. It enable individuals – whether customers, partners or employees – to form networks to generate new sources of innovation, foster creativity, and establish greater reach and exposure to new business opportunities. It establishes a foundational level of trust across these business networks and, thus, a willingness to openly share information. It empowers these networks with the collaborative, gaming and analytical tools needed for members to engage each other and creatively solve business challenges. Transparent - A Social business strives to remove unnecessary boundaries between experts inside the company and experts in the marketplace. It embraces the tools and leadership models that support capturing knowledge and insight from many sources, allowing it to quickly sense changes in customer mood, employee sentiment or process efficiencies. It utilizes analytics and social connections inside and outside the company to solve business problems and capture new business opportunities. Nimble - A Social Business leverages these social networks to speed up business, gaining realtime insight to make quicker and better decisions. It gets information to customers and partners in new ways -- faster. Supported by ubiquitous access on mobile devices and new ways of connecting and working together in the Cloud and on open platforms, a Social Business turns time and location from constraints into advantages. Business is free to occur when and where it delivers the greatest value, allowing the organization to adapt quickly to the changing marketplace.
  • Create a digital footprint – Create profiles on Facebook, LinkedIn, Google and Twitter. It is almost as important now to reserve firm and individual names as it was to take ownership of your firm’s unique URL back when the web was in its infancy. Start listening – Use Google Reader or Bloglines to read (and listen) to conversations in the blogosphere. Find and follow people on Twitter whom you find interesting. Consider your firm’s niches, CPA professionals, your clients’ industries as well as media. Some good resources are 1) the Top50 Blogs in Accounting by ( blog/2008/08/the-numbers-top-50-accounting-blogs/); 2) Blog search; and 3) Twitter search Make friends – “Power friending” is a term used by social media users when one finds a person of interest and explores his or her connections and networks to find even more thought leaders. This process includes leaving comments on blogs, “retweeting” links and comments and referencing content (and links) when you post to any of your chosen social network platforms (e.g., Twitter, Facebook, LinkedIn). Create and share – Start a blog and share articles, links, and other items of note. It’s important to offer perspective as well as invite conversation (comments and questions). Recognize & reciprocate – One of the most important concepts in social media is to promote yourself (or your firm) by promoting others first. Make sure you are attributing any content or references to the appropriate authors or sources. This is an ethical “must” and powerful way to build an online network. When you make references, it draws others to the source along with you you. Before long you will have a diverse and helpful network if you follow this plan.


  • 1. Social Media & the Role of the Chief Executive CPA-SEA Mid-winter Meeting Tucson, AZ Tom Hood, CPA.CITP CEO Maryland Association of CPAs Business Learning Institute
  • 2. Why CEOs should care about Social Media “In-forming is the individual persons analog to open-sourcing, outsourcing, insourcing, supply-chaining, and offshoring. Informing is the ability to build and supply your own personal supply chain—a supply chain of information, knowledge, and entertainment. In- forming is about self-collaboration— becoming your own self-directed and self- empowered researcher, editor, and selector of entertainment. – Thomas Friedman
  • 3. I don’t know the future. I didn’t come here to tellyou how this is going to end. I came here to tell youhow it’s going to begin.I am going to hang up this phone and then I amgoing to show these people what you don’t wantthem to see. I am going to show them a worldwithout you. A world without rules and controls,without borders or boundaries. A world whereanything is possible. Where we go from there is achoice I leave to you.
  • 4. The single most important trend in the world today "It starts with the fact that globalization and the information technology revolution have gone to a whole new level. Thanks to cloud computing, robotics, 3G wireless connectivity, Skype, Facebook, Google, LinkedIn, Twitter, the iPad, and cheap Internet-enabled smartphones, the world has gone from connected to hyper-connected.” - Thomas Friedman NY Times author The World is Flat American Institute of CPAs
  • 5. Social Media Revolution 3.0 by Eric Qualman
  • 6. Social Media & Web 2.0 – Threat or Opportunity Associations: Road Kill on the Information Super Highway“Tools that provide simple ways of creating groups lead to new groups, [...]and not just more groups but more kinds of groups. […] New social tools arealtering this equation by lowering the costs of coordinating group action.” –Clay Shirky – Here Comes Everybody (picture from Digital Now 2009)
  • 7. Example of new group formed with new tools
  • 8. Why CEOs should blog?1. Thought Leadership (Jody Padar example)2. Engagement with more members and shared insights (AICPA Leadership Academy)3. Real Time Focus group4. Communication and connecting your organization (Marriott Story & MACPA CFO Conference)5. MACPA uses of social media6. The Power of Blogging7. Case Studies (Connecting to Thought Leaders, Connecting to Members – Books, MACPA Beach Retreat & NE CPE Conference)8. Top Ten (Social) Learning Technologies9. Risk Management10. It is bigger than you think - Social Organizations11. Getting Started12. If you Need Help & Resources
  • 9. Success in a Connected World
  • 10. Thought Leadership
  • 11. Social Media Engages & Shares Insights The twitter stream from AICPA Leadership Academy 35
  • 12. Real Time Focus GroupExample of using Twitter to get immediate real time feedback for this preso
  • 13. The Marriott Story“Bill’s blog makes me feelconnected to the organizationin a way I had not felt before. Ifeel more informed and closerto the organization than everbefore.” – from a MarriottFinance Team member duringan MACPA Professional Issuesupdate at their HQ inBethesda, MD ]. What if you could keep your organization informed and inspired by your thoughts?
  • 14. MACPA’s Social Media Map82,027 views 1,251 connections 450 connections80,568 views 3,570 followers 450 members Top Accounting Blogs – 2009, 2010, 2011 Top 50 Business Blogs - 2011 34
  • 15. Seth Godin and Tom Peters on blogging
  • 16. Social Media connects us to thought leaders
  • 17. Three authorsReTweeted thisblog post whichmentioned theirbooks…
  • 18. Case Study – MACPA Beach RetreatThe next three slidesshow the way you canuse social media toengage a broaderaudience and create aresource forparticipants.1. Post preso on www.slideshare.net2. Embed it and other resources and links in your blog post3. Tweet it out and use the @name of people mentioned4. Let the conversation continue!
  • 19. Follow the links How social media can be used for leadership & learning• Live session at MACPA Beach Retreat• Video interview w/ Emmanuel Gobillot, author of Leadershift• Post preso on• Blog post about Beach Retreat session on• Blog sends out tweet mentions example from class twitter handles• Tom Peters responds• Emmanuel Gobillot responds on Twitter• And on w/ comment• And involved Joe Boutte• And featured by Dr. Steve Hornik (UCF – Accounting)
  • 20. The post was even featured in an accountingeducator’s “daily” distributed to his followers. Featured our blog post
  • 21. Social Media to engage & connect at the NE CPE conferenceAnother example of usingsocial media to engage abroader audience. In this caseI used twitter to get feedbackfrom CPAs about the use ofsocial media in learning.It also informed CPAs aboutthe NE CPE Conference sothey “heard” that we wereworking hard to improve thelearning for them.The followed up with a blogpost about the event and gotmore engagement withcomments from the group.
  • 22. Twitter during the event, slideshare & blog post-event
  • 23. Should CEOs blog themselves?The best advice is to blog yourself – find your authentic voice so you are part of the conversation
  • 24. Top Ten Learning Technologies 1. Twitter – micro-updating tool 2. YouTube – video hosting and sharing tool 3. GoogleDocs – online collaboration tool 4. Delicious – social bookmarking tool 5. Slideshare – presentation hosting and sharing tool 6. Skype – instant messaging and VoIP call tool 7. Google Reader – RSS feed reader 8. Wordpress – blogging tool 9. Facebook – social networking site10. Moodle – course management system Social Learning is quickly emerging as a major use of social media and a way to engage deeper with our members and participants. Source:
  • 25. Risk Management Don’t let this happen to youThis is the biggest fear ofsocial media. You canmitigate this fear withtraining and a good policy.MACPA’s social media policyincorporates the Code ofEthics of the CPA Professionand our State Board ofAccountancy into the best ofbreed policy from IBM. Onthe next slide.
  • 26.
  • 27. It’s Bigger Than You Think – Social OrganizationsFrom: To:Hierarchy NetworkCommand & Control Connect & CollaborateExperience Curve Collaboration CurveLecturer FacilitatorPush Pull
  • 28. Where to from here? “I don’t think it’s crazy to ask if your CEO is the next Mubarak” - Gary Hamel
  • 29. Are you a social business?“A Social Business isn’t just acompany that has a Facebook pageand a Twitter account. A SocialBusiness is one that embraces andcultivates a spirit of collaborationand community throughout itsorganization—both internally andexternally.”
  • 30. From Push to PullEngaged – Transparent - Nimble
  • 31. Five Ways to Get started…1. Create your digital footprint (Linked-In, Facebook, Google +, Twitter)2. Start listening (use google reader and twitter to start listening)3. Make friends (build your network and follow on twitter)4. Create & Share (join the conversation by commenting, Retweeting, and start a blog)5. Recognize & Reciprocate (always recognize and attribute other’s work)
  • 32. If you need help Let Bill Sheridan, National Thought Leader and architect of MACPA’s award- winning social media strategy, be your trusted guide to help you jump start your social media expertise. In seven tele-coaching session, Bill will guide you through creating a social strategy and hands-on coaching to get you up and running fast! BLI program: Social Media Strategy & Quick Start: Developing and Implementing a Social Media Strategy for CPA Firms & Organizations
  • 33. Start Today! “On the field of the Self stand a knight and a dragon. You are the knight and Resistance is the dragon” – Steven Pressfield Do the Work
  • 34. More ResourcesCPA Success posts about social media learning guide – 15 min a day Social Media Help You Learn? Social Media Work for You Media for Learning Media for CPAs and CEOs – interviews & stories to Leverage Social Media – Journal of Accountancy
  • 35. Recommended Reading • The Corporate Blogging Book by Debbie Weil • Crush-It by Gary Vaynerchuk • The Whuffie Factor by Tara Hunt • Here Comes Everybody by Clay Shirky • Social Media Strategies for Professionals and Their Firms by Michelle Golden • Switch: How to Change When Change is Hard – Chip & Dan Heath • Escaping Velocity by Geoffrey Moore
  • 36. Follow me on:Tom Hood, CPA.CITPCEO  Twitter: Association of CPAs  LinkedIn: Learning Institute(443) 632-2301  Facebook: Plaxo: http://tomhood.myplaxo.comWeb http://www.macpa.orgBlog Slideshare: Youtube: Second Life avatar name: Rocky Maddaloni