The document discusses the importance of leadership engagement on social media. It notes that social media has had a huge impact and influenced revolutions. Leaders must understand various social media platforms like Twitter, blogs, LinkedIn and craft a personal engagement policy that is reasonable and avoids saying anything damaging. While social media requires a significant time investment, it allows leaders to reach audiences not accessible through other channels. The future of social media is uncertain but it is important for leaders to selectively engage with an authentic message.

1. THE SOCIAL MEDIA CHALLENGEWhy Leaders Must Engage with Social MediaWomen and Power: Leadership in a New World John F. Kennedy School of Government, Harvard University

2. People All Over the WorldUse Social Media To CommunicateLeaders Must Engage With Them There

3. TODAY’S AGENDAThe Impact of Social MediaBroad Outlines of Global Social MediaWhat Does Leadership Engagement Mean?Rules of EngagementFormulating a Personal Engagement PlanWhither Social Media?

4. The Impact of Social Media Is All Around Us

5. THE ORGANIZATION BEHIND A REVOLUTIONhttp://www.thedailybeast.com/blogs-and-stories/2011-01-22/we-are-all-khaled-said-will-the-revolution-come-to-egypt/

6. THE PEOPLE BEHIND A REVOLUTION"Usually I use Twitter for really personal things, so I just share moments from my work or moments from my love life or I talk about my cats or my family. And it engages lots of different people, so when these people are following you and suddenly you are talking about a torture case, some of them might not usually be exposed to such cases. But because they are following me and there is an ongoing conversation between us, they would suddenly be engaged in this, as well." http://adage.com/article/bob-garfield/egyptian-activists-understood-key-social-media/148988/

7. THE PEOPLE BEHIND THEM

8. A FAMOUS GAFFEhttp://www.huffingtonpost.com/2010/06/01/bp-ceo-tony-hayward-video_n_595906.html

9. A BLOGGER BECOMES A NEWS FORCE

10. A NEWS FORCE RECOGNIZES CONTRIBUTORS http://www.cnn.com/SPECIALS/cnn.heroes/ Since 2008

11. AND CO-CREATORShttp://ireport.cnn.com/

12. WE HAVE THE BEEFhttp://www.huffingtonpost.com/2011/01/28/taco-bell-beef-meat-lawsuit-ads_n_815303.html

13. SO DO THEIR FANS

14. THEY DEFINITELY HAVE THE BEEF!CEO Thanks Fans for “Loyalty, Support”10 Million Free Tacos Feb. 8 Offered to Their 5.4 million Facebook fansAdded 100,000 fans by next daywww.clickz.com5.8 Million fans March 1

15. A Global Perspective On Social Networks

16. CWhy These? Hard Work

17. People Love Them

18. Something People WantCase 1http://www.blogherald.com

19. Case 2

20. from “My Mom’s On Facebook?” and NY Timeshttp://bits.blogs.nytimes.com/2010/12/21/e-mails-big-demographic-split/http://www.flowtown.com/blog

21. THE BIG 3 IN US175 M +500 M +90 M +User Numbers Taken From Their Websites

22. Leadership EngagementReasonable Comfort Level With Social Media

24. EMAILPROSConcise, Timely ContentLink to More In-depthHelps Build RelationshipsImages, VideoMany Attempts to Prevent SpamCONSCan’t Recall Message Once It’s OutAll Our Inboxes ClutteredDelete Without ReadingHow Often To Mail?To Whom?Everyone? Target Groups?

25. BLOGSPROSContent ControllableEdit, RemoveOthers May Have Already Spread itWide Variety of ContentRequires Active MonitoringResponse Must Be MeasuredAuthentic VoiceEspecially Top ExecutivesCONS‘Content Hog’Repurpose Other ContentHas To Be ActiveAttempts To Mislead Will Be Found and Called Out

26. TWITTERPROS140 CharactersImmediateBuild FollowingBuild Lists (Groups of Followers)Encourage Spread of Important ContentCONS140 CharactersCan’t RecallSpreads VirallyFaster To Do Damage Than to Build Positive Image

27. COMMUNITY (PRIVATE, BRANDED)PROSMultiple Types of ConversationIndividual Blogs, Comments, Discussion Groups, Chat, EventsControllableRequires Active MonitoringControl Not Heavy HandedGreat To Hear What People Are Thinking/DoingCONSFew Free PlatformsSomewhat Complex To Set UpMore Work Than ExpectedWeb Littered With Dead, Dying Communities

28. LinkedInPROSGathering Place for ProfessionalsProfiles#1 For HiringDiscussion GroupsInteract, Give AdviceCONSWhat’s Not To Like?Can Suck Up a Lot of Time

29. THE POINT(s)There Are Many Social PlatformsAll Have Plusses and MinusesCan Add Up to A Lot of TimeCan Reach PeopleWho Aren’t Reachable In Other ChannelsWith an Authentic MessageLeaders MustUnderstandSelectively Engage

30. PlateauedIncreasedhttp://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_youTHE OPTIONS

31. What Are the Rules of Engagement?

32. THE RULES OF ENGAGEMENTDon’t Say Something Stupid; It Will Be Spread.What You Say Has Consequences & Long Life.Get The Facts Out There.It Takes Some Time/Learning To Get This Right.Engage, Engage, Engage!

33. DON’T SAY ANYTHING YOU DON’T WANT SPREADhttp://www.thesun.co.uk/sol/homepage/news/3436757/Film-of-John-Gallianos-racist-rant-in-bar.htmlhttp://www.adweek.com/aw/content_display/news/digital/e3icf8d08a96661a7cabb42600d5209ea75

34. WHAT YOU SAY HAS CONSEQUENCES, LONG LIFE

35. GET IT OUT THEREThe ceiling border in the little patient room could use some updating, don't you think?http://www.themarthablog.com/2011/01/my-emergency-room-experience.html

36. IT TAKES TIME TO GET IT RIGHT

37. GETTING IT—OVER TIME

38. ENGAGE!

39. ENGAGE!

40. ENGAGE

41. What Kind of Participant Do You Want To Be?Have Your Own Engagement Policy What Do You Want to Say? Where? To Whom?

42. PERSONAL POLICY > BUSINESS POLICYhttp://blogs.cisco.com/news/cisco_social_media_guidelines_policies_and_faq/

43. PERSONAL POLICY > PUBLIC COMMUNITY POLICY

44. ?? THE FUTURE OF SOCIAL MEDIA ??http://www.vincos.it/world-map-of-social-networks/

45. THANK YOU!http://www.slideshare.net/mlr/roi-from-social-media-marketinghttp://diy-marketing.blogspot.com/Roberts.MaryLou001@gmail.com