eMarketer did a piece on the Social CEO and pointed to research done by Weber Shandwick. Granted, the questions themselves may have skewed the answers to help CEO’s identify ‘social channels’ use in a comparison between 2010 and 2012 but even the most forgiving sort has to double-take on 3 of the first 4 areas listed as ‘social’ plays.
The CEO’s biography on a website is social? The company’s homepage or ‘About Us’ page is social? The company’s ‘Career page’ is social?
If CEO’s of these big companies are being allowed to think that any of the above mentioned areas are ‘social’ than they may be surrounded by people who are afraid to tell them the truth. Nothing like a good group of ‘yes men’ to help a CEO make believe he or she is social. Also, nothing like a good group of yes men to make a CEO look foolish either.
So with only 18% being on social networks, there appears to be a lot of room for growth. Maybe the first step is telling your CEO that having a biography page on your website isn’t being social, that’s just being courteous.