Subscribe to CIO Magazine »

Want to get 'old' CEOs into social media? Try success stories

Don't go in with some 'five channel approach' to convince them
'Aging lords' are not interested in social media

'Aging lords' are not interested in social media

What do IT and marketing people do if their CEO and other senior managers are stultifying the use of social media? Show them case studies and examples of how other C-level executives are using it to their advantage, say leading social media professionals from Telstra and Facebook.

Kristen Boschma, head of online communications and social media at Telstra, suggested a few strategies for convincing “aging lords” who are not interested in social media.

“What do you do when management is not into social media? A common effort people use in business is to paint the picture of not participating, including some of the risks of not participating, in social media,” Boschma said.

“There is a whole conversation out there you don't have a chance to defend if you’re not on social media. Posting testimonials on social media could be outlandish and you will wear it.”

On the “money making” side, Boschma recommends pointing to case studies where people have seen success on social media, but says tread carefully and “don't scare the horses”.

“Don't go in with some ‘five channel approach’ and try to convince them,” she said.

“Find examples of CEOs and high-profile business people using social media to do good things. It's xyz doing it not just 15-year-olds who love Justin Bieber.”

Of course, many CIOs are active on social media and could be used as good references to convince other senior managers.

The head of Facebook in Australia and New Zealand, Paul Borrud, said social media is now beyond the education and “how and why” phases even though boards still may not be heavy users.

Borrud and Boschma shared their views during a panel discussion on maximising the opportunities given by social media strategies at the CeBit 2011 conference in Sydney last week.

See photos and all the action from the event.

“What is the thing the [social] platform can do that others can't? It’s about sharing best practices, connecting with customers and conversations around what they are trying to solve,” he said.

Borrud said small businesses often get asked what the best thing is for their business and a lot of the time it’s about information sharing, so creating communities is “a great thing for a brand to activate”.

The consensus was to use social media as a unique marketing channel not provided by other means.

Follow Rodney Gedda on Twitter: @rodneygedda

Follow CIO Australia on Twitter: @CIO_Australia

Join the CIO Australia group on LinkedIn. The group is open to CIOs, IT Directors, COOs, CTOs and senior IT managers.

More about: Facebook, Telstra
References show all
Comments are now closed.
Related Coverage
Related Whitepapers
Latest Stories
Community Comments
Tags: boards, cebit, CeBIT 2011, social networking, social media, Facebook, CEOs, Telstra
Latest Blog Posts
  • Modernize Your Business with Oracle ERP Cloud
    If your business has plans that include aggressive growth and aspires to be a best-in-class organization, your IT systems and applications need to be up to the task. Homegrown solutions or outdated software can hamper the execution of your strategic vision. If your IT infrastructure and maintenance costs are affecting your ability to stay competitive, then a cloud-based enterprise resource planning (ERP) suite is well worth exploring. This eBook explores the core components of a cloud-based ERP solution that delivers enterprise-class software without sacrificing functionality or changes to business processes and with no additional cost for infrastructure and complicated integrations.
    Learn more »
  • The Three Essential Steps to Successful Cloud Migration
    Businesses and enterprises have quickly realised the power and efficiency of cloud computing, but migrating to the cloud can be a challenging process. This guide leads you through the three key steps you should take to assess your workload, select the most appropriate cloud model and ensure your cloud provider’s migration methodology stacks up.
    Learn more »
  • Avoiding Common Pitfalls of Evaluating and Implementing DCIM Solutions
    While many who invest in Data Centre Infrastructure Management (DCIM) software benefit greatly, some do not. Research has revealed a number of pitfalls that end users should avoid when evaluating and implementing DCIM solutions. Choosing an inappropriate solution, relying on inadequate processes, and a lack of commitment / ownership / knowledge can each undermine a chosen toolset’s ability to deliver the value it was designed to provide. This paper describes these common pitfalls and provides practical guidance on how to avoid them.
    Learn more »
All whitepapers
rhs_login_lockGet exclusive access to Invitation only events CIO, reports & analysis.
Salary Calculator

Supplied by

View the full Peoplebank ICT Salary & Employment Index

Recent comments