Corporations and their management teams can lead and their respective market segments, but they can also lead in other areas such as industry trade groups and engaging in conversation with their customers and peers. For a long time, I have believed that the leadership team of an organization should engage in social media and Actively Participate in industry conferences in order to help set the agenda, lead the conversation regarding their industries, and help set best practices.
Companies and their leadership teams must go beyond social media and join the speaking/roundtable circuit. They will help define the very markets, shape regulation and best practice, build the company’s reputation, and highlight their strategic thinking. It is not easy to go down the path of active engagement in social media and/or speaking due to the time commitment involved. Certainly, this is compounded when most corporate social media is focused on the purposes of marketing the company’s products or services to a particular audience with the intention to move consumers along the purchase continuum. While a corporate approach (the corporation itself and not the products/services) to social media marketing is targeted to an audience, it is not typically the same audience that purchases the company’s products and services.
By engaging in conversation around industry norms and best practices, management can demonstrate high levels of leadership that enhance the company’s reputation while building individual members of the management teams personal brands. Not only does a company benefit in building its reputation and brand through peer and industry recognition, the individuals involved in the process benefit through the increased industry exposure.
It takes time and effort to engage in this level of social media and personal speaking activity. It builds the corporate brand and demonstrates industry leadership within a given market. It can act as a recruitment vehicle, tell the corporate story through the eyes of an individual, and humanize the entity. The benefits far outweigh the cost and time it takes to create, develop, and maintain a social media presence and engage in industry trade activity.