Before sitting down and writing this, I thought I would Google “CEO” and find out what is the definition of a CEO.
Wikpedia states, a CEO is
“charged with maximizing the value of the entity, which may include maximizing the share price, market share, revenues, or another element”.
If we look at research from January of this year it shows that the internet has now penetrated 50% of the world’s population and while growth has slowed this is probably more likely that the infrastructure in some countries isn’t able to support the internet rather than 50% of the people not wanting to be “on-the-line”.
Here at DLA we assumed that social media growth had probably flatlined.
In fact, use of social media has grown by 21%.
Let’s put that into perspective, if we had grown our revenues or profit by 21%, that would be a pretty big deal.
So let’s look at the situation in Europe where DLA is based.
76% of the population is on the internet and 49% of the European population are on social media.
Let’s now base line what we mean by social media.
Social Media is not advertising.
It amazes me that when I hear people talk about social media, the first thing they talk about is PPC (Pay Per Click) or Facebook Ads, the problem is nobody looks at ads anymore. In fact with ad blockers and various other technologies, we are fast moving to an ad-free world.
As few as 6% of UK browsers say they regularly click on online ads to investigate a product further, according to recent research by Toluna. OK, so we are not quite ad-free, but we are fast moving in that direction.
So, if organisations can no longer advertise, what are you going to do?
At DLA, our recommendation is to go to where your customers are and that is on social media.
But the old habits die hard. Which means we are back to advertising.
Since the 1950s, brands have spoken to their customers. The days of “Mad men” in the 1960s where if you wanted to sell a product you just got an agency and got them to shout very loudly at the market. Just think, if somebody stood in front of you at a cocktail party and said “buy my product” you would soon make your excuses and leave.
What you want is a conversation. And that is what customers want with their favourite brands, B2B and B2C, is a conversation.
And who is the best person to lead a conversation of the organisation? The CEO.
Now here is the mistake people often make:
We come across a number of CEO’s that “want to look good online”… this is fine but it isn’t the end game. Your CEO’s social presence needs to be part of your marketing plan.
Let me replay that. Your CEO’s, as are your employee’s, social profiles are central to your marketing strategy. Note I haven’t said social is an adjunct to your marketing plan, but should be integrated and not siloed.
In fact, everybody needs to be involved in social from the top down, no exceptions. I realise that’s maybe a challenge, but isn’t that what we are employed to fix? The big challenges.
PS: If you need help, give us a call.
We are a Social Media Agency. We do three things: Social Media Strategy, Social Selling and Social Media Management. Drop us an email and let’s talk about how we can make an impact on your organisation.