6 Questions To Ask The CEO When He Says Social Media Won't Work For His Company

Right on the money here Jeff – and David Meerman Scott’s book is outstanding.

I get a sense that social media/networking is seen by many CEOs as an unwelcome distraction from doing “real work”, and the most misunderstood element of marketing today. Often confused with what folks see their “kids” doing messing about on facebook. Hey I wish I had facebook to “mess around on” when I was a kid – I’m sure I’d have a huge network of friends to work with in business now – RIGHT?

[...] overbevise sjefen og/eller andre beslutningstakere om at sosiale medier er noe de bør ta seriøst. Jeff Bullas har laget en liste over spørsmål du bør stille til disse skeptikerene, og som mest sannsynlig [...]

Percentages seem way off from those in recent studies by TMP/comScore and Borrell.

Also curious about the methodology of the cited study.

[...] made time and time again by David Meerman Scott, and quite recently in a blog post by Jeff Bulla, 6 Questions To Ask The CEO When He Says Social Media Won’t Work For His Company. Corporate honchos use the web and social media when they’re buying or researching a [...]

Good thoughts, Jeff. There is a bridge of logic yet to cross. Likewise, I find it interesting that executives who value relationships at country clubs, and who spend big money to entertain clients in stadium suites don’t make the connection with online social media. Maybe PR people need to do a better job of explaining the “big party” idea. jrb

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[...] really fascinating thing about this is that the business owner or CEO could even put up a blog on WordPress very easily for less than $30 with features such [...]

[...] 6 Questions To Ask The CEO When He Says Social Media Won’t Work For His Company [...]

[...] marketing efforts?  Here’s a quick questionnaire to answer to find out (from an older, but terrific Jeff Bullas post): In the last few months have you either professionally or [...]

Those are the kind of guys who end up hiring their “nephew” to create their Social Media program.

Jeff,

There is of course the risk factor as a selling point.

Businesses employees are using social networking already. They will be associating themselves with their employer (especially on LinkedIn). In the abscence of proactive action, this group becomes the default social marketing team for the business.

Does the CEO;

a) realise that this is going to happen anyway, despite their own views and
b) know how powerful the second level references on social networking sites are?

All employees can be encouraged as second level referees or we can allow them to say just what they like about our businesses. They are unlikely to be intentionally negative as would be career limiting, but they will be uncoordinated and random. Not a great image for any business.

Keep up the good work.

Adam Blackie

[...] suis récemment tombée sur un court mais pertinent article de Jeff Bullas. Celui-ci traitait de la réticence des chefs d’entreprise à prendre le [...]

Great post Jeff.

My question is, how do you get a power company with a set customer base to start using social media to get their message out to the community?
Management is worried about losing control of the ‘message’ and tarnishing their image (I don’t understand that). 
They spend 6 to 7 figures to advertise in the local market.
I just keep pecking away.  Hopefully they will listen someday.
Again, thanks for the great post.
TNTAnderson

Hi Tim and thanks for your comment and question.
Maybe one way of looking at it is best explained with a story about one of my clients that like the Power company didn’t believe in social media.
This Finance company (again a conservative image and brand) who wasn’t on Social Media had some customers who were not happy with their service.
These unhappy customers leapt onto Facebook and Blogs and Twitter complaining and if you did a search on Google for the company the negative posts and comments appeared at the top of the searches (Page one of Google) creating a lot of bad PR.
If the company had already been proactive on social media and built up their online assets then it would have been harder for the Negative PR to appear on the first page of Google.
So maybe the approach is a defensive one so that if negative PR breaks then they already have the platforms and the online assets that would minimize any PR damage and keep the negative comments off the first page of Google.
Anyway I hope that helps.

[...] made time and time again by David Meerman Scott, and quite recently in a blog post by Jeff Bulla, 6 Questions To Ask The CEO When He Says Social Media Won’t Work For His Company. Corporate honchos use the web and social media when they’re buying or researching a [...]

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spot on, once again. We have been discussing the same points on a recent trip to different countries teaching people the mindset of social media. With companies, it is amazing still when they ask what the ROI is of using social media when they really have no idea what the ROI is of nearly everything they are currently spending their advertising budget on. Great post!

Hi Jeff,

Although I peruse your tweets & site often, I had
missed this particular post. It provides the exact approach I feel could be
effective with a long time client (8+ years) who although open-minded in other
areas Marketing – has been absolutely intransient in his resistance to Social
Media integration. Thank You!

Hi Jeff,

Although I peruse your tweets & site often, I had
missed this particular post. It provides the exact approach I feel could be
effective with a long time client (8+ years) who although open-minded in other
areas Marketing – has been absolutely intransient in his resistance to Social
Media integration. Thank You!

great and informative article jeff. thumbs up

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