7 Ways To Get The CEO Crazy For Social Media Marketing

I recently spoke and presented to some of my customers to increase their awareness of social media and all things digital and online. The purpose was to raise their understanding and provide them with a vision of social media and its power to 7 Ways To Make The CEO Crazy For Social Media Marketingleverage and spread content and create brand awareness whether that be corporate or personal.

Those of us who work day in and day out in the digital and social media marketing sector sometimes forget that most people still work in very traditional industries and are not fully immersed in the burgeoning swirling world of cyberspace.

To disturb the conservative and safe  paradigms that companies fall into with their marketing, you may need to implement a project ‘disrupt‘..this is part of the journey required to take them from sceptics to believers. You need to open their eyes take them out of the traditional paradigms that they have wrapped themselves in for decades.

Part of this challenge is that to make things really happen in an organisation you need to get the CEO and senior management on board.

It doesn’t matter if you you have the best plans in the world but if you don’t have the management onboard and the CEO, it is going to be hard (try impossible) to get the funds and resources you need to make your social media marketing  a success.

If you have a look at the top brands and how they are using social media whether that be Ford or General Motors or Starbucks you will find that they have CEO’s and senior executives that ‘get it’ and understand the power that social media marketing can provide for a brand.

In a post last year I received a lot of comments on how to convince the CEO to use emerging social media technologies rather than the yellow pages (and other declining mass media).

So here is a bit of crowdsourcing to bring you the best 7 comments and suggestions from the post as to  how to convince the CEO to  enter the 21st century and embrace the new media of the social.

1. This from ‘Ted’

Align your social media discussion with the mission of the organization. Help the CEO answer in his/her mind, how is the strategic and tactical use of social media going to either increase profit, decrease costs and/or increase client satisfaction. Ultimately, a CEO cares about money in their pocket”.

2.From ‘Laurawynn’ who said

“Hit on the struggles faced by those of us transitioning from traditional marketing to social networking and ….bring the decision makers with us!”

3.M. Wallcom’s comment

“One important thing I would add is to be prepared to succingtly answer the question “If we endorse it, what will we achieve in the short and long term?” You may only get one shot – be prepared.”

4. Cortney Rhoads made this suggestion

One idea (to start off slower) is to capitalize on an existing industry niche the company plays in and create a social media strategy for that industry within the larger company. The head of the practice or industry group can blog about issues germane to the company’s core messaging but also start engaging as an industry/service expert, listen to people, start a twitter feed.”

5.Lorraine Antrim had this to say

When you can show that a social media strategy not only can accelerate growth but also bring the CEO’s vision closer to reality, you’re in like flint!”

6. Gerry McCusker made his suggestions via a YouTube Video

At IABC World conf in San Francisco in June 09. As part of a 2.5hr session, I used this clip to illustrate the rise in techs and attitudes of Web2.0 stakeholders – sure helps scare C-suite types”

7. Andrew Davis also took the video response comment route.

How To Convince A CEO That Social Media Marketing Is Vital

Some other resources that are worth checking out are the original post

9 Ways To Convince The CEO To Use Social Media and Enter The 21st Century‘ plus

10 Steps To Get CEO Approval For Online Marketing’

So how are you convincing the CEO to abandon his yellow pages?


  • http://www.prdisasters.com gerry

    Thanks for the mention Jeff; the other thing that helps me ‘convince’ any sceptical C-suite types is to show I approach SocMed from a risk mgmt perspective. And to that end, helping them develop their own policy that show them the downsides have been legislated for before we even start to get creative, really appeals to the risk averse. Best, Gerry

  • http://www.theorganicview.com OrganicGuru

    This is an excellent way, esp with the videos to get the point across of why Social Media is so critical to any business and how everything works. Very well put together explanation! Thank you!

  • http://RemarkableParents.com Vicky Hennegan

    Thank you Jeff for the great post. I have read so many of these types of posts like “How to sell social media to your boss” and they were all very basic and void of any new ideas or practical information.

    Thanks for providing value to this conversation. Now I’m headed off to read the two links associated with this topic above.


  • Steve Drake

    Jeff …  @jeffhurt:twitter  tweeted your blog.  Good stuff!  It led me back to your “original 9.”

    Without realizing in I used your #1 “scare them” tip during a communications audit for a large DC-based association.  About a week before my “final report,” I decided I should “google them & their key words.”  Wow.  They were so not found on Google, it was powerful not just for the CEO but for the entire senior management team.

    I would “tweak” you tip in one big way:  since Google searches are geographically based, have someone in the same city do the Google search.

    Since I’m in St. Louis and my client is in DC, I asked its communications director to Google search the organization’s name and 6-7 key words related to their mission and work.  She did it from home (in northern VA) and work (downtown DC) and got different responses.  But, in each case, the client was no where to be found in its key words.

    My message to them was: if you are not on Page 1 of Google, you don’t exist.

    And, the Google search (especially for their key terms) backed me up.

    Good stuff in your tips!!


  • http://www.theWEBtheory.com/ Hector Mesa

    I like the idea behind the article because the decision usually falls on one person to decide whether to ultimately move forward with a marketing campaign. I like the points you touch on, but I would overemphasize being prepared with rebuttals, as you make more pitches you will be able to anticipate objections and smoothly deliver your message without stuttering and demonstrating confidence.

    I agree that demonstrating VALUE is essential, by showing potential sales, decreases in costs if they are marketing elsewhere with no results and so on. Appreciate the article, I follow your Twitter and it led me here, thanks.