Today, it isn’t enough for the social executive to send in the plays from the sidelines – although providing direction and mission/vision/values to the organization is essential. The social executive needs to be a player as well. So, the analogy of player-coach comes into view. True social executives are players. They lead by example. They are active in social media from tweeting, to blogging to LinkedIn, and more – based on their particular interests and comfort zone. These social leaders are the managers of the future. Their use of social media tools is visible to their social employees, customers and prospects, as they build a culture of engaged, dedicated social employees.
17. 21%
32% 31% 32%
24%
30%
27%26%
30%
17%
27%
31%
23%22%
25%
15%
21% 21%
25%
23%
21%
12%
13%
19%
14%
16%
COMPANY'S CEO COMPANY'S EMPLOYEE ACTIVISTCONSUMER ACADEMIC MEDIASPOKESPERSON
37%
34%
36%
Q197-201(Global Summary). We would now like you to think about different types of information you may read, see or hear about a company. For each topic,
please
18 select which person you trust MOST to provide you with credible and honest information about a company. General Publics, 27-country global total.
ACOMPANYEMPLOYEEISTHEMOSTTRUSTEDSPOKESPERSONTOPROVIDECREDIBLE
ANDHONESTINFORMATION
MOSTTRUSTEDINFLUENCERTOCOMMUNICATEEACHTOPIC- INFLUENCERMESSAGEMAPPING
INTEGRITY PURPOSE OPERATIONSPRODUCTS &
SERVICES
ENGAGEMENT TOTALS
17
50%