From the post How CEO's will use social media in the future on Mashable http://mashable.com/2010/08/30/ceo-social-media-future/ Jennifer Van Grove How CEOs Will Use Soial Media in the Future Today’s CEO is not social. So says Forrester Research’s CEO George Colony. Very few of the CEOs at top companies in the U.S. and the rest of the world have any material presence on the popular social media sites. Colony believes they should be social though, and all signs are pointing to a future filed with CEOs who can speak the language of the people — social media. While one can only speculate about the future of CEOs and social media, there’s no question that social media plays a huge part in life and the world as we know it right now. As younger CEOs replace older ones, news consumption habits change and social media continues its trend towards ubiquity, there’s little question that the man (or woman) at the top will need a firm grasp on social media — whether that be for recruiting, scouting, public engagement or social CRM. The Next Generation of CEOs When it comes to CEOs, there’s a vast disparity between the young ones heading up startups and the more seasoned CEOs running the world’s most powerful companies. That disparity is social media — the young are more versed than the old. The difference between the two groups can be attributed to different generations and different attitudes around content and information meant for the public and private domains. No one is predicting that the venerable CEOs will be booted from their lofty perches for lack of a Twitter (Twitter) account. In fact, younger CEOs with a predilection and savvy for social media may find their visibility to either be a contributing factor to their rise or a liability once they graduate to bigger, hence more vulnerable, publicly traded companies. Let’s have a gander at some stats on the status quo. In April, Colony let it be known that most CEOs are not social. In fact, by his own research and calculations, Colony has concluded that, “None of the CEOs of Fortune Magazine’s top 100 global corporations have a social profile.” Social media abstinence even appears to extend to CEOs of tech companies. “Eric Schmidt of Google is an infrequent Twitterer and is not a blogger; Steve Ballmer at Microsoft has no blog and no Twitter account; Michael Dell is on Twitter but is not an external blogger … Steve Jobs of Apple, and Larry Ellison of Oracle have no Twitter, Facebook (Facebook), LinkedIn (LinkedIn), or blog presences that we could find.” His findings paint a bleak present tense. In the coming years, however, there will be a changing of the guard that favors social media over silence. We Live in a Social Media World Let us pause and reflect on the fact online users spend 22.7% of their time on social networking sites. That’s twice as much time as we spend on any other online activity. Consider where people are getting their news today. More and more, it’s not through direct sources like USA Today, The New York Times, or TV broadcasts, but through social networks. Plus, industry is social. In the future, every company, no matter how small or how big, will be influenced and impacted by social media internally or externally. In the entertainment industry, for instance, social media has the potential to significantly bump up live television viewing audiences. Network executives such as Greg Goldman, formerly an executive director at ABC and now CCO at Philo, are nearly certain it’s happening now and will become more obvious with time. Take what you know about the world today and then ask yourself, can a CEO remain relevant if they’re not versed in the new language of the people they serve? SCVNGR’s youthful CEO Seth Priebatsch doesn’t believe so. The 21-year-old CEO says he’s “never lived in a world where I didn’t use social media.” Priebatsch compares social media to cloud com

1. THE THIRD WAY: PUBLIC ENGAGEMENT Richard Edelman New Media Academic Summit June 23, 2010

2. Don’t panic. This is not a party broadcast. I Thesis II Landscape III Third Way – Public Engagement

3. PHASE ONE PAID MEDIA Advertising MASS AUDIENCE

4. PHASE TWO EARNED MEDIA Public Relations “Messaging” BROADCAST

5. RELATIONSHIPS PHASE THREE OWNED & SOCIAL MEDIA Direct Channels Viewed by >600,000 in first 24 hrs

6. STRATEGIC EQUIVALENCE “There is now strategic equivalence for the first time between paid, earned and owned media” Randall Rothenberg Interactive Advertising Bureau

7. NEW MANDATE FOR PR Beyond Communications to Strategy & Policy Rise of CCO Performance & Purpose Consumer Justification Corporate + Brand Green is Green

8. OPERATING IN A WORLD WITHOUT TRUST Which stakeholder should be most important to a CEO’s business decisions? Source: 2010 Edelman Trust Barometer: When a CEO makes business decisions for his or her company, which stakeholder SHOULD BE most important to a CEO’s business decisions?

9. PR IS THE ORGANIZING FORCE Mainstream New Media Social Digital Properties Print/Broadcast/Radio Consumer Journalism Blogging Mobile Public Engagement Owned Consumer Generated Web New Influencers Mobile Employee Content Events

10. I Thesis II Landscape III Third Way– Public Engagement

11. MEDIA IS MASS & NICHE Players differ by country, but trend is consistent Pre-defined Long Tail/Niche Content Mass Appeal Pre-selected

12. MEDIA CONSUMPTION: PEOPLE NOW MULTI-TASKING People need info from multiple sources, voices and to hear it 3-5 times to believe it Minutes of media consumed by 8 –18 year-olds per day 700 458 379 Movies Print Video Games Computer Music TV 3-5 times: 60% 0 2009 1999 Source: Kaiser Family Foundation Source: 2010 Edelman Trust Barometer

13. MEDIA IS SOCIAL & PORTABLE People now have a portfolio of information sources 37% internet users contribute to news creation 51% social networking users get news from people they follow 61% Americans get their news online vs. 17% from newspapers 46% Americans get their news from 4-6 online media platforms daily 63% Increase in time spent on social networks in ’08, surpassing e-mail 33% of cell phone owners now access news via their phones. Source: PEW/Various

14. Social networking surpassed email by time spent. 65% 47M +20% 25M -12% 19M +35% 54M +100% 471M +9% 20M -7% 120M +14% 14M 0% 34M +1107% 74M -44% 15M -22% 47M +6% 52M SOCIAL MEDIA IS LOCAL 23% Follow Journalists on Social Networking Sites

15. MEDIA EVOLVES Niche Influencers Integrated consumer generated content New Advertising High-end mediawill be paid, not free

16. CONDÉ NAST MULTIMEDIA APPROACH Consumer Ownership Integrated Marketing Web Properties Magazines Exceptional Content Inception Events Mobile Consumer Journalism Blogging Digital Magazines Digital Video Content Amplification Time

17. I Thesis II Landscape III Third Way– Public Engagement

18. STRATEGIC PIVOT FOR PR Core Strategy & Creative Execution/Vendor Dialogue One-way Communications Inform the conversation with compelling content Pitching Discussion & Participation Earned Media

19. THE THIRD WAY The Evolution of PR Mainstream Media New Media Public Engagement Owned Media Social Media

20. Listen with new intelligence Participate in the conversation--real time/all the time Create and co-create content Socialize media relations Champion open advocacy Build active partnerships for common good Embrace and navigate the complexity TENETS OF PUBLIC ENGAGEMENT Advancing Shared Interests in a World of Inter-dependence Increased Trust Changed Behaviors Engaged Communities Commercial Success

21. NEW APPROACH TO MEDIA RELATIONS Popular Voice Requires Video Aggregating Content Immediacy

22. MULTI-FACETED MEDIA ENGAGEMENT Outreach to Influencers Media Partnerships Celebrity Involvement Public Involvement 36 MILLION CHILDREN ENROLLED THROUGH 60,000 SCHOOLS

23. SOCIAL MEDIA: GO WHERE PEOPLE ARE "We have the most powerful distribution mechanism that has been created in a generation“ -- Mark Zuckerberg, Facebook Digital Embassies + Consumer Generated Content (TWITTER PORGRAM) "Companies formerly known as advertisers now have to figure out how to create conversation on Facebook...that's how the flavor program developed by marketing firm Edelman Digital enabled Ben and Jerry's to increase its fans from 300,000 to 1 million in just six weeks.“ -- David Kirkpatrick, The Facebook Effect

24. DIRECT: EVERY COMPANY IS A MEDIA COMPANY Owned Channels Viewed by >300,000 people daily

25. Mainstream New Media Social Digital Properties Print/Broadcast/Radio Consumer Journalism Blogging Mobile Public Engagement Research Ideas Content Owned Consumer Generated Web New Influencers Mobile Employee Content Events NEW MANDATE REQUIRES NEW SKILLS

26. RESEARCH: ENGAGE AUDIENCES WHENEVER AND WHERE-EVER Identify Idea Starters Provide them with Relevant Content New Scientist Greenpeace International Scientific American Cambridge University Press

27. WHO IN TURN, ENGAGE AMPLIFIERS TO BUILD CONVERSATIONS Antalis EU Energy Star BP Breem BSI Group Cabinet Office Forest Stewardship Council Climate Care Dept For Culture Media And Sport Envisionw DFID Health Protection Agency DMA ESRC Ecotricity London Fashion Week Energy Star Forestry Commission DARDNI Business Link Freecycle European Comission Canon Future Forests Global Reporting Initiative Centre For Alternative Technology Global Action Plan Friends Of The Earth Good Energy Green Dot Compliance Greenpeace International Green Mark Howard Smith Paper Group ISO DEFRA Health And Safety Executive DOE NI Independent Horner Brothers Cambridge University Press Greenpeace British Print Carbon Trust BERR Environment Agency CBI DCFS JG Environmental Financial Times BTCV Ingenta Connect Guardian Dept of Communities BBC Envirowise IPCC CABE CABI BITC Department For Transport BSI Gloabl HM Treasury GPS Colour Graphics Envergy Saving Trust HP London Development Agency London Better Together Blackwell Publishing IEMA Beacon Press Healeys Print Group For The Future Computerweekly.com Geoff Neal Litho DBO Met Office OGC Waste Online The Countryside Agency OECD The Woodland Trust New Scientist Scottish Environment Protection Agency Trading Standards Central Waste Watch Recycle More Office Of Public Sector Information Loughborough University Telegraph Scientific American National Assembly For Wales NISP WWF NY Times WRI PEFC The Scottish Executive Netregs Printing Talk UK Government Sustainable Development Recycle Now Routledge The Times Recycling Appeal Ricoh UK The European Union Robert Horne University of Oxford Springerlink The Planning Inspectorate SD Comission Tesco WRAP NERC The Environment Trust The Fairtrade Foundation The United Nations The University Of Sheffield Treehugger People and Planet Unesco Panning Portal University College London Print Week University Of East Anglia The Ecologist University Of Sussex Sustrans Mayor Of London What PC Oxfam WHO World Land Trust Xerox Teachernet NAPM Pureprint Group Total Print Expo Transport For London The Carbonneutral Company Seacourt Printing and Environment Conversation

28. GALVANIZING IDEAS Stimulates Action Can evolve Crossesmultiplechannels Substanceand ‘legs’

29. CONTENT Compelling and Entertaining Easily Shared

30. DELIVER CONTENT ACROSS 4 SCREENS

31. PR PROFESSIONALS REQUIRE NEW SKILL SET Listen with intelligence Digital natives Create compelling and entertaining content Creative across multi-channels Strategic counselors Experts across both corporate and brand marketing

32. NOTE OF CAUTION Higher Standards Don’t pretend to be journalists

33. PR IS THE ORGANIZING PRINCIPLE OF STRATEGY & COMMUNICATIONS Two Dimensions Encompass a broader set of media options, from Mainstream to New to Social to Owned Engage stakeholders in long-term social relationships, as all communications become public