Presidents & Social Media 29 August 2012: CASE Europe Contents of this presentation © mStoner, Inc., 2012; all rights reserved. 1 Wednesday, 29 August 2012
Presidents & Social Media
May 13, 2015
There are many reasons why college and university presidents find the use of social media invaluable--and why they're concerned about it. Presented at CASE Europe, 29 August 2012.
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Presidents & Social Media
29 August 2012: CASE Europe
Contents of this presentation © mStoner, Inc., 2012; all rights reserved.
1Wednesday, 29 August 2012
Contact me
Michael Stoner
@mstonerblog
mStoner.com/mStonerblog.com
Slideshare.net/mStonervt
Sign up for Intelligence: [email protected]
Join the #highered all-stars on edUniverse: edUniverse.org
mStoner2Wednesday, 29 August 2012
I.Social CEOs
3Wednesday, 29 August 2012
“Gentlemen, our social media strategy is simple: the more time our president spends on Twitter,
the less harm he can do elsewhere.”
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Social CEOs
• In July, 2010, none of the Fortune 100 CEOs were social.
• CEO.com lists 25 “big name” CEOs from Fortune 500s who use Twitter• Pete Cashmore is #1, with >2.2 M followers
• Richard Branson is #8, with 750,000 followers
• Richard Branson on why he’s social:“Virgin as a brand is naturally conversational. We like to chat with our customers to see how things are going and what we can do better. ... But social media is also beyond business — people want to know what’s meaningful. So I use social media to share what philanthropic causes and campaigns are important to me . . . .”
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Fortune 100 CEOs: George Colony, Forrester Research, http://blogs.forrester.com/george_colony/10-07-06-social_ceo_part_four_ceos_should_be_social_light
CEO.com list of CEOs who tweet: http://www.ceo.com/lists/ceos-that-tweet/
Richard Branson on social media: http://mashable.com/2011/10/04/richard-branson-interview/
CEOs & social channels
Corporate blog
None of these
Google+
Other
Quora
0 12.5 25 37.5 50
4
9
12
25
38
45
47
50
47% of respondents said their CEOs were active on:
6Wednesday, 29 August 2012
From BRANDfog 2012 CEO, Social Media, & Leadership Survey: http://mstnr.me/brandfog
Why should CEOs use social?
• Public engagement“Letting consumers have transparency into the company and the CEO’s daily activities builds trust.”
• Recruitment and scouting“Finding talent through trusted networks can decrease turnover rate.”
• Intelligence and market research“Platforms like Twitter provide easy access to what customers want.”
• Customer Relationship Management“Building trust through social media can go a long way to making and keeping lifelong customers.”
7Wednesday, 29 August 2012
From infographic, The Future, Social CEO: http://www.ceo.com/media_type/featured_content/infographic-the-future-social-ceo/
Why would CEOs use social?
Better communication
Improved brand image
More transparency
Improved company morale
Better leadership
None of the above
0 20 40 60 80
5
45
45
64
71
78
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From BRANDfog 2012 CEO, Social Media, & Leadership Survey: http://mstnr.me/brandfog
source: CEO.com, mstnr.me/HZhzY99Wednesday, 29 August 2012
From infographic, The Future, Social CEO: http://www.ceo.com/media_type/featured_content/infographic-the-future-social-ceo/
And furthermore . . .
• When asked about connection between executives on social media and trust in a brand
“82% of respondents were more likely or much more likely to trust a company who CEO and leadership team engage with social media.”
• 93% of respondents believe CEO engagement in social media helps communicate company values, shape a company’s reputation, and grow and evolve corporate leadership in times of crisis
10Wednesday, 29 August 2012
From BRANDfog 2012 CEO, Social Media, & Leadership Survey: http://mstnr.me/brandfog
II.Presidents &
social media in #highered
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Challenges for the CEO in .edu
“To be effective in this environment, a president needs the skills and experience to provide the integral leadership an institution requires—as an academic leader, CEO of a complex organization, spokesperson and fundraiser of an institution, and public advocate for higher education. At the same time, a president needs the stamina and resolve to address divergent, often competing expectations of different constituencies. As signs of financial recovery emerge and recede, the diminished fiscal climate continues to be a major challenge to many higher education institutions, both public and private. A president must lead the institution in addressing these challenges, combining a vision of the institution’s strengths and potential with a candid understanding of the serious issues it may face.”
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From: Gregory R. Wegner, from "The Character of Leadership: A Conversation among Prominent Educational Leaders, "AGB & Winter Park Institute, March 2010 (http://fiatdev.rollins.edu/wpi/agb/full-text.html)
Reasons why presidents aren’t social
• Time: Where will I find the time?
• Control: I can’t control the conversation.
• Risk: I might say something that’s misinterpreted or off-message. Legal counsel says don’t do it.
• Unproven channel: It’s too early to “prove” social works.
• ROI: There’s no data to “prove” it works. Donors & board members don’t use it.
• Social pressure: My peers don’t do it.
• Age: My peers don’t do it. It’s for young people.
• Performance anxiety: Mistakes are public. Sheesh!
related blog post: mstnr.me/I8SgmK
13Wednesday, 29 August 2012
Here’s what’s scary ...
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Here’s what’s scary ...
mstnr.me/JOfJqi15Wednesday, 29 August 2012
Leadership 2012
• Listening: Insights into what constituents think.
• Customer service: No food in the dining hall? We can fix that!
• Cheerleading: Sharing campus news.
• Crisis communications: Putting rumors to rest.
• Educating: Helping students & staff learn.
• Making connections: News media and others.
• Staying informed: Wow: I should read that!
• Informing: Here’s what I’m reading.
• Self-revelation: Here’s the real me.
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Advice to presidents about being social
• Don’t participate if you don’t feel comfortable.
• But if you do: choose channels that you feel comfortable with.
• Ask for help if you need it.
• Don’t do it if you can’t commit to it.
• Don’t have your PR staff write your tweets or posts!
• Don’t be afraid to use self-deprecating humor.
• Be yourself: you need to convey authenticity in your social presence.
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Barbara Couture, president of New Mexico State University:
“Facebook was selected as my primary tool for social media communication for a number of reasons. Facebook has the largest reach of the social media platforms (with more than 850 million users). It also provides a more dynamic interface, with the ability to post photo albums, videos, links to other important information and the ability to instantly “like” or comment on posts.”
The board’s view
• Board members don’t ask about social media: They expect results.
• Social media is part of a candidate’s record: They use it in vetting candidates.
• In five years, no one will ask the question about whether a president uses social media: It will just be assumed that she does.
related blog post: mstnr.me/OIIEBU
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www.facebook.com/nmsupresident19Wednesday, 29 August 2012
IV. Resources
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Followup reading/thinking
Walter Kimbrough, “How One President Uses Social Media”: mstnr.me/IPXuGU
Patrick Powers, "College Presidents who lead 140 characters at a time": mstnr.me/PPprez
Andy Shaindlin (@alumnifutures) : “Edleaders: Vice-Chancellors, Presidents, Rectors and Heads of Schools on Twitter”: https://twitter.com/#!/alumnifutures/edleaders
Look for article on presidents and social media in Nov/Dec CASE Currents
Follow mStoner.com/blog for interviews with various presidents on how they use social media....
21Wednesday, 29 August 2012
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