Source: The Wall Street Journal
No. 1: Having a passive presence, or none at all
CEOs can’t approach Facebook the way other professionals do.
Companies know that Facebook is the most important social network for reaching consumers. That’s because 73% of Americans use Facebook every day, compared with 27% who use Twitter that much and just 17% who look at LinkedIn every day, according to a recent survey by Springboard America, a market research provider.
For the same reason, Facebook is a crucial platform for the leaders of those companies: When social-media usage is so overwhelmingly skewed toward Facebook, CEOs can’t afford to limit their professional online presence to what some might consider the more serious networks of Twitter and LinkedIn.
However, CEOs can’t approach Facebook the way other professionals or even other managers do. As the public face of their companies, CEOs are subject to far greater scrutiny both internally and externally. That gives them unique opportunities on Facebook—but also distinctive risks. Read the rest of this entry »