What if your CEO just doesn’t get social media?

April 28, 2010 By 24 Comments
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A senior manager at a major Swedish company goes for his annual meeting with the CEO and C suite to discuss how things are going with the company.

The senior manager –let’s call him Pete– talks excitedly about how the social media marketing initiative his division has running for the last 8 months has been a massive success; how it’s improved customer relations and staff relationships. Pete is positive about what the Net and online communication can do and wants the go-ahead to invest in similar initiatives.

The CEO listens interestedly then says, “I’m not on Facebook. In fact, we had to discipline a staff member in another office for using Facebook inappropriately. That was a big problem. I don’t really like Facebook and all that social stuff. It’s not really what our company is about. In fact, we’re going to limit access to sites like Facebook on the company intranet from next month.”

The conversation continues and Pete is given an annual raise because, well, “We’re really pleased with the work you’re doing”. The CEO has heard that Pete is doing a great job from his line manager.

Afterwards Peter feels a bit despondent. The CEO of the company that he’s working for doesn’t get social media. In fact, he’s actively against it. Pete’s worried both he and his office will fall behind the digital and social online revolution if they don’t continue to participate.

Although Pete’s team have improved sales, customer service and group cohesion in his division having introduced social media, the CEO was not convinced.

Sure, he’s pleased that profits are up and savings on traditional advertising have gone down. But the CEO isn’t prepared to bring in a social media specialist. He’s not prepared to fund training in social media. And he’s definitely not interested in exploring what social media can do for the rest of the organisation.

“You won’t catch me on YouTube,” he jokes, and the rest of the C suite chuckle in unison. “We’re too busy concentrating on our plans for expansion,” he tells Pete. “We’re opening up new offices around the country and all our spare budget is going into that. We haven’t got time to play with the internet.”

Real World Case Studies

I’ve smoothed out the edges here and left out the real-world details that would identify the people involved, but this scenario was told to me over lunch recently by a friend who wanted my advice.

“Is a company that doesn’t get the Net or social media worth sticking with?” he wondered. “Especially if my team have been able to point to specific examples of how it’s benefitted us.”

I paused to think this and said something about: “At least you had the freedom to implement something in your division. Your success was really great.”

But the whole thing left me bothered: Do you stick with a company where top management aren’t interested in exploring what the Net, and social media (or social communications) can do to benefit employees and customers?

I guess, ultimately, I think that a company restricted in their thinking like this, and not open to exploring what is really a paradigm shift in B2B communications, would force me to start looking for another job. Because sooner or later they’re going to have to get with the program.

Just as shop-keepers on street corners had to change to cope with the arrival of malls and hypermarkets, businesses have to adapt to the way the Net is changing the way we communicate and do business. Just because you’re getting by today without it, doesn’t mean you will tomorrow.

Your turn!

So I’d like you to help me out here. I’m curious to hear your thoughts on this!

  • Do you stick with a company where the CEO just doesn’t get the Net and how it’s affecting business and industry?
  • Do you try and educate them? Do you carry on regardless, because they don’t really know about it?
  • Or do you move on?

Please leave a comment!

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About Jon

Owner of Jontus Media, marketing consultant, lifelong Liverpool FC support and podcaster. Guarded by basset hounds .

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  • ginidietrich

    Jon, I hear this ALL THE TIME! In fact, just yesterday when I spoke to a Vistage group of 14 CEOs who were super cynical when I arrived. And they were saying exactly what “Pete” says in your story…it's for my kids, it's a fad, I just don't understand it, I don't have time for it, it's non-productive.

    Something I've been thinking about that goes along with this (and will likely blog next week). As you well know, social media is another tool to add to the toolbox of communication, marketing, sales, and HR. But if you're not using it, you're missing out on allowing the Web to work for you while you sleep. Imagine talking through a case study that shows a CEO how one of his competitors made money while he slept!

    I think the biggest issue we have is that almost no one has figured out how to measure it. So, change is scary and Facebook seems like a very personal, time-consuming thing, and CEOs would rather not have to deal with it. Add to it that it seems like there is no measurement and they don't want to use it.

    I say BALONEY! It's the easiest communication and marketing too TO measure. But I'm also not going to tell the world how we do it. :)

  • markwilliamschaefer

    In a company, there is no such thing as a grassroots social media effort. Top management controls the strategy, the money and the resources. If they don't support it, failure is inevitable.

    Having said that … they NEED to understand this. The social web is big, it's bad, and it's here to stay. So every executive needs to understand enough to DEAL WITH IT or they are doing a disservice to their company.

    Here is one post your readers might enjoy dealing with how to convince your boss this is worth pursuing: http://bit.ly/4EyjUZ

    This is a VITAL topic Jon. Thanks for raising it in such an eloquent manner.

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  • nancymyrland

    Hi Jon…very important topic you've raised.

    No, I don't think you leave just because your boss is uninformed and uneducated about Social Media, or any marketing tactics for that matter. It's our job to do what we can to teach them, to get through to them, and to try our best to advance the ball. You need a much thicker skin that allows you to be the champion of these initiatives.

    Social Media are still very new, so this attitude is common. As Gini stated, it's prevalent in the C-suite, and many suites for that matter, to have these thoughts! Job-hopping because one component is not fully developed at your company doesn't help your resume either. It just says that you didn't get what you want, so you took your toys and went home.

    Stay on top of it yourself for now. Soak up as much information as possible. Learn and use the tools so that you can talk about Social Media and other marketing developments in a sophisticated and educational manner. It's your job, even if your CEO doesn't know that yet.

    No one is hired to be a yes person at the level your story talks about, so be patient, be informed, be diligent, be educational, be kind in your approach to informing him/her on an ongoing basis, and you will begin to make progress. It might not be as swift as you'd like, but it is bound to happen.

    If you've helped the company or firm by creating a thorough marketing plan, then all sections will logically lead to the right tools, or tactics, to accomplish what is set out in the goals section, whether they be social media or any other kind of communication tactics. At this point, you can then point out the right sites and tools to help accomplish what has been identified in the plan.

    If this person gets irritated and tells you point blank to stop educating them, and that your job is on the line if you don't stop, then it's time for a serious discussion about why they hired you.

  • andydonovan

    Great post – and excellent questions for someone who is doing well at their company with social media only to be de-railed by the company's CEO. I've spoken to many an organization that has faced a similar dilemma whereby they have attempted to introduce Social Media only to have Sr. Management put the kibosh on it. If I were in a similar position I would attempt to continue on with Social Media to develop a critical mass of success – nothing breeds success like success…perhaps Peter needs a few more case studies to demonstrate to his CEO the power of Social Media.

    In the aforementioned cases where I have heard of similar stories – some of these “Social Media Cheerleaders” have either soldiered on taking the baby-steps approach to educating Senior Management whereas others have simply thrown in the towel and moved on. I think it comes down to the CEO…an open mind is at least something you can work with…if they close it off and are adamant about the “we don't get it and never will” then it might be time to dust off the resume. Just my two cents…Andy

  • http://www.jontusmedia.com/ Jon Buscall

    That's a fabulous response, Nancy. Thank you so much. I think you're right: you do need to champion initiatives like this. But I can also appreciate why some folks really do get frustrated that the C suite just aren't listening.

    I generally tend to look at the overall culture of the company and look at how quick they've been to adopt —and succeed— with new marcom ventures in the past.

    Thanks again for stopping by!

  • http://www.jontusmedia.com/ Jon Buscall

    Thanks Andy.
    Yup, I do think soldiering on for a while trying to get more success stories to persuade is a viable approach. But after a while it gets frustrating if the C suite aren't listening – still!

    Perhaps this is just a temporary thing for people like “Pete” as social media is becoming more and more prevalent. Sometimes it takes a competitor's success with a venture like social media for the C-suite to really sit up and listen.

  • nancymyrland

    I agree Jon. Constantly hitting brick walls in one's job is absolutely no fun. I've been there. It tends to discourage creativity, which is not good.

  • Anonymous

    I found this through @nancymyrland’s blog, and am posting my comment here as well:nnIf your CEO does not understand social media and refuses to embrace meeting customers where they actually are, the most important and powerful message you can send is to vote with your feet.nnSocial media is not a fad; itu2019s not even new. Itu2019s an umbrella term for describing the fundamental and inescapable propensity for connection between human beings. Itu2019s the fearless acknowledgment that technology does not drive us apart, but brings us closer together. Social media is the assertion that people are social and that organizations should leverage their own humanity to connect with their constituents.nnIt might seem pedantic, but an executive who does not value social media is admitting that he does not care that his customers are human beings. A discrimination against social media is a discrimination against society. Companies are made up of people, not cold equations and lifeless inventory. Their leaders should unflaggingly believe in building relationships through whatever medium arises.nnIf your CEO u201cdoesnu2019t getu201d social media, quit your job. There is no stronger hallmark of personal conviction than the statement that I would rather be paid nothing than remain here with you.

  • Anonymous

    I found this through @nancymyrland’s blog, and am posting my comment here as well:nnIf your CEO does not understand social media and refuses to embrace meeting customers where they actually are, the most important and powerful message you can send is to vote with your feet.nnSocial media is not a fad; itu2019s not even new. Itu2019s an umbrella term for describing the fundamental and inescapable propensity for connection between human beings. Itu2019s the fearless acknowledgment that technology does not drive us apart, but brings us closer together. Social media is the assertion that people are social and that organizations should leverage their own humanity to connect with their constituents.nnIt might seem pedantic, but an executive who does not value social media is admitting that he does not care that his customers are human beings. A discrimination against social media is a discrimination against society. Companies are made up of people, not cold equations and lifeless inventory. Their leaders should unflaggingly believe in building relationships through whatever medium arises.nnIf your CEO u201cdoesnu2019t getu201d social media, quit your job. There is no stronger hallmark of personal conviction than the statement that I would rather be paid nothing than remain here with you.

  • Anonymous

    I found this through @nancymyrland’s blog, and am posting my comment here as well:nnIf your CEO does not understand social media and refuses to embrace meeting customers where they actually are, the most important and powerful message you can send is to vote with your feet.nnSocial media is not a fad; itu2019s not even new. Itu2019s an umbrella term for describing the fundamental and inescapable propensity for connection between human beings. Itu2019s the fearless acknowledgment that technology does not drive us apart, but brings us closer together. Social media is the assertion that people are social and that organizations should leverage their own humanity to connect with their constituents.nnIt might seem pedantic, but an executive who does not value social media is admitting that he does not care that his customers are human beings. A discrimination against social media is a discrimination against society. Companies are made up of people, not cold equations and lifeless inventory. Their leaders should unflaggingly believe in building relationships through whatever medium arises.nnIf your CEO u201cdoesnu2019t getu201d social media, quit your job. There is no stronger hallmark of personal conviction than the statement that I would rather be paid nothing than remain here with you.

  • Anonymous

    I found this through @nancymyrland’s blog, and am posting my comment here as well:nnIf your CEO does not understand social media and refuses to embrace meeting customers where they actually are, the most important and powerful message you can send is to vote with your feet.nnSocial media is not a fad; itu2019s not even new. Itu2019s an umbrella term for describing the fundamental and inescapable propensity for connection between human beings. Itu2019s the fearless acknowledgment that technology does not drive us apart, but brings us closer together. Social media is the assertion that people are social and that organizations should leverage their own humanity to connect with their constituents.nnIt might seem pedantic, but an executive who does not value social media is admitting that he does not care that his customers are human beings. A discrimination against social media is a discrimination against society. Companies are made up of people, not cold equations and lifeless inventory. Their leaders should unflaggingly believe in building relationships through whatever medium arises.nnIf your CEO u201cdoesnu2019t getu201d social media, quit your job. There is no stronger hallmark of personal conviction than the statement that I would rather be paid nothing than remain here with you.

  • robbyslaughter

    I found this through @nancymyrland's blog, and am posting my comment here as well:

    If your CEO does not understand social media and refuses to embrace meeting customers where they actually are, the most important and powerful message you can send is to vote with your feet.

    Social media is not a fad; it’s not even new. It’s an umbrella term for describing the fundamental and inescapable propensity for connection between human beings. It’s the fearless acknowledgment that technology does not drive us apart, but brings us closer together. Social media is the assertion that people are social and that organizations should leverage their own humanity to connect with their constituents.

    It might seem pedantic, but an executive who does not value social media is admitting that he does not care that his customers are human beings. A discrimination against social media is a discrimination against society. Companies are made up of people, not cold equations and lifeless inventory. Their leaders should unflaggingly believe in building relationships through whatever medium arises.

    If your CEO “doesn’t get” social media, quit your job. There is no stronger hallmark of personal conviction than the statement that I would rather be paid nothing than remain here with you.

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