Published on noviembre 17th, 2010 | by admin0
Social Media Marketing: 5 Lessons From Business Leaders Who Get It.
While a small, influential group of businesspeople are paving the way for social media adoption among leaders and even lending insight into how social media may be used by CEOs in the future, executives from many of the world’s biggest businesses are behind the curve in adoption, according to a recent study. The study found that only 36% of the CEOs at the world’s 50 largest companies are engaging via social media or their company websites.
The study also found that for those CEOs using social media, most of the activity was akin to traditional one-to-many communication methods — 28% of CEOs gain visibility online by posting letters or messages on their company websites, for example. Interestingly, video was the strongest component among CEOs using social media, with 18% having a video presence via their companies’ websites or YouTube () channels. Only a small percentage of respondents, though, reported having a profile on Twitter () (8%), Facebook () (4%), MySpace () (4%) or LinkedIn () (4%).
We scoured the socialverse for business leaders utilizing social platforms effectively and in innovative and valuable ways. The folks at Klout.com provided a list of the most influential CEOs, founders and business leaders in the social space based on Klout Scores, a measurement of true reach, amplification probability and network influence. This enabled us to compile this roundup based on Klout’s quantitative reasoning alongside our own top picks based on proven quality.
When it comes to social influence and value, these five business leaders outperform their peers in both quantitative and qualitative tests, proving that they have a grasp of how to use social media effectively.
1. Brooke Burke, Co-CEO, ModernMom
Brooke Burke may be best known as a model and TV personality (most recently as host of Dancing With the Stars), but she is also an entrepreneur. Burke is the co-CEO of ModernMom, an online parenting guide, and founder of BabooshBaby.com, an online baby and pregnancy store.
ModernMom seems to be Burke’s focus in the social and online realm. The site has its own social media presence with active Twitter, Facebook and YouTube accounts, but Burke adds her personal touch by making frequent appearances on the YouTube channel to discuss health, fitness and parenting. The YouTube channel provides huge value via search, as the uploaded library represents a year’s worth of content with more than 270 videos, totaling more than 2.8 million views. Many of the best performing videos are the ones featuring exercise and health tips from Burke.
She also maintains an engaged personal Twitter presence, tweeting about just about everything, including traveling, her show biz life, her four children, and of course, the latest ModernMom blog posts and events.
The Lesson: Kudos to Burke for using her fame to enhance her own entrepreneurial endeavors. She approaches the social world with a genuine and open attitude, contributing value in her areas of expertise.
2. Pete Carroll, Head Coach & Executive VP, Seattle Seahawks
Carroll updates his YouTube channel with pre-season, training and interview videos that take an informal, informative and personal point of view. As a viewer, you feel like he’s speaking directly to you. One again, a database of uploads proves valuable for a business leader; after three years and 150 total videos, Carroll’s YouTube channel has racked up more than 3.7 million video views. He also boasts an engaged following elsewhere, with his posts across Twitter and Facebook gaining traction within his community relatively quickly upon posting.
The Lesson: Carroll speaks conversationally about topics that Seahawks fans care about. He understands his audience and what is of value to them and provides content accordingly.
3. Tim O’Reilly, Founder and CEO, O’Reilly Media
Tim O’Reilly, founder and CEO of O’Reilly Media, has the highest Klout Score (at 87 of 100) among Twitter users describing themselves as founders or CEOs. He is an authority on all things tech, which makes sense given his company’s expertise in that area.
While at the Web 2.0 Summit, for example, O’Reilly has been maintaining an active stream on Twitter, with his thoughts on the latest announcements and some cool behind-the-scenes tidbits. His stream epitomizes what Twitter should be about — directed, personal updates and knowledge bites.
O’Reilly is always making his rounds on the speaker circuit, and we give props to the O’Reilly Media team for keeping a very updated catalog of his speeches and appearances on the O’Reilly YouTube channel. For example, you can already see O’Reilly’s latest videos from Web 2.0 Summit on YouTube.
The Lesson: Maintaining clout on social media entails timely and thought-provoking commentary on your area of expertise. Stay in the conversation or be left out.
4. Craig Engler, SVP & GM of Digital, Syfy
We applaud Engler for his enthusiasm for and genuine interest in connecting with Syfy viewers. He recently told Mashable () that he is quite active, “probably more than I should [be],” with engaging @Syfy followers. Here’s how he described his tweeting habits:
“I’ll check in throughout the day and night and also on weekends, posting stuff I think viewers would be interested in as I come across it, answering questions, etc. During more than one Syfy senior staff meeting someone has said something and then immediately turned to me and said ‘Don’t tweet that!’ ”
Engler is a huge advocate for “going social” and recently authored a Mashable post on “10 Reasons Every TV Exec Needs to Start Tweeting.” Having a true conviction for using social media usually correlates with a person’s ability to do it right.
The Lesson: Adding a personal touch to a corporate account allows users to interact with a face behind a company. Don’t be afraid to go all Tony Hsieh on the Internetz.
5. Steve Rubel, SVP, Director of Insights for Edelman Digital
Steve Rubel tweets about a range of topics, including social media, public relations, marketing, blogging, technology and media, according to his Klout analysis. Along with carrying an influential name as a Jack of all trades, Rubel also curates a well-trafficked and widely shared blog (), where he generally posts on marketing, media and technology.
Klout quite appropriately categorizes Rubel as a “pundit,” someone who doesn’t just share news, but creates it. He is a monthly columnist for Forbes.com and Advertising Age, which supports his reputation as a content creator.
Analyzing Rubel’s Twitter feed, you’ll also note that he does an amazing job at curating news from around the web that appeals to his followers. Within the past week, he has retweeted and sourced a range of influential and relevant information sources, including Poynter, CNET, Wired, ReadWriteWeb, The New York Times and ClickZ.
His ability to find and curate useful content for his followers makes him follow-worthy. His audience is large, engaged, and likely to read and pass on his opinions.
The Lesson: Content creation and curation are two must-have web skills for bringing value to the individuals that follow you — Rubel has mastered both.
These five business leaders made the top of our list for understanding and utilizing social media effectively. Who do you recommend? Let us know in the comments.
Series supported by Awareness
The Social Media for Business Leaders Series is supported by The Awareness Social Marketing Hub, which builds social marketing software for marketers leveraging multiple social channels to engage with customers, build their brand, and increase revenues. Built upon Awareness’ expertise deploying more than 200 communities and social media projects for the world’s biggest brands including Sony, JetBlue, Kodak, ASOS.com and AIRMiles.
The Awareness Social Marketing Hub is a leading enterprise-grade application for marketers struggling with the social media chaos of managing multiple social channels. With the Awareness Social Marketing Hub, marketers are now able to publish, manage and measure across all their social channels from one central location using advanced built-in permissioning, workflow and audit controls.