Why is this important?

1. reputation management

Companies have spent millions over the past two decades securing their brands’ identities through URLs, search optimization and other mechanics. Yet the majority of FTSE CEOs aren’t managing their own brand on LinkedIn or Twitter.

2. fulfilling a brand’s promise

If you are heading up a company in the retail, telecoms, media or technology industries, what message is being told to your customers and staff when you claim to be digitally savvy, yet don’t engage in social networks?

3. customer engagement

Being engaged on social networks is simply saying “I’m open for business”. LinkedIn has become the business card for the early 21st Century.

4. talent engagement

Whether to the 1.3m employees or 10m followers on LinkedIn, the network provides a channel to communicate directly with talent current and potential.

5. collaboration

The boundaries of the organization traverse companies in our increasingly virtualized business world. Social networks increasingly provide the conduit for inter-company collaboration, and being engaged allows leaders to role model the right behaviours for all.

6. informed purchasing

Social networks are unlike previous media in that if you don’t engage, you’ll find it hard to understand value. How can you acquire social network and media services if you don’t understand them by using them?

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