Following my post The Social CEO: 8 Tips for Taking Your Boss Public I was asked several pertinent questions. I narrowed the list down to two inquiries, the first if which I will answer today:
What pitfalls should you avoid when taking your CEO online?
Provide your CEO with an overview of your communications program and how his or her new social media role will fit into it. If they cannot fully commit to this program it may be best to look at alternatives including online Q&As that you can assist with in real time. Set expectations by showing how long it can take to build an audience and gain public trust. This is not an overnight popularity contest and should be treated as a long-term approach to community relations. Unless they have the notoriety of Richard Branson this will be a long road. Too many CEOs have started a blog or a Twitter account only to abandon it weeks later before it had any time to gain traction.
Fully explain how social media can enhance or possibly harm your CEO’s public image. Listen to his or her concerns and goals regarding their image. Raise concerns regarding how the public will tie the CEO’s image to the organization’s mission and brand. If your mission is to promote fair trade shopping then photos for example better not contain any questionable products that could land your CEO in hot water.
Lack of Content
Once you have discussed a realistic social media format you need to review appropriate topics. Ask your CEO to keep an ear to the ground for fresh topics that are unique to his or her position. Respect their feedback and don’t push for too much too quickly. Some CEOs may begin this process full of energy and slowly taper off as the process becomes a grind. Be sure to have your own suggested topics to keep the ball rolling.
Lack of Attention
After you discuss appropriate topics you should create a weekly schedule. Since things pop up this should remain flexible however it needs to be a regular part of your meetings with your CEO. Proposed ideas for posts, sometimes weeks in advance in the case of fundraisers and events, can really help to get the juices flowing and keep ideas fresh.
Ghostwriting is allowed. While this can provide you with a sense of control you may miss a few key details. Authors can gain rare insight by requesting notes from their CEOs prior to jotting down their first drafts. You may be surprised by the small details that help you take an article or a tweet from being posted to being shared.
There’s nothing worse than a poorly dubbed film except maybe a blog clearly not written by the CEO.If you are writing your CEO’s posts you better be a fantastic impersonator. By agreeing to go public your CEO made a promise with the public to speak with them directly. It is ok if a CEO dictates topics and details to you to write up however you must always use his or her voice. If your writing is not authentic it can ruin the entire program. The following step will also help you to keep an authentic voice in all posts.
Each post ties directly to your CEOs image as well as your organization’s brand. Regardless of writing responsibilities you and your CEO should review posts prior to making them public. If one of you eventually trusts the other to post without a review, don’t do it. It only takes a moment to review a tweet or a few minutes to check a blog post. Schedules may fill up however it is important to remember the importance of each positively received post and the potential harm of a negative placement. I recommend drafting practice posts for days, weeks, or months before taking them public to work out any kinks in your review process. Some of these posts can be evergreens and remain eligible for future posting.
These tips are provided to improve internal sharing. It is best to iron out wrinkles, build trust, and grow into your new regimen privately. You want to avid any novice errors that create a need for your crisis communications skills.
What hurdles did you hit taking your boss online?