The rapid rise of new communications tools and channels has created a sort of corporate peer pressure to get in the game — including for CEOs and other leadership figures. (By the way, are you on Vine yet?) It’s tempting to be a communications wallflower and stick to your knitting while waiting for the latest fad to blow over.
But that could be a costly mistake — both in terms of public perception now and your ability to recruit top talent in the future.
“It’s hard to overstate how social media has reset expectations with communications. People expect dialog and discussion,” says David Jarrard, president and CEO of Maryland Farms-based health care public affairs firm Jarrard Phillips Cate & Hancock. “Some people think that if they don’t talk, no one else will talk about them. But the truth is, they’re already talking. So the question is not whether you want there to be a conversation about your company. It’s whether you want to join the conversation.”
Leanne Smith, an assistant professor of management with the Lipscomb University College of Business, says that some business leaders, given many are 40 and older and did not come of age during the social media explosion, might fa