We have seen different waves of C-level executives be promoted to CEOs: The '70s promoted sales, the '80s loved accounting, the '90s encouraged advertising-driven CMOs, the '00s were simply turbulent, and the '10s are looking for the new CEOs. Those who understand social and digital (SnD) will thrive in leading the companies of today and tomorrow.
According to a recent study by a global PR firm, the percentage of CEOs from the world's top 50 biggest companies who use social media has risen from 36 percent in 2010 to 66 percent in 2012. And yet, even with those favorable numbers for usage, the same study points out that a shockingly low 18 percent of the same group have one or more social networking accounts. Don't CEOs depend on their CMOs and marketing teams to utilize this powerful way to engage their customers? Why aren't more marketers utilizing their leadership in SnD communications? If your CEO is reluctant, what about the rest of your organization?
So, the world's best chief digital officer or SnD director knocks on your office door. Do you know what you'd ask them to do in your business? How do you know if your company and your CEO, or your board, are ready for a digital and social rock star? Does your company have what it takes to attract and retain the best disrupters and innovators in the SnD space?
And, it is not enough to recruit top digital talent; you also need to know what to do with it. There is no point in buying a Formula 1 race car if you don't want to drive faster than 60 mph. If your company wants to reap the rewards of SnD marketing, you need to first ask yourself the right questions. We will save you some of the trouble. We have interviewed many experts in SnD, disrupters and innovators, as well as senior executives in large multinationals to give you a diverse and informed perspective.
This article answers this simple but important question: Does your company and your CEO need a chief digital officer, an SnD director, or something else?
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Great article, Noam! You make some very salient points. All business - big and small, B2B and B2C - should read this and take action.--Emily Griebel (@MWCemily)Director of Integrated MarketingMcKee Wallwork & Company
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