The Emperor's new tweets

摘要

In conclusion, we believe that CEOs and senior executives can use social media effectively, as long as they have a clearly defined purpose and have established ways of measuring whether that purpose is being fulfilled using social media. It is critical that those metrics do not simply measure the online activity but reach out to perception and behavior change that can be directly measured, whether that be investor activity or new business opportunities. On a final note, we believe that CEOs and other senior executives have a wide range of communications vehicles open to them perhaps more than any other single group of individuals. For us, this means that once the itch to be au courant by having a social presence has faded and competitive one-upmanship regarding social media between CEOs ceases to be a factor, the choice to be social or not social in media will once again become a matter of individual taste and preference.