Benefits and pitfalls of a CEO's personal Twitter messaging

摘要

Social media platforms such as Twitter represent a new and potentially potent corporate communication technology.A stream of tweets from a corporate CEO's personal Twitter account can be an effective component of the communication media used to exercise leadership through language.The tweets on a CEO's personal Twitter account can be used strategically to help establish the organizational culture of a company,and build and maintain the CEO's personal image,for example,as a transformational leader,a servant leader,a social progressive or an agile strategist.