Some days I get so sick about talking and reading about social media. Here’s why: most of the fundamentals of marketing and leadership are the same as they always have been. The social tools are merely enablers. You can be a social media wizard at using Twitter, YouTube, blogs, communities and the like and still be a marketing or management dud.
One of my passions is helping leaders develop their communications competencies, as leadership is grounded in communications. What has changed in this area is that people expect leaders to be more human and social in their leadership style and communications. Part of it is due to new social communications tools, another part to generational influences, and another is the Obama effect.
If you’re involved in developing an “enterprise 2.0″ strategy, I recommend reading the article “Social Intelligence and the Biology of Leadership,” by Daniel Goleman and Richard Boyatzis. Their framework for assessing an executive’s social leadership can also be used as a framework for prioritizing where Web 2.0 social platforms and processes could provide the most value to your corporation. The leadership principles are fundamental; how you help an executive team or organization realize them with new social strategies is tactical.
- Empathy: do you understand what motivates other people?
- Organizational awareness: do you appreciate the culture and values of the group?
- Influence: do you persuade others by engaging them in discussion and appealing to their self-interests?
- Developing others: do you provide feedback that people find helpful for their professional development?
- Inspiration: do you articulate a compelling vision, build group pride, and foster a positive emotional tone?
- Teamwork: do you solicit input from everyone on the team?
