The document discusses the importance of leadership engagement on social media. It notes that social media has had a huge impact and influenced revolutions. Leaders must understand various social media platforms like Twitter, blogs, LinkedIn and craft a personal engagement policy that is reasonable and avoids saying anything damaging. While social media requires a significant time investment, it allows leaders to reach audiences not accessible through other channels. The future of social media is uncertain but it is important for leaders to selectively engage with an authentic message.

1. THE SOCIAL MEDIA CHALLENGEWhy Leaders Must Engage with Social Media Women and Power: Leadership in a New World John F. Kennedy School of Government, Harvard University

2. People All Over the World Use Social Media To Communicate Leaders Must Engage With Them There

3. TODAY’S AGENDA The Impact of Social Media Broad Outlines of Global Social Media What Does Leadership Engagement Mean? Rules of Engagement Formulating a Personal Engagement Plan Whither Social Media?

4. The Impact of Social Media Is All Around Us

5. THE ORGANIZATION BEHIND A REVOLUTION http://www.thedailybeast.com/blogs-and-stories/2011-01-22/we-are-all-khaled-said-will-the-revolution-come-to-egypt/

6. THE PEOPLE BEHIND A REVOLUTION "Usually I use Twitter for really personal things, so I just share moments from my work or moments from my love life or I talk about my cats or my family. And it engages lots of different people, so when these people are following you and suddenly you are talking about a torture case, some of them might not usually be exposed to such cases. But because they are following me and there is an ongoing conversation between us, they would suddenly be engaged in this, as well." http://adage.com/article/bob-garfield/egyptian-activists-understood-key-social-media/148988/

7. THE PEOPLE BEHIND THEM

8. A FAMOUS GAFFE http://www.huffingtonpost.com/2010/06/01/bp-ceo-tony-hayward-video_n_595906.html

9. A BLOGGER BECOMES A NEWS FORCE

10. A NEWS FORCE RECOGNIZES CONTRIBUTORS http://www.cnn.com/SPECIALS/cnn.heroes/ Since 2008

11. AND CO-CREATORS http://ireport.cnn.com/

12. WE HAVE THE BEEF http://www.huffingtonpost.com/2011/01/28/taco-bell-beef-meat-lawsuit-ads_n_815303.html

13. SO DO THEIR FANS

14. THEY DEFINITELY HAVE THE BEEF! CEO Thanks Fans for “Loyalty, Support” 10 Million Free Tacos Feb. 8 Offered to Their 5.4 million Facebook fans Added 100,000 fans by next day www.clickz.com 5.8 Million fans March 1

15. A Global Perspective On Social Networks

17. People Love Them

18. Something People WantCase 1 http://www.blogherald.com

19. Case 2

20. from “My Mom’s On Facebook?” and NY Times http://bits.blogs.nytimes.com/2010/12/21/e-mails-big-demographic-split/ http://www.flowtown.com/blog

21. THE BIG 3 IN US 175 M + 500 M + 90 M + User Numbers Taken From Their Websites

22. Leadership Engagement Reasonable Comfort Level With Social Media

24. EMAIL PROS Concise, Timely Content Link to More In-depth Helps Build Relationships Images, Video Many Attempts to Prevent Spam CONS Can’t Recall Message Once It’s Out All Our Inboxes Cluttered Delete Without Reading How Often To Mail? To Whom? Everyone? Target Groups?

25. BLOGS PROS Content Controllable Edit, Remove Others May Have Already Spread it Wide Variety of Content Requires Active Monitoring Response Must Be Measured Authentic Voice Especially Top Executives CONS ‘Content Hog’ Repurpose Other Content Has To Be Active Attempts To Mislead Will Be Found and Called Out

26. TWITTER PROS 140 Characters Immediate Build Following Build Lists (Groups of Followers) Encourage Spread of Important Content CONS 140 Characters Can’t Recall Spreads Virally Faster To Do Damage Than to Build Positive Image

27. COMMUNITY (PRIVATE, BRANDED) PROS Multiple Types of Conversation Individual Blogs, Comments, Discussion Groups, Chat, Events Controllable Requires Active Monitoring Control Not Heavy Handed Great To Hear What People Are Thinking/Doing CONS Few Free Platforms Somewhat Complex To Set Up More Work Than Expected Web Littered With Dead, Dying Communities

28. LinkedIn PROS Gathering Place for Professionals Profiles #1 For Hiring Discussion Groups Interact, Give Advice CONS What’s Not To Like? Can Suck Up a Lot of Time

29. THE POINT(s) There Are Many Social Platforms All Have Plusses and Minuses Can Add Up to A Lot of Time Can Reach People Who Aren’t Reachable In Other Channels With an Authentic Message Leaders Must Understand Selectively Engage

30. Plateaued Increased http://blogs.forrester.com/jackie_rousseau_anderson/10-09-28-latest_global_social_media_trends_may_surprise_you THE OPTIONS

31. What Are the Rules of Engagement?

32. THE RULES OF ENGAGEMENT Don’t Say Something Stupid; It Will Be Spread. What You Say Has Consequences & Long Life. Get The Facts Out There. It Takes Some Time/Learning To Get This Right. Engage, Engage, Engage!

33. DON’T SAY ANYTHING YOU DON’T WANT SPREAD http://www.thesun.co.uk/sol/homepage/news/3436757/Film-of-John-Gallianos-racist-rant-in-bar.html http://www.adweek.com/aw/content_display/news/digital/e3icf8d08a96661a7cabb42600d5209ea75

34. WHAT YOU SAY HAS CONSEQUENCES, LONG LIFE

35. GET IT OUT THERE The ceiling border in the little patient room could use some updating, don't you think? http://www.themarthablog.com/2011/01/my-emergency-room-experience.html

36. IT TAKES TIME TO GET IT RIGHT

37. GETTING IT—OVER TIME

38. ENGAGE!

39. ENGAGE!

40. ENGAGE

41. What Kind of Participant Do You Want To Be? Have Your Own Engagement Policy What Do You Want to Say? Where? To Whom?

42. PERSONAL POLICY > BUSINESS POLICY http://blogs.cisco.com/news/cisco_social_media_guidelines_policies_and_faq/

43. PERSONAL POLICY > PUBLIC COMMUNITY POLICY

44. ?? THE FUTURE OF SOCIAL MEDIA ?? http://www.vincos.it/world-map-of-social-networks/

45. THANK YOU! http://www.slideshare.net/mlr/roi-from-social-media-marketing http://diy-marketing.blogspot.com/ Roberts.MaryLou001@gmail.com