My slides from today’s presentation, “The Who? What? When? Where? & Why? of Social Media: A CEO’s Guide”


This morning I was honored to present to the Greater Fort Wayne Chamber of Commerce’s CEO Round Table group. My presentation, “The Who? What? When? Where? & Why? of Social Media: A CEO’s Guide,” focused on what business leaders need to know in order to guide the organization toward the effective use of social media. In short, the CEO’s role is to understand how social media is changing the audience’s expectations, hire carefully, provide the team with unwavering support and then get out of the way–but it’s obviously a little more complicated than that. I believe the CEO also should play devil’s advocate in the organization, asking probing questions to ensure that social media is driving real-world results and not being used as a substitute for real work.

One thing’s certain: social media has implications for every business, so CEOs need to consider it just as carefully as other aspects of their business. While they may not necessarily need to know how it all works, it’s critical that they understand the business case for social media and the very real opportunities and challenges it presents.

One additional note: it’s impossible to cover everything in a one hour presentation, so I also shared a year’s worth of my Greater Fort Wayne Business Weekly columns with the group for some additional perspective. You can access those columns as a single PDF by clicking here.

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2 Responses to My slides from today’s presentation, “The Who? What? When? Where? & Why? of Social Media: A CEO’s Guide”

  1. Andy Welfle says:

    I think this is a very valuable topic — So many CEOs don’t understand the value (see: monetization) of social media, so they think they don’t need it. Did you get many good questions? What were some of the best, and your answers?

  2. ajjuliano says:

    Thanks for the comment. The group asked great questions. We spent a lot of time talking about the risks–competitors learning about their customers, for example. My answer was that there is more risk in not being available via social media than there is in exposing customer information via social media. However, every business is different, and different tools provide different levels of risk, so businesses have to carefully consider their choices before jumping in with both feet.

    I also had a great conversation with one CEO about the need for a written strategy. I said that an organization without a written strategy really has no strategy. Any organization that’s serious about making social media work must take the time to articulate, in writing, what they hope to accomplish, how they’ll measure success, what tools they’ll use, and who will do the work. Without that document, it’s going to be easy–likely even–to stray from what’s most effective.

    Great group, and great questions. I wish I had more time with them, but I was glad for the 75 minutes they gave me.

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