Today, it isn’t enough for the social executive to send in the plays from the sidelines – although providing direction and mission/vision/values to the organization is essential. The social executive needs to be a player as well. So, the analogy of player-coach comes into view. True social executives are players. They lead by example. They are active in social media from tweeting, to blogging to LinkedIn, and more – based on their particular interests and comfort zone. These social leaders are the managers of the future. Their use of social media tools is visible to their social employees, customers and prospects, as they build a culture of engaged, dedicated social employees.
In an age where social media rips the covers off the behind-the-scenes aspects of business, leading brands are realizing the importance of encouraging their employees to develop social voices. “Branding from the Inside Out” will examine case studies from IBM, Dell, Cisco, Adobe, Southwest Airlines, and other leading organizations that have successfully created a social culture by establishing a shared sense of mission, vision and values. Brands are learning that if a brand cannot communicate internally it cannot communicate externally. It will focus on how successful social businesses ignite their brand’s story by encouraging employees to be socially fluent and engage within and outside their companies