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In our article, we make the argument that in the age of social media leaders need to develop authoring capabilities that enables them to produce compelling messages across a wide spectrum of media, especially via blogs, tweets, and video.
We believe that creating attractive and meaningful content becomes ever more important as leadership in organizations is not any more defined by formal hierarchy only, but is increasingly driven by informal influence in the social space - within and outside the organization. The ability to make oneself heard in a way that makes sense for the community and engages others may yield more power than authority based on traditional command and control.
Leaders may chose to outsource their social media activities to assistants or their communication staff, for a variety of reasons: They don’t have the time, they are intimidated or just unfamiliar with the new medium, they fear to appear unprofessional, they lack technical skills, and more. But delegating communication becomes an oxymoron in the social space that is defined by interactivity, dynamic relationships, and reciprocity.
Social media allows leaders to brand themselves and shape their identity in novel ways. Maybe even more important, it enables them to position, brand, and market the value proposition of their function, department or division to the stakeholders within and outside the organization.
The “producer” section of the SixSkills Global Dialogue is dedicated to exploring how leaders can develop and hone that capability. We are interested in your perspective no matter if you are an avid user or are just starting to toy with the idea of creating content for social dissemination. For instance:
We are also interested in the perspective of thought leaders who observe this space and can contribute conceptual thinking, analyses, or empirical data. Questions that come to mind are:
Let’s start the conversation!