Bruce MacLellan is chief executive officer of Environics Communications.
Conservative MP and party leadership contender Tony Clement recently joked that the first draft of his announcement speech was just 140 characters long. Mr. Clement was wise to add some humour to his remarks, in part because he is known in news media and political circles as a prolific social-media user. He tweets policy announcements and puts a good part of his day on Instagram, even including a selfie of him and his barber during a haircut.
The Environics 2016 CanTrust index study shows a direct connection between social-media activity and trust. More than three-quarters of Canadians, and 85 per cent of those of ages 18 to 24, feel it is important for the chief executive officer of a major company to be visible and accessible to the public on social media. Canadians older than 50 are most likely to say it is "very important" (40 per cent versus the national average of 31 per cent). Most primary shoppers also feel it is important.
Our study reveals that large corporations are not well trusted and that certain sectors, such as energy and even social-media platform businesses, lag considerably. An open and accessible CEO can improve a company's trustworthiness, and most Canadians feel this should include a presence on social media.
There is evidence active social-media use by politicians is also a smart strategy. Calgary Mayor Naheed Nenshi and Toronto Mayor John Tory are both successful users. Canadians are most inclined to say they trust their CEO or most senior boss at work (52 per cent) to do what is right for Canada, Canadians and society, although only slightly more so than their community's mayor (50 per cent). Those in Calgary are more likely to trust their mayor, at 66 per cent.
Here are seven recommendations to guide CEOs and leaders on social media:
1. As with everything in life, social media needs moderation. It's a communications tool, not a weapon of destruction. Resist your narcissism.
2. The older you are, the more you need a younger social sherpa. If you are an analog native, find a digital native to be your coach and tutor. People in their early 20s can be quite effective in this role.
3. Be your authentic self. Successful leaders are actively engaged themselves. It's okay to have support, but just as with preparing a speech, don't delegate away all content and insight.
4. Know your audience and what they follow. A public-sector leader should be on Twitter (among other platforms), but a consumer-packaged-goods leader should consider Instagram. A software company executive might be better on LinkedIn. Use data and analysis to pick your spots and walk before you run.
5. Craft a social recipe that includes the correct amounts of business, personality and observation. As a leader, you need to communicate your views, but don't go overboard about what you had for breakfast or what city you're in today. Commenting on events allows you to build your reputation for insight.
6. Large corporations are not well trusted. Leaders should seek opportunities in their social communications to collaborate or align with not-for-profit organizations, which enjoy significantly higher levels of public trust.
7. Finally, set an example and then make sure your management team knows that social activity and awareness are part of their development, too.
To lead effectively, corporate heads need to embrace social media. Most Canadians expect it and millennials demand it.