Slowly but surely, business leaders are shifting their attitude toward social media â€” from seeing it as a threat to discovering its very real opportunities.
And their attitude matters, a lot. Social media is about people, not technology. Its business value does not come from social software or a snazzy website, even one with 800 million users. Its value stems from how business leaders, from senior executives to managers, use it to foster new collaborative behaviors that materially improve business performance.
Leadership attitudes, and the organizational culture they spawn, are critical to social media success. They are among a company’s most fundamental social media assets â€” or liabilities. Here are the six basic categories that business leader attitudes toward social media fall into…