{"id":3315,"date":"2020-02-04T17:45:08","date_gmt":"2020-02-04T16:45:08","guid":{"rendered":"https:\/\/www.open-knowledge.it\/?p=3315"},"modified":"2021-10-26T17:30:35","modified_gmt":"2021-10-26T15:30:35","slug":"social-leadership-when-the-ceo-and-the-top-manager-enable-new-organizational-storytelling","status":"publish","type":"post","link":"https:\/\/www.open-knowledge.it\/en\/social-leadership-when-the-ceo-and-the-top-manager-enable-new-organizational-storytelling\/","title":{"rendered":"Social Leadership: when the CEO and the top manager enable new organizational storytelling"},"content":{"rendered":"[vc_section full_height=”yes” content_placement=”middle” css=”.vc_custom_1582051759971{background-image: url(https:\/\/www.open-knowledge.it\/wp-content\/uploads\/2020\/01\/BLOG-anteprime_Cover-05_Social-leadership.jpg?id=2756) !important;}” el_class=”full-width”][vc_row][vc_column width=”5\/6″][vc_column_text]\n

Social Leadership: when the CEO and the top manager enable new organizational storytelling<\/span><\/h1>\n[\/vc_column_text][vc_column_text] CEO and top manager are called to tell the vision and the values of the company they are representing.<\/span>[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][\/vc_section][vc_row][vc_column][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text]\n\t\t\n\t\t
\n\t\t\t\n\t\t\t\n\t\t\t\t\n\t\t\t\t4 February 2020 \n\t\t\t<\/span>\n\t\t\t\n\t\t\t\n\t\t\t\t\n\t\t\t\t<\/span> 3<\/span> min.<\/span><\/span>\n\t\t\t<\/span>\n\t\t<\/div>\t\n\t\t\n\t[\/vc_column_text][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][\/vc_column][\/vc_row][vc_row][vc_column width=”2\/3″][vc_column_text][\/vc_column_text][vc_column_text]Data and facts \u2013 the ones released by\u00a0<\/span><\/span><\/span>We<\/span><\/span>\u00a0<\/span>Are Social and\u00a0<\/span><\/span><\/span>HootSuite<\/span><\/span>\u00a0<\/span>in their periodic reports on the 2019 Digital global statistics \u2013 suggest an\u00a0<\/span><\/span><\/span>iper<\/span><\/span>-connected scenario.\u00a0<\/span><\/span><\/span>On a global population of 7.5 billion, almost half of the people regularly use social networks, while mobile users are more than 5 billion.\u00a0<\/span><\/span>\u00a0<\/span><\/strong>[\/vc_column_text][wgl_spacing spacer_size=”30px”][vc_column_text]\n

What does digital communication mean to companies, CEOs and top managers?<\/span><\/span>\u00a0<\/span><\/h4>\n[\/vc_column_text][vc_column_text]This scenario shows a challenge for marketing and corporate communication. A lot of connected entities create a considerable amount of incentives, tracks, contents:\u202f<\/span>\u201carising\u201d\u202f<\/span><\/b>with distinguishing and unique messages to the audience, while collecting feedback in real-time to inform decisions,\u202f<\/span>is now essential for firms, brands and companies<\/span><\/b>. The\u202f\u00a0<\/span>pervasiveness of communication\u202f\u00a0<\/span><\/b>and channels enabling any conversation\u00a0<\/span>\u202frepresents both an opportunity and a potential threat\u00a0<\/span><\/b>\u202ffor brands and firms (think of the fake news). That is why there is a vital necessity for the organizations to \u201cshow the face\u201d. In this regard, CEO and top managers, that design the vision and inspire colleagues to the shared goals, play a fundamental\u00a0<\/span>role<\/span>\u00a0also as touchpoints and spokespeople for the brand and the company towards the stakeholders.\u202f<\/span>\u00a0<\/span><\/p>\n

Social networks, websites, video and other multimedia content represent the main channels that eMarketer has been mapping as research areas and prime communication tools for CEO since 2013 (<\/span>www.emarketer.com\/Article\/Social-CEOs-Drive-Company-Visibility\/1009654<\/span><\/a>).<\/span>\u00a0<\/span><\/p>\n

However, if\u00a0<\/span>the CEO and the top manager\u2019s role becomes essential in a context getting more and more digital<\/span><\/b>, the data about their reputation as a guide and inspiration are<\/span>\u00a0no<\/span>t encouraging yet.\u00a0<\/span>The annual study of the public relations company Edelman Trust Barometer (<\/span>www.edelman.com\/trust-barometer<\/span><\/a>) measures the people trust leve<\/span>l and shows that\u00a0<\/span>globally just a low percentage of the respondents believes the CEO\u2019s words<\/span><\/b>. This is a relevant fact on\u00a0<\/span>an<\/span>\u00a0uphill climb.\u00a0<\/span>\u00a0<\/span><\/p>\n