There\u2019s no such thing as a blanket answer in digital marketing and PR.\u00a0 Just because company X is doing something is not by itself a reason your company should too.<\/p>\n
Karlie Justus recently\u00a0wrote a post\u00a0over on Social Media B2B on why your CEO should be using YouTube.\u00a0 That could not be a more untrue statement.\u00a0 It\u2019s tactical and without rhyme or reason behind it\u00a0 makes no sense.\u00a0 Especially in the B2B space.\u00a0 Anyway, let\u2019s go through a few points in her post:<\/p>\n
CEOs using Twitter\u00a0have received the most attention when it comes to social media for the C-level set, but what about YouTube?<\/p><\/blockquote>\n
What quantitative or qualitative data does Karlie have to make this statement?\u00a0 The answer:\u00a0 a link to a single Business Week article that displays 50 CEOs who use Twitter.\u00a0 That\u2019s all the proof I need, I\u2019m sold that this is accurate (aren\u2019t you?).<\/p>\n
If your B2B company is utilizing YouTube (and it should be), here are some reasons your CEO should be a regular contributor:<\/p><\/blockquote>\n
\u201cAnd it should be?\u201d The answer to this is maybe \u2013 not a blanket \u201cyes, we must be here!\u201d\u00a0 Too many marketing and PR folk are quick to dive into tactics without considering how it fits into a strategic roadmap.\u00a0 While there is importance in\u00a0experimenting, you probably shouldn\u2019t jump into that at the start.\u00a0 Experiments should happen within the framework of something more mature.\u00a0 You company and its CEO \u2013 as anything else \u2013 should not jump in without rationale.<\/p>\n
2.\u00a0 Thought Leader<\/strong><\/p>\n
By joining the small ranks of B2B CEOs proactively using YouTube, your CEO will automatically become a thought leader in the social space.<\/p><\/blockquote>\n
This is the best part of the article worth highlighting.\u00a0 Merely by joining other CEOs using YouTube, your CEO \u2013 as Karlie puts it \u2013 will\u00a0automatically<\/em>\u00a0become a thought leader<\/strong>.\u00a0 Automatically.\u00a0 Really?\u00a0 It\u2019s that easy?<\/p>\n
This is almost an insult to any CEO who is considered a thought leader in the social space.\u00a0 As if joining YouTube is all it takes.\u00a0 I\u2019d love to hear the take of any CEO who actually\u00a0is<\/em>\u00a0a thought leader and has put in the arduous years of effort.\u00a0 I wonder if they think it\u2019s that easy, and all other B2B CEOs can automatically become thought leaders just by using YouTube.<\/p>\n
A regular video post can go a long way to develop these relationships, especially when you consider that many of these people may never actually lay eyes on these busy men and women.<\/p><\/blockquote>\n
It depends.\u00a0 Some companies \u2013 along with their CEOs –\u00a0\u00a0should run from social media\u00a0altogether and would be wiser to stay away.\u00a0 The blanket statements of social media being a panacea are so wrong it\u2019s laughable.<\/p>\n","protected":false},"excerpt":{"rendered":"
There\u2019s no such thing as a blanket answer in digital marketing and PR.\u00a0 Just because company X is doing something … <\/p>\n