当前,首席执行长们正备受压力,需要表现得易于接近并显得“真实,但社交媒体需要的是快速发出的、未经雕琢的更新信息──而这些信息会像病毒传播一样迅速蔓延──这就让公司最高管理者以及他们所代表的公司承担着各种风险,例如诉讼、商业秘密泄露,以及惹恼消费者。
Many corporate leaders say they are too busy running a company to spend time posting 140-character messages to Twitter, or retweeting posts from followers. What's more, for some companies, the business case for using the site can seem unclear, with no direct correlation between Twitter followers and sales.
很多企业领袖表示,运营一家公司已经够忙的了,他们可没有时间再去推特发140字的消息或是转发关注者的帖子。此外,对一些公司来说,由于推特账户上的关注者与公司的销售业绩之间并没有什么直接的关系,使用推特服务在商务方面的影响看上去并不明朗。
At least one leadership expert thinks those arguments are shortsighted. Most CEOs should accept that social media is part of their job description, says former Medtronic Inc. CEO Bill George, a management professor at Harvard Business School and avid tweeter. 'People want CEOs who are real. They want to know what you think,' he says, adding: 'Can you think of a more cost-effective way of getting to your customers and employees?'
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2020-09-15
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