Like a finger wag without a “Like” button, although HR and C’s are in the top 20

Time and again when business executives look at my business card and see the LinkedIn, Twitter and Facebook icons, I get a smirk and then:

“So you’re on those social networks, huh?”

Like a finger wag without a “Like” button.

And then, “I just can’t see sharing personal information with people I don’t know. Why do you do it?”

Great question.

It’s not because I want to be liked. I mean, I do, but that’s not why.

I do it for the networking and the learning.

We’ve been networking a variety of ways in business for decades, whether that be at in-person events like the HR Technology Conference & Exposition this week in Chicago, or closer to home for me at the Freelance Camp Santa Cruz next weekend, or on the golf course, or at charity fundraisers, or at our children’s school functions…

Social media is just the new networking.

But regardless of how many of us have been blogging since the early 2000’s or how many Twitter followers we now have or how many connections on LinkedIn we now have, or the fact that there are 550 million folks on Facebook, there are lots of people who still don’t use social media.

At all.

Like many business executives. Although that’s changing.

Last month there was a Mashable post titled How CEOs Will Use Social Media in the Future. As younger execs replace older ones, the slide to social usage will most like increase.

For reasons such as:

  • They grew up using all the tools/services — it’s second nature
  • Increased transparency and authenticity
  • Increased public engagement for an empathic connection
  • To help create the vision around their org’s social media participation
  • Recruiting, scouting and learning (already being done a lot more today)
  • Customer relationship management

Then I came across the NetProspex Social Index (NPSI), which was used to score and rank social network activity across the top social networks, including Twitter, LinkedIn, and Facebook. The data was mined from NetProspex’s expansive database of over 2 million crowdsourced business contacts.

The NPSI (NetProspex Social Index) score is comprised of:

  • Social connectedness: The number of employees with at least one social media profile
  • Social friendliness and reach: The average number of connections per employee across major social networks
  • Social activity: The average number of tweets, number of followers, and number of users following

The top 20 social “jobs” are as follows:

  1. Marketing / Chief Marketing Officer
  2. Human Resources and Recruiting
  3. Communications / Public Relations
  4. Information Technology (IT)
  5. Sales
  6. Chief Information Officer
  7. Technical Support
  8. Investor Relations
  9. Customer Service
  10. Office Manager
  11. Chief Executive Officer
  12. Compliance
  13. General Entry Level Employee
  14. Research and Development
  15. Chief Operating Officer
  16. Chief Financial Officer
  17. Administrative Assistant
  18. Payroll
  19. Treasurer
  20. Maintenance

Marketing makes sense at the top, although I was a little surprised human resources was number 2, even being combined with recruiting.

Kudos to HR!

But check out the C-suite in the mix. You can read the full report here if you’re interested.

Social media is just the new networking and transformation leadership is all about connecting with all your customers empathically, inside and out.

You don’t have to share intimate family secrets or pictures online, but remember that people do business with people and business they know and trust.

Think about that the next time someone hands you a business card with icons.


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