Power brokers think the rules don’t apply to them. That’s certainly true of sports stars, rock impresarios and politicians. It’s also true of executives. Take the latest findings released by UberCEO.com that reveal a near total use of social media tools by Fortune 100 chief executive officers.
UberCEO thinks CEOs are either distracted or too timid to engage in the blogosphere. Timidity (or fear) is a likely culprit. But, so too, is hubris. CEOs move in rarified worlds and breathe rarified air. As a result, most think the rules governing mortal men simply don’t apply to them. One needs only to think of, say, Bernie Ebbers, Bernie Madoff, Dennis Kozlowski or Jeff Skilling to prove the point.
I think CEOs think social media is for the hoi polloi. They don’t need, or want, to dirty their hands by interacting with the masses. They already have their hands full with such irritants as analyst calls, CNBC interviews or annual meetings. Who has the time or patience to write a blog, Tweet or maintain a home page on Facebook?
Sure, one needs to factor in Sarbanes-Oxley when conjecturing why CEOs avoid social media like the plague. And, yes, there remains a solid business case why the big kahuna needs to do this citizen journalist ‘nonsense.’ But, I think the average chief executive officer thinks just like the J. Walter Thompson CEO I once worked for. He felt himself above the fray and looked down his nose at lesser mortals. Let them eat cake (or hit ‘send’).
Until, and unless, we have some truly enlightened CEOs sitting in Fortune 100 corner offices, I don’t think we’ll see any blogging or podcasting. CEOs think that’s something for the ‘marketing guys’ to deal with. In the meantime, they have bigger fish to fry: Wall Street is unhappy with the stock performance, the board is questioning the latest downsizing and the charities are demanding some sort of sustainability program. Blogging? Bah humbug!
*Thanks to Greg Schmalz for the idea for this post.