Public Relations & Social Marketing Insight

As the discussion around social media evolves to social business, the social employee is becoming more and more important to the future of marketing... ... The current challenge facing businesses today is this: you can’t communicate externally unless you communicate internally. Sounds simple, right? But, unfortunately, business culture over the last 30 years (or even longer) has tended to prize cutthroat competitiveness and information hoarding as workers attempted to climb over each other in order to get to the top. So how do we change this? How do we build cultures where transparent internal communication and information sharing is prized above all else? Real culture change must come from all levels of the organization, but it must be driven and modeled by the executives in the C-Suite. Successful organizations in the new business climate have dynamic, engaging social executives who know exactly how to fuel and empower their employees and show them what it means to be social. Executives must understand that “do as I say, not as I do” won’t cut it among today’s workers. If they expect their employees to adopt new social habits, they must lead the way and model those habits first....