‘What you are will show in what you do.’

– Thomas Edison (1847–1931)

This is not a campaign. This is your life. You’re not going to be able to just ‘do’ social media for a few weeks or months. There is no escaping this responsibility. Social media is not a campaign, no more than having a phone is a campaign. This is an every day, always-manned, forever and ever sort of thing. It needs to be sustainable.

Social media is not just a cost of doing business, a ‘me too’ technology that is too often relegated to the supervision of an intern. Why would you treat such a powerful business tool with such lack of respect? This is an opportunity to shine, to demonstrate thought leadership, to show the world what you are made of. It’s time to get on with it.

The battle for attention is on. ‘Zuckerberg’s Law’, first coined in 20081 and still a bit too new to really be considered a law, shows that the volume of photos, status updates and other online material each individual posts on Facebook has been doubling every year. That’s a lot of social currency.

So far the numbers are already staggering. Facebook users interact with 900 million ‘objects’ which include pages, groups and events. Facebook users trade 7 billion pieces of content per week, including 250 million photos per day.2 And that’s just Facebook.

At no point in the future will you be able to afford to share less than you do now. Socialeaders need to be personally alive and active in this social economy. They must ...

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