INTRODUCTION

There was a time not so long ago when a CEO would dictate his correspondence to his secretary. The notion that he type it himself would have been laughed at. Today, the modern CEO is on his Blackberry all day. Tomorrow, business leaders will be the masters of their own social media empires.

This shift has already begun. Increasingly, business needs people who treat social media as a professional thought-leadership tool, both for their own careers and for the benefit of the company they work for. We want to do business with those who make social media feel less like mass marketing and more like customer service. We seek out those whose influence has grown through caring for their community.

The future needs Socialeaders. A Socialeader is someone who treats social media as a professional thought-leadership tool, both for their own careers and for the benefit of the company they work for. It’s someone who makes marketing feel more like customer service. It’s someone whose influence has grown through caring for their community. A Socialeader acts as a role model in the workplace, demonstrating how to use social media tools professionally.

Why should you care about your digital presence, or how much online influence you have, or whether you know how to build social capital among relevant social media communities? Simply, you will be socially and economically disadvantaged if you don’t.

An alternative economy is fast being built on top of social media. And those who ignore ...

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