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The Financial Times Guide to Social Media Strategy by Martin Thomas

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PART 4

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Developing your personal profile and leadership skills

Social media is, above all, personal. It originated with technologies designed to connect people with like-minded individuals. For all its potency as a business and marketing tool for brands and corporations, it remains most effective at connecting real people. Most high-profile CEOs have larger social followings than the companies that they lead and all of us are far more likely to engage with a post or tweet issued by a person, than by an anonymous corporate or brand channel. Similarly, the corporate reputation is defined more by the aggregated digital profiles of the senior management team as it is by the official corporate channels.

Our ‘social media footprint’ – the information ...

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