The Unstoppable Organization

14SOCIAL MEDIA: STRATEGY VERSUS DISTRACTION

Distracted from distraction by distraction.

Thomas Stearns Elliot, Literary and Social Critic

I would be remiss if I wrote this book about how unstoppable organizations are growing with and through their people and didn’t make a brief mention of social media, a powerful tool that many of the organizations I interviewed and interacted with during the past several years are using in various ways. What I’ve learned is that, as social media platforms come and go, it has become increasingly difficult for most CEOs, executives, and leaders to assess which platforms work best, and more importantly, where and how they should deploy a platform in order to reap a quantifiable benefit of some sort. In this chapter, ...