What Retail Dietitians Can Learn from Social CEOs

What Retail Dietitians Can Learn from Social CEOs

January 7, 2015

When you were young in your career, you may have been told to “dress for the job you want, not the job you currently have” and to “fake it until you make it,” but, did anyone mention enhancing your social media presence as a key factor to advancing your career? 

According to Ted Coiné and Mark Babbitt authors of A World Gone Social, when looking for a leader, more boards are valuing CEOs that engage socially. In fact, the current social climate is gaining so much traction that social fluency will likely be on almost every board’s list of must-have leadership skills. Already, given a choice between similarly strong candidates — one with an impressive social presence, the other without – the choice is easy: boards increasingly prefer the modern leader. If you intend to move up on the retail dietitian corporate ladder to the C-suite, authentically approaching social media is one of the keys to success.

Currently, Coiné and Babbitt say that CEOs who embrace and understand the promise of social media are so rare that they refer to them as “blue unicorns.” Why blue unicorns? Because CEOs who embrace social authentically are still so uncommon that “we aren’t just looking for any unicorn, we’re looking for a specific color of unicorn.” Here are some of the top traits among CEOs that Coiné and Babbitt observed over five years spent trend-watching and interviewing leaders:

Insatiable Curiosity
Truly social CEOs are endlessly curious. And that curiosity leads to the question, “What are people saying about our company? Our competitors? About their wants, needs, and aspirations that no one is fulfilling right now?” Many social CEOs are first drawn to social to listen. There’s hardly a better way to collect real-time feedback, both through social monitoring and engaging followers.

Connect Instead of Promote
Want to spot an antisocial CEO? What are they sharing on social media? Are they authentically endorsing their company while also interacting with others? Or is their feed clearly a place for self-promotion? Are they answering questions from concerned stakeholders? Or are they only saying what investors want to hear? Social CEOs put down the digital megaphone and build relationships instead.

This list and the full findings from Coiné and Babbitt leaves us with a lot to consider. Are there ways you can improve your social media presence to boost your retailer’s brand, while building customer relationships through regular social interactions? Consider how you, as a retail dietitian, can use social media channels to learn, connect, share and contribute with transparency and authenticity.

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