“We can’t all have “geniuses” representing our brand like Apple does, but never underestimate how brands can be personified by the simplest virtual and face-to-face social communication.”
This from Christa Carone (@ChristaCarone), CMO for Xerox, in a piece in the Harvard Business Review last month on the power of a CMO leading by example in their use of social media.
Carone understood being an active participant, not a passive observer, was required to understand social media.
She also wanted to show her team, as a true leader, that using social media could change the public’s perception of Xerox as one of a copier company to one of business process outsourcing, where most of their revenue is derived today.
As I read Carone’s story of a using social media for a year all I could think of was law firm CMO’s. Where are they in their active use of social media to make sure they understood social media and leading by example to influence the perception of their law firms? Continue Reading