by Cindy Hayes
When someone speaks about the leader – the boss – the CEO – there is a very definite picture that comes to mind. The suit, the tie, the slick-backed hair going gray at the temples, etcetera. (Much like Mad Men). Who could possibly have known that in the 21st century, the greatness of a business leader would be based on who ran the company with the most successful social media campaign?
Steve Jobs was that barefoot guy in jeans. Perhaps if we look closer, seeing as that Jobs was the innovator who brought the masses 
some of the most technologically-apt gizmos in the world, we would see that the definition of leader changed with him. We should have known that profit would one day be all about a company’s presence on Twitter, Facebook, LinkedIn, Pinterest (this list could go on and on).
Nowadays a leader must have the mindset that a great deal of their profits, customer base and marketing budget will come or be spent on social media. From the regular networks where advertisements must be run constantly, to websites that must be updated continuously with the latest industry content by social media writers, to the pictures and images that must be vivid enough to outshine the competition, to mobile apps that will have to be a part of the social media/PR of any company if they want to grab those locals/natives and make sure they walk through the doors – everything about profit is embedded in social media. And all of this must be monitored 24/7 by a social media/PR team that the leader trusts. If not, then one wrong move or one bad review on just one network can bury a company before it ever has the chance to get off the ground.
Leaders once needed to be able to create enthusiasm in their workers; they needed to empower their staff and instill confidence in them so that the staff would then go to the customer and show that confidence, inspire them to purchase the product or service that the leader wanted to profit on. In 2013, the leader must still do all this, yes, but they must also find a way to inspire, excite and instill confidence about their product line through social media means.
In order to face these challenges of working with electronics instead of face-to-face, hands-on speeches given to the team, a social media/PR team is being brought on board with companies that range in size from the small to the large, with franchises needing the added skill of a social media team that understands the power and inner-workings of mobile apps.
An effective leader in 2013 must find a way to keep their company profitable, even in an economic downturn. By utilizing social media correctly, a ‘going out of business’ sale can certainly be avoided, but only if the social media is done well.
Leaders not only have to have communication with their staff in 2013, but they must also have communication over the internet with their clients. They need to show their customer base who they are, what they’re about, and prove that they are the solid leadership behind a solid company that will only benefit the customer, and give them the best product or service that other companies simply can’t provide.
Instead of just needing to inform the staff that there is good news, the leader in 2013 must also do this with the client. They need that social media/PR team to make sure to announce the good news through social networks so the target audience can know all about it, and be excited that they’ve found a company worth ‘buzzing’ about to their friends.
A leader in 2013 not only has to build trust with their staff, they have to build the same trust with their clients. They need to have a relationship in this extremely fast ‘click it’ world, so that customers will stop on their website and not zoom right on by it. When it comes to events and benefits for the staff, the leader must now offer events and benefits to his customers over the Web. This engages the customer and brings them through the doors or straight to the website.
Great leaders are great minds, They look ahead to the future when it comes to innovative products and state-of-the-art technology. They are always searching for the next big idea and how to make it come to fruition. But first, in 2013, they must look for a social media/PR team that can help them be the profitable and beloved leader they want to be.
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Source: BeFirst Media / Baret News Wire