CHAPTER 8
Social Media and Brand—What Today’s CEO Must Know

By giving people the power to share, we’re making the world more transparent.

—MARK ZUCKERBERG

THE TV SERIES MAD MEN, SET IN NEW YORK CITY in the 1960s, is a sexy, stylized, and provocative drama about a bygone era when ruthlessly competitive men and women of Madison Avenue competed with catchy slogans, snazzy posters, and giant billboards. That was branding then. My, how things have changed! Building a commercial brand today is about a lot more than taglines, printed brochures, and magazine ads.

The “social world” has revolutionized branding. Digital communication has broken down barriers, making it easier and faster than ever to reach millions of people. The world is sharing information. Mark Zuckerberg’s vision is real. And in terms of branding, you can look like a giant sitting home and running a business from a single computer. That’s why a CEO in the information age has to understand how and when to participate in new media. The movement toward transparency and a demand for authenticity in the “social” world has a profound impact on your brand.