The problem
Even as individuals increasingly embrace social technologies, many leaders fear the risks of unbridled information and see difficulties meshing the open dynamics of social media with existing communications processes.
Why it matters
When leaders shy away from social media, they inhibit collaboration, knowledge sharing, and the tapping of employee capabilities that collectively can create a competitive advantage.
What to do about it
Leaders need to develop new social-media skills and help their organizations do the same.
At the personal level, leaders must be able to produce compelling, authentic content; master the new distribution dynamics; and navigate information overload.
At the organizational level, leaders should encourage usage through thoughtful orchestration and role modeling, become architects of a social-media- friendly infrastructure, and stay ahead of rapid technology shifts.