Bonin Bough is the Director of Social Media at PepsiCo. He was previously the EVP and Director of Weber Shandwick's global interactive, social and emerging media practice, and was the founding member and SVP at Ruder Finn Interactive. His work has won a number of awards including a Webby, a Stevie, a Golden Pencil, a Sabre, a Big Apple, an AdTech, a Com Arts and a SxSW Viewers Choice award.
Question: Should business leaders be on Twitter?
Bonin Bough: If they want to do it, then they should do it. If they don't want to participate on Twitter, and they would rather participate on Facebook – whatever you feel comfortable or interested in... You look at a guy like Tony from Zappos – I mean, wow! How amazing has he been in terms of paving the path for forward-thinking CEO's on these type of platforms. But even more than that, what he's done to drive his business and the reputation. I think that we fail sometimes to realize how much reputation actually drives profitability of business; participation in purchase... reputation is so huge. These are huge reputational platforms for us, so I think once you start looking at it that way; I think it becomes a lot more advantageous potentially for CEO's. But I think it all boils down to, are you the type of CEO that's gonna be happy participating in this and find it a joy versus a must-do? That's the last thing you want is ...ugh... I can imagine how - I get a lot of emails. I can only imagine. And then you have to, if you're not passionate about it, have to check that too? That's not fun.
Recorded June 18, 2010
Interviewed by Victoria Brown