Executives often fail to realize how much reputation actually drives profitability of business. But you have to ask whether you’re the type of CEO who will find it a joy versus a must-do.
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