Time to join social networks

We report this week on a survey that finds CEOs are way behind the times when it comes to social networking. As a matter of fact, so far behind that most have not even joined the newest Internet phenomenon. Two dramatic issues in the past week show just how important social networking has become and its multiple uses in the corporate world.

A number of Internet sites crashed June 25 because they could not keep up with the demand of so many users seeking information about Michael Jackson's death. Social networking became a source for information. It also became a place where people grieving could communicate and find comfort together.

Another example of the dramatic impact of social networking is occurring in the ongoing saga of the protesters in Iran. Their words and photos have been cut off from traditional media. Social networks, including Twitter, have been telling their stories at a time when other outlets have not been able to get the story out.

Social networking isn't just a temporary phase. For CEOs who are intentionally disconnected, it's like using a computer dial-up instead of broadband or Wi-Fi. It's like using a typewriter instead of a computer, or a fan instead of an air conditioner. It's denying that the future is upon us, and companies will be handicapped if they try to repel it.

CIOs need to help lead the way and become agents for change, convince their CEOs to get with the times, expand their horizons and try a little social networking to communicate with customers, talk to employees, and reach new audiences and markets. Silence is deafening, but communication is golden. - Judi