In the social media age – where confusion, mistrust and disinformation are rife – effective leadership in the business education sector is about being accessible, transparent, authentic and trustworthy. Trust is the new currency. The days of a dean or professor being able to barricade themselves in the proverbial ‘corner office’ (physical or virtual) and remain cut off from reality are well and truly over. Let’s not forget that there are also great practical benefits for deans, presidents, professors and lecturers to be visible and active on social platforms. What better way to get the attention of potential students who may be weighing up a number of options? If they see a dean or professor appear in their LinkedIn or Twitter feed, talking about the School and course and promoting its benefits – that will have quite an effect compared to other Schools whose leaders are silent. Think also of the enlarged reach you can get in terms
journalists, in politicians – and in leaders. It is, in my opinion, one of the best analyses of where we are as a global society. One of the most consistent findings every year is the need for leaders to stop ‘hiding’ and become more visible – to speak out about the societal issues that their stakeholders care about. The triple crises of Covid-19, the related economic downturn and the urgent need to address systemic racism, have upended peoples’ fundamental values, priorities and expectations, and are profoundly testing our trust in societal institutions. As a result of this, people now expect those who run these institutions – and that includes Business Schools and universities – to stand up and take the lead. They want them to speak out about issues they care about. There is a desire for leaders to demonstrate their humanity, to be seen as trustworthy and to be authentic. To be human .
Social media is about engaging with people. It’s not about trying to sell them something
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