The most successful leaders and businesses in the future will be those who are the most socially responsible.
Social media is forcing businesses, politicians and leaders to be more socially responsible. It will reward those who are. And remove those who aren't.
This is a strong and very interesting book about how social media drives social change and social responsibility in the world. The world needs change and is changing. This book was launched at the heart of the business world. New York Stock Exchange.
It reveals a massive shift taking place in modern business as consumers demand companies to become more socially responsible. Consumers, according to Jones, “will punish those businesses they view as irresponsible.”
At a book event this past week at the New York Stock Exchange, Jones detailed how BP CEO Tony Hayward could have handled his public relations disaster better than the PR failure it was. He laid out a three-point plan for 21st century business leaders:
- To start with, run your companies well and behave socially responsibly.
- Avoid “Greenwashing:” Don’t pretend you are something you are not.
- Stand up and speak the truth quick, if the worst should happen.
The CEO of New York Stock Exchange, Duncan Niederauer, introduced David Jones at the event by saying, “For companies, how they behave socially and the impact they potentially have is going in large part to be determining the winners and losers going forward. In the old days, if you had a good product at a fair price that was enough. That is not longer enough. Everyone expects you to be a good corporate citizen as well.”
The future is about CSR stated the NYSE leader. However, “c” no longer stands for “corporate,” but rather “collaboration.” The new CSR going forward is “Collaborative Social Responsibility” according to Niederauer.
Jones’ book has some high-powered endorsements including Desmond Tutu who writes: “Business has both a responsibility and an opportunity to be a major force for good in helping to solve some of the most pressing problems of our time.” Also supporting Jones’ “Doing Well by Doing Good” ethos is Arianna Huffington who claims: “Corporate America’s embrace of good causes is not a mere feel-good marketing ploy – it’s the way of the future.”
Perhaps David Jones’ most important note for modern leaders is to: “Lead by example.” In today’s social media world says Jones, “The truth will out.” Being honest and open is more important than having all the answers. Therefore, full disclosure is the best way to run your company. Writes Jones:
“Speed, transparency and authenticity are not the only rules of the game for social media; they are the rules for the game for running a modern business.”
