Lead the Future - Shape your Brand

Tweeting becomes a leadership skill? A Management book by brand expert Oxana Zeitler examines the social media strategies of the most successful CEOs in the world, both at home and abroad.In today's connected world, top executives have to be among the top communicators. They need a sophisticated social media strategy and a clearly recognizable personal brand to fulfill this role. In her specialist book "Lead the Future - Shape your Brand: Personal Branding for CEOs, high-ranking managers and business leaders" Berlin-based brand strategist Oxana Zeitler shows what makes a "social CEO": presence, curiosity, attitude and courage. But above all empathy. As the owner of the vision2brand management consultancy (Berlin) firmly believes, "anyone who wants to be successful as a senior executive on LinkedIn, Twitter and Instagram has to have the right mindset". Instead of leaving communications to a press spokesman, CEOs should use these digital channels to establish contact with a wide variety of target groups, get to know new perspectives and consolidate their own mindset. This will help business leaders to strengthen their reputation, improve their company's visibility and build sympathy and trust for it.In this book, Oxana Zeitler looks at the social media strategies of top CEOs such as Microsoft CEO Satya Nadella, former SAP board member Bill McDermott and Goldman Sachs CEO David Solomon. The tweets and posts of German CEOs are also included in the analysis. For example, the author explains how Siemens boss Joe Kaeser pins his political colors to the mast on LinkedIn and how Allianz boss Oliver B te rediscovers himself and "communication on an equal footing" on Instagram. Or how Benno Dorer, one of the few German managers to head a US group, skilfully uses opportunities offered by social media for himself.The reader gains an insight into how leading CEOs position and market themselves and gathers ideas on how to bring their own social media accounts to life. Above all, the book raises awareness of the importance of one's own brand as a leadership tool.