Americans want business leaders to "address company vision", "company products and services" and "customer service issues/experience" when they post, tweet or share on social media.
Forget the "personal stories and anecdotes" and "professional development tips". Nobody apparently cares. So concludes the 2016 G&S Business Communications 2016 Global Street Fight Study on leadership as outlined in the infographic below.
I don't believe it.
You mean to tell me that given everything we know about the pleasure and positive consequences on reputation, brand, and conversion of thoughtful and passionate storytelling, the numberless slivers of quality visual content available on Instagram, Pinterest, Ello, and SnapChat stories, and the ingenious design and imagery at hand at every turn online, that all we expect of leaders is the prosaic?
I think the study manifests a failure of survey respondent imagination. For the sake of everyone who uses social networks (all of us) or cares about igniting imagination, compassion or even interest, I hope every content strategist ignores it.
But there is some good news for creative content producers—and for CEOs who can't write or think visually—thankfully 72% of people don't care if you use a ghostwriter or jobbing designer.
So, let writers, videographers, graphic designers and cartoonists take no notice of what people say they want and give them what we know in our hearts works.