Getting your biggest influencer talking: Helping your CEO use Twitter

This is a guest post from Ferg Devins, Chief Public Affairs Officer at Molson Coors in Canada.

We’ve welcomed a new President and CEO to Canada at Molson Coors, Stewart Glendinning. Interestingly enough he had a Twitter profile established when he arrived but it had little to no activity. When he started with us, Stewart was truly intrigued by social networks and wondered how he might put it to better use.

I’ve always stood by the opinion that one goes on Twitter when one truly understands their “purpose” for being on Twitter.

As I talked further with Stewart, he and I realized that there was a need for him to get out and about and known in the business in Canada. He actually admitted that he was setting his own personal goal of interacting with a customer or partner of Molson Coors at least once a week. Alas…why not “tweet” about that rendezvous or encounter on a daily basis?

The “purpose” for Stewart on Twitter was quickly established as a way to connect with the business at the front line.

It is also a way for our CEO to connect with our sales teams and gain their interest in linking with him to raising awareness for their efforts in the field. Along with the direct benefit of interacting with customers, the word of mouth that can stem from our CEO embracing social networking to engage should have a positive effect in humanizing our business.

This is an example of how CEOs can participate meaningfully in a social network while deepening their understanding and connection with the front lines of the business.

Feel free to say, “hi” to @SGlendinning1 and congratulate him on his bold move.


About Ferg Devins

Ferg Devins is Chief Public Affairs Officer at Molson Coors in Canada. He's been in the beer business in Canada for 28 years with a huge passion for the community and all things social. He was an early adopter and advocate for Molson Coors in the social space and can be followed @MolsonFerg.

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