Winston Churchill is Now on Twitter

Defining Leadership for the 21st Century

Winston Churchill was a leader that would fit right in with today’s social media culture. In his time, Churchill’s astute observations delivered with brevity and wit helped to build what would become his towering reputation. Although public speaking was the primary medium of the day, Churchill was a prolific writer who came up with some of the best, less-than 140 character quotes in history. Consider this example:

“History will be kind to me, for I intend to write it.”-Winston Churchill

A true leader can be defined as someone whom others are willing to follow, no matter the consequences. The ability to communicate a vision and set a new course of action during times of crisis is especially difficult. Churchill’s commanding presence on the world stage was a result of his talent to use language to persuade, convince and sway public opinion toward his way of thinking.

Today, the entire structure of communications as we know is irrevocably changed. While Twitter documents the minutia of our daily lives, Facebook showcases our weekend updates, and LinkedIn tracks our every career move. Corporate leaders have to work harder than ever to communicate their vision and get others to follow them. Social media has become the great equalizer. We now expect heads of companies to talk to us directly, to engage in online brand discussions, and to respond to questions in real time.

Many CEOs today are notoriously reluctant to engage social media. The confidence to share ideas and enter into public discussions through micro blogging does not come easily. The very idea of opening up to customers, constituents, and colleagues can be unnerving for business leaders. A common reaction is analysis paralysis. Companies decide to stay on the sidelines, opting for security over strategy.

Prior to the onslaught of social media, this may have worked. CEOs were shielded from public scrutiny. Companies controlled their message, and minimized communication channels. Today this is no longer an option. Companies can either talk about themselves, or somebody else will. The blogosphere is filled with commentary about brands, companies and the executives who lead them.

Those reluctant to engage in social platforms are missing the point. New ways to communicate directly with constituents is empowering. Leaders now have the potential to use words and ideas to build follower communities and brand enthusiasts. Micro blogging creates a personal narrative, which allows executives to be seen as real people. This skill can be learned and integrated into a company’s communications strategy. CEOs can directly influence public perception about themselves and their brands.

"There is no such thing as public opinion. There is only published opinion." -Winston Churchill

While many executives see only the risk of social media, others see the potential to demonstrate their commitment to customers and causes. Leaders like Tony Tseih of Zappos, and Jeff Swartz of Timberland are excellent examples of CEOs that successfully use Twitter to provide an inside look at their business. Mr. Tseih has been credited with a social media strategy that attracted the attention of Jeff Bezos, who acquired the company last summer. Mr. Swartz uses social channels to focus attention on climate change initiatives. Founder of Digg, Kevin Rose, is a prolific micro blogger. With over a million followers and 3,000 Tweets, Rose shares both business and personal insights on a daily basis. Like many early adopters, he uses Twitter as his own private broadcast network.

One of my favorite Twitter CEOs is Blake Mycoskie, the founder of TOMS Shoes. TOMS provides a pair of shoes to a child in need for every TOMS shoe purchase. Mycoskie tweets about the people he meets, international travel, and ideas that interest him. Continuous updates about work, play, and core values help to humanize a CEO, which in turn humanizes the brand. Over time this creates a new breed of loyalty; as customers begin to feel that they are following the tweets of a trusted friend.

A New Kind of Leadership

Winston Churchill’s style was to communicate constantly. He interpreted events as they unfolded, and explained what he intended to do about them. He was a real time communicator, which is analogous to today’s social media culture. During some of the worst bombing raids in Great Britain’s history, Churchill provided comfort to an increasingly desperate country with a few, well chosen words:

"These are not dark days: these are great days - the greatest days our country has ever lived."

Today we are all engaged in writing our own history, one micro blog at a time. That history includes defining who we are as people, as corporate citizens, and demonstrating values that go beyond bringing products to market. In a relationship economy, people are looking for a reason to work with you, to buy your products and to trust you. With the widespread adoption of social media, companies can shine a light on all the good they are doing for their business, community, employees and customers.

Leaders cannot be all things to all people, but they can certainly be true to themselves. Developing a culture where executives are forthcoming and transparent will change the leadership dynamic forever.

If Winston Churchill really were on Twitter, this would have been his most insightful Tweet ever.

“You have enemies? Good. That means you've stood up for something, sometime in your life."