Public policy, private leadership and social media

Does leadership always involve decisive overt action? When does good leadership by a firm on a issue of significant public interest suggest one stands back rather than steps forward?

We have just ended our annual 'Global Horizons' conference, where one of the most interesting panels looked at leadership -- and the communication dimensions of this -- in a 'wired world'.

Debate included not just social media as a tool of (and something impacting) states' foreign policy, but also the policy of social media firms in dealing with states using their platforms in this way, with censorship / self-censorship on content that affects public policy issues like security or human rights, or firms' policies in designing applications intended to promote popular participation in governance and accountability.

(The recent reaction to a Youtube video deemed offensive to Islam has of course given further impetus to these debates, discussed previously -- here).

The panel at our conference spoke about the risks and limitations of social media platforms, but tended largely to adopt the view that leaders (from whatever sector) who did not use Twitter and other tools risked losing the initiative. Nature abhors a vacuum, went this argument, and if one doesn't fill it with one's position, others could distort or swamp that position.

However, it strikes me that there will be cases where leadership by a private sector executive (or group of them) on an issue that has spiked in public importance might sometimes involve saying less, not more.

That is, contrary to the idea that leaders should 'not just stand there, but do something!', might there not be circumstances where the better position is 'don't just do something, stand there'...?

What do I mean?

I was running the Africa discussion group where some participants were interested in discussing South Africa's recent mining sector unrest. One issue that corporate leaders continue to grapple with in that country is how far and when to raise their head (singly or as an industry) 'above the parapet' on hotly-debated, highly-politicised issues.

I don't purport to have any particular insight or experience on the tricky question of how CEOs of big mining firms should show leadership on issues that appear to rise above labour relations and become part of national debates about livelihoods, access to essential services, free expression and so on. Business leaders played a central role in facilitating government-ANC negotiations that led to the end of apartheid and democratic elections -- how's that for 'private sector, public world' -- but this was principally a behind-the-scenes role. The mining (and wider business community) in South Africa has been internally divided on the utility of entering public debates on issues such as proposed mines nationalisation in that country.

There is a role for business leadership on public policy issues in Africa, especially (as my last post intimated) where governments are unable or unwilling to address, for example, social issues that perpetuate injustice (and might potentially disrupt business activity). Indeed, I can imagine writing many a post decrying the lack of private sector leadership on some issues. Moreover, CEOs are often entitled and probably well advised to put their side of a story that has entered the public domain in an acute or serious way.

However, I can envisage many circumstances where 'leadership' by corporate actors involves saying less, not more, on an ongoing issue.

The main issue in corporate leaders speaking out on public debates -- whether through loudhailer or Twitter -- will be credibility.

If that is so, most of the leadership that firms could show might amount to deeds, not words. So while big business in African settings may need to ensure its contributions and constraints are better appreciated in the wider community, I do not think this necessarily means an over-active media profile on hot, hard case debates. Often it may be more appropriate -- and safer for firms -- that officials lead on politicised policy issues.

I think of these lines in Rudyard Kipling's great poem on leadership, 'If':

'If you can keep your head when all about you
Are losing theirs and blaming it on you ...

... And yet don't look too good, nor talk too wise...'

Talking too wise can have difficult consequences for firms grappling public policy dilemmas (some social media platforms may not be amenable to wise talk ... ).

In the regions I cover, credibility will remain at a premium in the content of CEO communications -- whatever their medium -- on issues at the intersection of business, politics and society.

Jo