Social media provides a megaphone for organizations intent on shaping the corporate environment
Abstract
Purpose
The author offers a leaders' guide to managing relations with “shapeholders” the political, regulatory, media and activist actors in the firm's operating environment that shape, constrain, or expand a firm's opportunities and raise certain risks.
Design/methodology/approach
The author, a former US congressman, shows how companies can adopt a program of analysis, foresight and preparation, and successfully engage shapeholders to advance mutual goals and preempt open conflict.
Findings
The author warns that seeking unjustified advantage for your company or industry often trades transient benefits for long-term risks and reduced standing in seeking a level playing field in international markets.
Practical implications
The author suggests several practical preparation techniques, citing the need to train for a rapid response to shapeholder pressures in today's hyper-connected world. When a controversy goes viral on social media, it's too late to debate options, policy and tactics.
Originality/value
Leaders can use the author's WinWin Shapeholders Decision Matrix and other models introduced in the article to analyze and prepare for shapeholder interactions in advance.
Keywords
Acknowledgements
“Shapeholders”, the “7A” approach and “WinWin Shapeholders Decision Matrix” © 2013 Mark Kennedy otherwise © 2012 Armadillo Consulting Group. Material may not be reproduced in whole or part in any form whatsoever without the written permission of Armadillo Consulting Group.
Citation
Mark R. Kennedy, H.,. (2013), "Social media provides a megaphone for organizations intent on shaping the corporate environment", Strategy & Leadership, Vol. 41 No. 5, pp. 39-47. https://doi.org/10.1108/SL-05-2013-0038
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Authors