Article

Damian Corbet
Damian Corbet 24 June 2016
Categories Social Media

How One Tweet Resulted In A $5.8m Investment

Sometimes a fact just jumps out and grabs you.

I was doing some research for my regular ‘Social CEO of the Week’ blog. The CEO is question was Stuart Garner, owner and Chief Executive of Norton Motorcycles, the iconic British brand which he rescued from obscurity with a combination of his own money and investment from the British Government.

Picture © Amit Lennon (www.amitlennon.com)

I read an article about him in Director magazine and this bit stopped me in my tracks:

The big boost came when George Osborne, the chancellor, announced £4m (approx. $5.8m) of government funding to support 600 new jobs for Norton and its business partners. How did Garner pull off such a feat?

“It started off when I tweeted George Osborne, who’d announced he’d invested £10m in Ford to make a cleaner Ford transit engine.

“I said, ‘What about us?’ and a week later his private secretary called me and said, ‘We’d like to have a conversation: we’ve had a look at your business because you’ve sent a tweet. What’s going off at Norton?’

“To cut a long story short, I knew that George Osborne could write the biggest cheque of anybody I know. I asked him for £7.5m to rebirth the British motorcycle industry supply chain, the academy and manufacturing.

“After following things up, he connected me with an organisation called Advanced Manufacturing Supply Chain Initiative (AMSCI) and within three months the grant was agreed.” The £4m was supplemented with another £2.65m from Santander Bank.

Wow. If anything demonstrates the power of social media, that does. It also shows the value of a CEO being ‘social’.

Garner could have approached Osborne through the ‘official’ channels, but the fact he did it via Twitter — in public — put the onus on Osborne to respond. After all, Garner had already staked a lot of his own money and his reputation on rebuilding an iconic British brand. By reaching out to the Chancellor in such a public way, what could Osborne do? He had to respond and be seen to help.

And there’s the rub. Social’s value (and its danger) is its public nature. What you say is seen by your followers and can be amplified and shared so their followers see it too. Depending on how many followers you have, and how engaged they are with you, this amplification effect can be profound.

In interviewing Garner for my blog post (which was all done via Twitter by the way), I asked him why CEOs should use social media. This was his reply:

"CEOs should be on social media now. It’s a great platform to get connected with ALL stakeholders. This gives better and faster understanding of all aspects surrounding your business."

There you have it — straight from the horse’s mouth: “CEOs should be on social media now.”

To see how CEOs are putting this into practice on Twitter, have a look at my Twitter list. Some are more active than others, but all understand the value of being seen and being heard on what is arguably the most revolutionary new communications and networking tool the world has ever seen: social media.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
Deep Link vs. Universal Link: Which One is Better?

Deep Link vs. Universal Link: Which One is Better?

Are universal link and deep link the same thing? There are some big differences, let's understand them.

Stefano Pisoni
Stefano Pisoni 17 March 2020
Read more