In other situations, decisions may be demanded as to whether or not staking a controversial position is strategically creative and simply good business. Corporate good citizenship may also demand taking a controversial position irrespective of the immediate business gains or risks incurred. “I understand that, the more accessible we are on social media, the more likely we are to receive an unfavorable comment here and there. But Taylor Morrison is a company that cares about people, and we don’t hide from negative comments on social media. “Social media can be a CEO’s Achilles heel, but typically this is indicative of a larger issue around the CEO’s leadership as a whole,” says Keating.

Source: Forbes November 07, 2018 15:09 UTC