For me it boils down to one question and one question only, and while particularly relevent for CEOs it applies to anyone considering starting anything in the digital or social space.
Can you be authentic?
It's cheating a little because there's a few elements wrapped up in that one question, namely:
- You'll need to do it yourself. It's personal, so your team can't do it for you, your PA can't do it for you, and your EA certainly shouldn't be doing it for you. Apart from the obvious -- don't they have better things to be getting on with?
- You'll need to commit time to it. It could be 10 minutes every other day, it could be 20 minutes twice a week. It won't take long but you will need to find and make time for it
- You'll need to be yourself. Spend some time up front figuring out what you want to say and how to say it.
And remember - it's just like a dinner party. Listen more than you talk, and never bring up religion or politics.