Here is another valuable Management Tip of the Day from Harvard Business Review. To sign up for a free subscription to any/all HBR newsletters, please click here.

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Leaders are increasingly expected to have a strong social media presence. Yet many still view social media as a broadcast channel, not as a way to connect.

To become a truly social leader, start using it to listen to your customers. Social monitoring and engaging with followers is the best way to collect real-time market intelligence.

o Focus on connecting instead of promoting. You want to be spreading the good word about your company while also interacting with others and answering questions from concerned stakeholders.

o So put down the digital megaphone and think about building relationships. You’re also building your personal brand whenever you engage on social media, and, as the company’s number one brand ambassador, you can also improve the company’s image.

o Be authentic and generous.

Adapted from “The 7 Attributes of CEOs Who Get Social Media” by Ted Coiné and Mark Babbitt.

To check out that resource and join the discussion, please click here.

Also, you may wish to check out an anthology, Management Tips from Harvard Business Review, by clicking here.