I've never worked directly for the Coast Guard Commandant, Admiral Thad Allen (serving until mid-2010), but ask most in the "Coast Guard Family" what they think of the Admiral, and you will hear answers that would make any leader -- from a program manager in your office to the CEO on the top floor -- quite envious. He is successful in large part thanks to his ability to connect, relate, and communicate with his people. Admiral Allen leads a globally distributed force of nearly 90,000 active duty, reserve, auxiliary, and civilian personnel. Of course there are a number of reasons for his success, a bevy of tools in his toolbox, but not least among them has proven to be his adept grasp and use of the Internet and, more precisely, blogging and social media. Leaders, executives, CEO's the world over take note. The Admiral has this nailed while most others have much to learn.Ryan Erickson, a Coast Guard officer currently stationed in Portsmouth, VA, recently discussed "Why the Coast Guard Commandant, Admiral Thad Allen, blogs." He revisits the topic again today on the Naval Institute blog with his post "What Social Media changes are afoot with VADM Papp as the Coast Guard’s next Commandant?" Ryan reminds us that "ADM Allen is considered by many to be the starting point of ‘official’ military blogging. And through seeing him write on his own site many got the sense that it was alright..." He goes on to quote the Admiral's response to a 2009 Business of Government interview on the same subject:
"I’ve been following the evolution of both social networking theory and information technology for quite some time. Over a year ago, it became very apparent that the new [so-called] digital natives were coming into the Coast Guard. They were coming from a different social atmosphere, if you will. [In response], we decided to start a series of experiments that kind of took hold and became permanent operations. A year ago April, we set up a Facebook page for me, so I could experiment with it. It became so popular that I needed an official Coast Guard Facebook page. We created an official commandant’s Facebook page, where you sign on as a fan rather than [as] a friend, so we could manage it better.
"The real breakthrough, though, came last fall when we completely changed our website. [We introduced] the Commandant’s Corner. We also established a Commandant’s blog: iCommandant. To date, we have well over 400 posts [to that blog]. It is a way I can communicate with the general public and my own people on strategic issues. When I’m traveling, focusing on things that are important, I can [update folks through the blog]. I also have guest [bloggers] post. It’s been a terrific way to expand the discussion, create more inclusiveness about what we’re doing, solicit stakeholder input, and move beyond some of the traditional [ways to communicate]. It’s still a work in progress. It’s still going to evolve, but we’re very encouraged by where we are right now."Leaders everywhere can learn much from the Admiral's example here. He relates to those in his organization, he is personal and authentic, he engages in meaningful and real discussions with all 90,000 of his "followers" not just when things are going well or there is a major proclamation to be made, but also when he (or another Coast Guard leader) travels, meets folks everywhere from the "deck plate" level to the Oval Office, or has an idea to share and discuss with Team Coast Guard. I've met him a few times, but never for more than a brief conversation. Yet, I know that I am not alone among those in the Coast Guard that feel like they "know" Admiral Thad Allen. After all, we "talk" with him almost every day, don't we?
This is authenticity -- and let me stress that word again, authenticity -- in leadership. It is the 21st Century equivalent of the general of times past walking from tent to tent checking on his men and their well being, an example of technology empowering great leaders and ordinary people to connect over great distances that would otherwise prohibit checking in on the next tent.
To leaders everywhere: the Internet, blogging, and social media in general are not the tools of the geeky few when in the hands of those that know how to maximize their potential, their "business value," so to speak. If you need an example, the iCommandant blog is just a click away.