I’ve been reviewing the literature on change management recently for a client and Kotter still rules. His seminal 1996 book, Leading Change, and its eight-step framework is still the textbook – and it’s a fundamental amongst the change management specialists I know that, as he suggests, ‘change must come from the top’. But is the same true for improving organisations’ social media profile and performance? At one level, it depends whether you consider an effective...

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