Stuck at a train station today in the freezing weather, I was drawn to an article in the Harvard Business Review.

The article is called: Managing Yourself: What’s Your Personal Social Media Strategy? and is by Soumitra Dutta.

The article is arguing that organisational leaders should do more to lead via social media, or Web 2.0 communication technologies, such as blogs, Twitter and Facebook.

Reasons why Dutta believes leaders should "embrace" social media:

1) They provide a low-cost platform on which to build your personal brand, communicating who you are both within and outside your company.

2) They allow you to engage rapidly and simultaneously with peers, employees, customers, and the broader public, especially younger generations, in the same transparent and direct way they expect from everyone in their lives.

3) They give you an opportunity to learn from instant information and unvarnished feedback.

Active participation in social media can be a powerful tool—the difference between leading effectively and ineffectively, and between advancing and faltering in the pursuit of your goals.

I think these views have wider relevance and application, although I also think that organisational leaders potentially have an awful lot to lose if they do all the above.