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Silence: the golden strategy?

Mark Thomas (Grenoble EM, Grenoble, France.)

Strategic Direction

ISSN: 0258-0543

Article publication date: 12 January 2015




The purpose of this paper is to present how Mark Zuckerberg, a chief executive officer and the founder of the world’s largest social media website, Facebook, understands that he is not always a great communicator. He often chooses to send his more media savvy, Number 2, Sheryl Sandberg to meet journalists. Other business leaders should take note that intelligence is about when one should and should not communicate.


Draws on the author’s vast experience to provide a viewpoint article on the importance of cautious communication strategy.


Business leaders should demonstrate caution in their media communication strategies. Failure to do this can have a devastation effect on performance of the firm.


Outlines the pitfalls businesses may encounter in a world where social media is increasingly prevalent and constant communication has become the norm.



Thomas, M. (2015), "Silence: the golden strategy?", Strategic Direction, Vol. 31 No. 1, pp. 1-2.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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