In today's fast paced changing world it is the Board (or C-Suite as it's called in the US) that sets the pace, culture and strategy for the business.

It is the board that people look to for the direction and guidance and leadership.  Too many companies seem to think that a "do as I say, not do as I do" culture is still fit for purpose in an Uber, Airbnb, Facebook world.

Digital disruption and the business opportunity that social media offers is something that leadership needs to embrace and lead.  No longer is the "we don't need to understand digital and social, we have employed interns" is a an attitude that can be tolerated.

This often means that leaders have to put themselves outside of their comfort zone.  Often forgetting that the very notion of putting yourself outside your comfort zone was what go them to the board in the first place.

We sit in countless meetings were the shop floor say to us, that "we should have got into social years ago" and are amazed it has taken until today to get on board with change through social.

They look upon their leaders to show, guess what, leadership.  They don't expect them to be perfect, but we all know that unless the leadership, lead and sponsor a project, the project isn't as effective as it could be.

So leaders time to claim that social dividend, competitive advantage and incremental revenue.