If a communication manager wants to convince senior leaders that using peer-driven social media is highly likely to increase sales, which of the…

Senior leaders are primarily concerned with business outcomes, return on investment (ROI), and data-driven decision-making. The most effective way to persuade them is to present a formal business case. A business case is a structured document that articulates the value proposition of a project. It should use credible research, market data, and competitor analysis to demonstrate how the proposed initiative (using peer-driven social media) will directly contribute to a key business goal (increasing sales). This approach addresses leadership's need for a logical, evidence-based rationale before committing resources.

A. This is an anecdotal tactic that fails to provide the strategic, data-driven evidence senior leaders require for making significant business decisions.

B. Providing a list of websites is passive and requires leaders to do the analytical work themselves. A proposal should be a synthesized, compelling argument.

C. Using a report from a previous employer is unprofessional, potentially a breach of confidentiality, and may not be relevant to the current company's context.

1. Harvard Business School. (2016). Writing a Business Case: Expert Solutions to Everyday Challenges. Harvard Business Review Press. This guide outlines the essential components of a business case, emphasizing the need to link proposals to strategic objectives and provide financial justification.

2. Stanford University. (n.d.). Building a Business Case. Stanford University IT. This resource details the purpose of a business case as a tool for decision-making, which should include analysis of business impact, ROI, and alignment with strategic goals. Available at: https://uit.stanford.edu/pmo/building-business-case

3. Maister, D. H. (2007). Strategy and the Fat Smoker: Doing What's Obvious But Not Easy. The Spangle Press. Chapter 11 discusses the importance of creating a compelling, data-supported "story" or business case to convince management to change or adopt new strategies.