OFF-MUTE 🔈
📝 Every executive has different goals.
💬 But generally, we use social media to position executives as interesting, smart and likeable leaders who people want to:
💼 work for;
💡 learn from;
💰 invest in;
🎉 and cheer on.
Our Director of Digital Strategy, Dilara Atkins, offers us a 101 lesson on building an executive’s social media presence ahead of National Social Media Day this Thursday:
🎣 Find the hook. The executive must have a point of view. But it can’t be random. The content – or thought leadership – should map back to the company’s top content pillars (and business goals).
💬 Share real news. Hearing company updates straight from the CEO or top business leader on social media or other channels is more personal (and engaging) than a press release. Always.
💅 Establish a style (and a voice). What’s the executive’s leadership style? Are they the cheerleader congratulating and uplifting others? Or are they more like the coach, providing advice? Define a tone – humorous, buttoned-up but thoughtful, pragmatic, etc. – and stick with it.
🏃♀️ Act quickly. It’s not all about posting; it’s also about quickly responding or engaging with others on a social platform. Be aware of the social conversation online and select the right moments in time to offer thought leadership. The executive must be committed to this or have a team to help.
👨👧👦🌴 Get personal. Who is this person outside of work? Where does their passion come from? This provides a sense of humanity that allows people to connect with them.
🗓️ Create a posting and engagement plan. What cadence is realistic? A few times a week is a good goal and it seems natural.
📱 Choose your channel. If you’re everywhere, you’re nowhere. We recommend picking just one or two channels to focus on. Here’s how we break it down:
Twitter
✔️ Audience: industry peers, media, tech/VCs
✔️ Best for: be seen as a thought leader and/or expert source
✔️ Executive requirements: ability to respond to/acknowledge engagements and desire to be part of industry conversations
LinkedIn
✔️ Audience: employees, recruits, business leaders
✔️ Best for: promote/improve employer brand and grow their network
✔️ Executive requirements: ability to talk about a mix of thought leadership and company news
Facebook
✔️ Audience: consumers (Gen X and Boomers)
✔️ Best for: communicate directly with consumers
✔️ Executive requirements: comfortable offering a window into personal life and interests; interest in engaging directly with customers about product questions or issues; willingness to share a combination of work and personal content
Instagram
✔️ Audience: consumers (Millennials and Gen Z)
✔️ Best for: be seen as relatable and likable
✔️ Executive requirements: comfortable offering a window into personal life and interests
TikTok
✔️ Audience: consumers (Gen Z)
✔️ Best for: be seen as relatable and likable
✔️ Executive requirements: comfortable being on camera; interest in trendjacking, willingness to share a combination of work and personal content
_logo.jpeg?upscale=true&width=160&upscale=true&name=GMA_(Good_Morning_America)_logo.jpeg){kind=logo}
