Every executive has different goals. But generally, we use social media to position executives as interesting, smart and likable leaders who people want to work for, learn from, invest in and cheer on.
Here are 7 recommendations to help build an executive’s social media presence:
#1: 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).
#2: 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.
#3: 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.
#4: 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.
#5: 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.
#6: Create a posting and engagement plan. What cadence is realistic? A few times a week is a good goal and it seems natural.
#7: 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:
- 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
- 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
- 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
- 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
