Updated: May 26, 2022
Executive leadership is key to successful social media marketing. In order for a brand to be successful, it is important to have a well-rounded team that includes executives who understand the importance of social media and how to use it to their advantage. When incorporating executive leadership into their social media strategy, brands can create a more balanced and cohesive message across different platforms. Additionally, this allows for increased engagement with followers as they can see the company's goals and strategies in action.
For marketers and brand leaders, being faced with the question "How can I make social media marketing more effective" is quite natural. You could think about social media in terms of your owned accounts, like your Company Page on LinkedIn, or accounts on Instagram and Twitter.
Marketing experts, though, know to lean on the ‘humane’ aspects that shape their organizations to level up their brand's social media presence. They understand that strong c-suite executive leadership is key to a successful social media strategy. To create a vibrant and interactive social media presence, brands need executives who are not only willing but also able to engage with customers and followers.
C-suite executives who are active on social media can help humanize a brand and create a more personal connection with customers. They can also provide valuable insights into the company's products and services. Additionally, c-suite executives can help build customer trust by being transparent and responsive to feedback.
Brands that lack an active c-suite executive presence on social media may find it difficult to create engagement with followers.
Many amongst corporate leadership, several senior management professionals and c-suite executives are active on social media. Through their personal social media profiles, these individuals can function as brand ambassadors, building trust, credibility, and thought leaders. Executive leadership can use their social media presence to connect with internal and external stakeholders (read customers, prospects, investors, partners and employees) in a more personal manner, which can help to foster a better and more engaged relationship with the organization. Additionally, having a strong social media presence will also help executives to build their own personal brands.
As social media becomes more prevalent in our lives, executives are looking for ways to build their own personal brands through these channels. However, this can be a difficult task since executives often have busy schedules and limited time to dedicate to social media.
Here are a few tips to help executives leverage their personal brands through social media:
Start by creating a social media strategy. This will help you determine which channels are best for reaching your target audience and what type of content you should be sharing.
Make sure your social media profiles are up-to-date and represent your brand accurately. Be sure to include a link to your website or blog so people can learn more about you.
Be consistent with your content publishing schedule and make sure all of your content is high quality.
Engage a dedicated digital marketing agency which specializes in c-suite marketing, remember it is not about the post, it is much more than that.
Let's dive right in! What is an Executive Social Media Strategy?
In order to stay ahead of the competition, businesses must utilize all channels available to them. Social media is one of the most powerful tools a company has at its disposal. However, many executives are unsure of how to create and execute an effective social media strategy.
An executive social media strategy should be tailored to the company's goals and objectives. It should also take into account the executive's personal brand. In order to create a successful social media presence, executives must leverage their unique skills and experiences.
There are several things executives can do to improve their social media presence. They can start by creating relevant and engaging content. They can also use social media to build relationships with customers and followers. Additionally, executives should be active on as many relevant platforms as possible. In a nutshell, an executive social media strategy helps to direct activities on your exec team's social media profiles. Your strategy may incorporate a tactical plan consisting of objectives, expectations, guidelines, processes, and best practices for the vital executive (or their team) to follow.
The goal is to develop a three-dimensional framework that will help corporate leaders feel confident and fully invested in their efforts to operate their social media marketing campaigns.
So, why is this significant?
There are various benefits to having a socially engaged C-suite. The following are a few of the main reasons executive leadership can benefit from hiring a specialized social media marketing company.
To humanise your brand and improve public perception.
In order to boost public sentiment and create a more humanized brand, many executives are turning to social media. This allows them to communicate directly with customers and stakeholders, putting a face to the company. It can also help build trust, as people often prefer to do business with those they know and like. Social media can also be used to share news and announcements, giving followers a behind-the-scenes look at what goes on at the company. By using social media effectively, corporate leadership can create a more relatable and positive brand image.
When executives are active on social media, it puts a face to the brand and that, in turn, garners trust and affinity. Social media can be used as a tool to build relationships with customers and employees. Additionally, it can help executives stay up-to-date on what’s happening in the world and how it impacts their business. A study by Weber Shandwick found that when executives are active on social media, it leads to increased trust (74%), affinity (65%), and consideration (62%). Additionally, customers are more likely to recommend a company if they see the executive team is active on social media (83% vs. 49% who don’t see executives engaging).
As per the Social Media CEO Report 2021, c-suite executives from Fortune 500 CEOs are increasingly invested in their personal brand. The report showed that CEOs are using social media to build their personal brands and connect with customers.
The study also found that CEOs are using social media to stay up to date on industry trends and connect with other business leaders. In addition, the study showed that CEOs are using social media to share their company's stories and connect with employees. The report recommends that businesses invest in social media for executive leadership as executive leadership involvement in social media can have a profound effect on consumer preferences and public sentiment.
To build relationships and connect with a wide range of audiences.
Social media provides opportunities for executives to connect with a wide range of audiences, build relationships, and share their thoughts and insights. However, many executives struggle with how to use social media effectively to achieve their goals. A successful social media strategy for executives requires a plan that includes the following:
Define your goals: What are you hoping to achieve through social media? Are you looking to connect with existing and potential customers, promote your brand, or share your thoughts on industry trends?
Choose the right channels: Not all social media channels are appropriate for every executive. Choose the channels that will best help you reach your goals. For example, if you’re looking to connect with customers, LinkedIn might be a better choice than Twitter.
Create content that resonates: What do your followers want to hear from you?
To encourage honesty, genuineness, and open communication.
According to a study by Forbes, nearly two-thirds of C-suite executives believe social media is critical to their business operations. However, only one in five executives have a formal social media strategy in place. As consumers become more demanding, it has become increasingly necessary for brands to prioritize transparency and authenticity as core values. One way to accomplish this is by having executives communicate genuinely on social channels. This type of communication allows customers to get a true understanding of the company and its values. By being transparent and authentic, executive leadership can build trust and loyalty with their customers for their companies while building their personal brand.
How to Create a Social Media Strategy for Executive Leadership
Much like with a corresponding social media strategy in other fields, you should begin by determining the main issues your audience has and then tailor your social media presence to solve the issues that are most important to them. This is as customizable as you need. For example, if your audience is mainly composed of professional partners, you may choose to establish a social media account for each executive-level team member in your C-suite. You can establish one strategy for the entire team or personalize it per team member.
To conclude, let s summarize the 6-step social media strategy framework and how we adapt it for executive-level social engagement.
Step 1: Know your objectives before you decide to do anything.
Set your big-picture-goals.
Confidently decide on which marketing or company level goals your execs will promote through social media, so you can be sure to account for them in your budget. Most likely, they’ll be completing a larger business building and thought leadership goals going on right now.
Set goals for your executives' social media management program overall. What are the overall goals for the executives' social media management program? What does the goal-setting process toward this objective look like and look like over the long term?
Set activity-based goals.
Explicit, activity-based goals for the first three, six, and twelve months. What will they use to achieve these actions?
Step 2: Define the Audience. Who is the audience? How are they going to use their social media channels?
Work out who your executive leadership team should talk to now that you have a vision and goals in place. Designate a couple of groups that fit the bill as ideal users for the social media strategy your dedicated c-suite social media agency is devising. These can be current employees, existing customers, key prospects, industry peers and policy influencers.
Step 3: Choose the right channels.
Where will your senior executives' focus their attention? LinkedIn is a good bet for B2B, but this can vary depending on two main areas: Audience focus Where can they show their expertise most effectively and where it suits their target audience? Personal comfort factor, which networks do they prefer using, enjoy, or avoid?
Step 4: Plan the content, what kind of content will be required?
You know why, where, and to whom the executives will be speaking. It's time to concentrate on the what. What kind of content will be required?
There's no one-size-fits-all answer to those questions, but there are a few things to keep in mind. First, think about the type of content your target audience is interested in. Are they looking for information about your products or services? Or do they want to see more behind-the-scenes glimpses of your company culture? Maybe they're just interested in hearing what you have to say about industry trends. Your digital marketing agency for executive leadership will keep all these and more factors in mind when designing the content strategy.
In conclusion, executives who are active on social media can help humanize a brand and create a more personal connection with customers while also building their personal brand. However, it is important to have a social media strategy in place to ensure that the executive's time is used effectively. A well-executed c-suite social media strategy can help build reputation, drive sales and create a competitive advantage for a business.