For many organizations, the idea of executives being more active on social media can be somewhat intimidating. Again, referring to the introduction, they may worry about the damage it could cause if something defamatory or harmful to the brand is shared.
However, the data still shows that the risks of lacking leadership on social media are more harmful. It demonstrates the impact an executive can have on growing a business, increasing revenue, and boosting public trust. Some research findings from @socialmediatoday include:
- 82% of consumers are more likely to engage with an organization where the CEO and management team are active on social media.
- 77% of consumers are more likely to purchase from a company whose management team is active on social media.
- 78% of professionals prefer to work for an organization where the management team is active on social media.
Benefits of being active on social media as an executive
Expands personal thought leadership
Although there are benefits for the company they represent, executives also enhance their own thought leadership when active on social media. This can help in building their personal legacy and future professional opportunities that may be valuable on a personal level. Moreover, it can strengthen their leadership skills and implement new strategies by engaging more with their audience.
Adds empathy and humanizes leadership
When executives and management teams are visible on social media, it begins to humanize them. This means the public sees that there are “real” people with genuine insights leading the company. There can often be mistrust towards corporate leaders or a sense of cynicism, but not sounding like a corporate robot online, helps create more empathy for them and the brand they represent.
Better way to communicate with the public
When executives are active on social media, they have direct and improved access to the public. It is a great way to be transparent with everyone and more accessible to customers, employees, prospects, and future employees. This can help build more credibility and trust, not only for the management teams but for the entire organization.
Gives a company a competitive edge
Currently, most companies are active on social media, whether through company pages or paid social advertisements. When executives are consistently active on social media, it increases the potential reach and makes the content more personal and organic. This can also lead to more employees creating and sharing on behalf of the company through the role model of an executive. All this gives organizations a competitive advantage. More people seeing the brand, products, or services, and executives interacting with all stakeholders via social media can impact brand sentiment, how people view leadership, and make them more likely to do business with a company, work for those executives, or recommend the company to others.
Receives direct valuable feedback from people
In addition to being able to communicate specific messages, social media is also a great way to receive feedback about a company, product, or services offered. This allows executives to learn more about how they and the brand are perceived, what issues can be addressed, and how they can improve aspects of the company. It is one of the best ways to address potential issues, tackle problems, and even save the company a lot of money. Every great leader knows they can still learn a lot, grow, and must listen to the consumer.
A place to grow their network and build relationships
For many executives in leadership roles, building new professional relationships can be challenging. However, social media provides an easy venue for this. It is the fastest way to connect with other executives, mentors, and future employees and to develop conversations that can aid in running a business and team.
Ways to inspire other business leaders and future leaders
Lastly, executives on social media serve as a fantastic means to inspire and educate future leaders and those who aspire to lead teams later in their careers. It offers a way to give back, be an inspiration, and educate others while still expanding their own networks. Executive thought leadership can be beneficial for their reputation and that of the brand. Thus, although it may be true that employees are still seen as more reliable sources of information than executives, it remains essential for executives to participate in the conversation and add value to their industry, face-to-face with their employees and colleagues on social media. After all, it is a winning combination for marketing, sales, branding, recruitment, and overall trust.
Tips for executives on social media
Whether you hold a leadership position, are part of the C-suite, a VP, or a director, or perhaps you want to assist your executives on social media, these tips will help you get started and gain control. For some, it may be easier to build connections and followers, while for others, it may take time. But as you have read in the previous sections, the presence of executives on social media is crucial. And always remember: being and becoming successful on social media is a marathon, not a sprint!
What goals should you aim to achieve as an executive on social media
It is crucial to clearly understand the goals an organization has for the coming years and how executives can contribute to these. Personal goals as an executive are also important to map out, so that all activities contribute to both the personal and organizational ambitions of an executive. Possible goals might include:
- Revenue growth
- Attracting talent
- Career opportunities
- Promoting new propositions
- Increasing brand awareness and reach
- Etc.
Routine
When executives begin sharing knowledge via social media, it is important to not view this as a quick win. Communication from executives should be seen as a marathon, not a sprint. Employees, customers, and followers expect ongoing activity. If this activity suddenly stops, it undermines the credibility of both executives and the organization. Ensure there is a clear social media plan and that it is strictly adhered to.
KPIs and metrics
What are the new metrics? Many organizations struggle with this. How do you measure the success of social media? It depends on the goals set, as mentioned earlier. Make sure goals are SMART and attach specific metrics to them. Different goals will have different KPIs. Some examples include:
- Number of applications
- Revenue growth
- Number of appointments
- New customers
- Network growth with potential and current customers
- Followers
- Engagement (likes/shares/comments)
- Inbound leads and inquiries
- Website traffic
Branded content vs. Authentic content
Authenticity is crucial when positioning an executive to make an impact. This means that content shared through executives’ channels should not be branded marketing material. What is more credible? A polished piece of content filled with marketing jargon, or a person sharing their own perspective on specific themes? Opt for personal impact!
Include the organization
The most impact is made when the organization operates as one team online. Therefore, it is essential that the entire organization is involved in the social media strategy. Every member can contribute to the growing “oil spill” of online influence. A clear understanding of the power of social media and knowledge of how to effectively use channels can enhance the impact that our executives can have online. It is crucial that the personal benefits of active participation in social media are clear to everyone in the organization, as intrinsic motivation is the biggest source of energy.
While this process may seem simpler than it is in reality, our organization has guided numerous executives across various sectors over the past seven years to enhance their individual and collective online presence. If you are an executive ready to seize online opportunities but unsure where to start, contact us. We are eager to help you maximize your digital impact.