If your marketing manager or external consultant encourages you to engage on social media, he/she isn’t wrong. Here’s a quick fact: 82% of buyers trust companies that have active CEOs on social media, while 81% of employees believe CEOs who engage on social media are better leaders.
The stats prove that a wise social media strategy for executives can indeed elevate leadership—both in the business landscape and within the organization.
What does this mean? You must find time from your busy schedules to work on your social media marketing strategy. In this guide, we’ll go over how to do this. It’s time to overcome your hesitations and start using social media to grow your network and your net worth.
Should executives be present on social media?
The short answer is YES. Absolutely.
Excuse me, cat memes—but CEOs and executives should most definitely be present on social media. More than just simply showing up, they must have a serious social media marketing strategy and to have a strong social media presence.
In today’s digital age, being “there” is a valuable asset. According to the Sprout Social Brands Get Real report, a third of its surveyed consumers prefer brands whose CEOs show up on their social channels.
Here’s the most logical reasoning. As businesses evolve, so must their leaders. Executives who engage in these social media strategies are aligning themselves with the also evolving expectations of a digitally connected world.
However, the question is…
What’s stopping them?
We compiled some of the typical concerns of executives (who are still skeptical of social media) and bust them:
Social media posting is time-consuming.
The hectic nature of executive life is often a stumbling block to social media engagement. If uploading real-time stories or tweets does not come naturally to a CEO, their busy schedules can limit their availability for sustained online engagement.
But while time constraints are a true consideration, it boils down to strategic planning of social media management. Consistency in showing up is one of the best marketing strategies for social media. Additionally, there are many AI social media tools available now that can help executives plan out their own social media marketing strategy efficiently. You can even look into hiring a Virtual Assistant who specializes in using AI-powered tools to level up your social media presence.
Executives worry about their privacy.
Privacy concerns are valid—but the thing is, you actually have full control of the information you share. Executives can take charge by implementing stringent privacy settings and carefully choosing what they share to avoid disclosing sensitive information. Just find the balance between sharing personal and professional content.
Social platforms are full of negative feedback or criticism.
First, remember that social media is a space for open dialogue. (Hello, freedom of speech!)
If there is any negative feedback, executives can view it as an opportunity for engagement and growth. It’s better to respond professionally and honestly—after all, as a CEO or executive in your industry, your opinion matters. Not everyone has to agree with your insights, but as an industry leader, you are expected to have some say in a particular topic.
Actively engaging with their audience can also make negative experiences better—that’s a good social media response strategy.
There’s no ROI in social media.
Business leaders usually find it tricky to measure the return on investment (ROI) for their social media efforts because quantifying the social media impact on business outcomes can be a challenge. But the thing is, you can set benchmarks and leverage analytics tools to vividly show how social media activities and tangible business results correlate.
5 business advantages of being on social media
So, why must company leaders be on social? Here are five business advantages that an executive’s presence on social media brings:
1. Your presence humanizes the brand.
It’s hard for any business to sell without a loyal user base—and it starts with strong interpersonal connections.
The proven truth of social marketing is that 64% of consumers today want brands to connect with them. Executives being on social media bring the vulnerability of a human to a brand. Yes, the unique industry insights and thought leadership they share are very valuable, but the occasional behind-the-scenes posts or humorous memes breathe life into an otherwise abstract corporate identity.
2. Your engagement brings positive PR and brand reputation.
Nowadays, public perception can make or break a brand, and the positive impact of CEOs on social media is effective crisis management. Developing a social media strategy for business leaders is also a classic crisis response. Furthermore, transparent engagement also falls under the umbrella of social media employee engagement strategy. With this, 78% of professionals prefer working for an organization whose leadership is active on social media.
3. CEOs become the face of the brand
Being on social media removes the perception of aloofness that may impact a customer’s trust and credibility. If the business leaders look approachable and relatable, the brand itself portrays user-friendliness.
4. Your customer interaction increases conversion
Social media is an avenue to engage directly with your target audience. Executives on social media have a chance to connect directly with customers, and 77% of consumers will buy when the CEO of the business uses social media.
For example, part of your LinkedIn social media strategy is to create polls or leave open-ended LinkedIn posts where you trigger casual interaction from your followers. This interaction, when effectively nurtured, may bring you new converting prospects.
5. New networking opportunities
Post-pandemic, almost 70% of Fortune 500 CEOs are now on social media. What does this mean? It’s not just a case of FOMO (or fear of missing out). We’re talking about social media platforms that are now being used as golden gateways for networking opportunities. These executives might be industry peers, potential partners, and even customers.
Crafting your social media promotion strategy
Step 1: Nail down your goals and objectives
Begin by clarifying your goals and objectives. Be specific and make sure your goals are measurable. Your business objectives will also shape your content and engagement strategies. Examples of objectives could include increasing brand awareness, driving website traffic, or generating leads.
Step 2: Understand your target audience
Keep this in mind—knowing your audience is not a one-time task. Rather, it’s an ongoing process of observation, analysis, and adaptation. So, don’t just research their demographics. Your social media strategy analysis should include knowledge of their preferred communication styles, evolving preferences, and trends. That way, you can tailor your content effectively.
Step 3: Know the platform to leverage
Different audiences are drawn to different social media platforms, but it’s important to choose platforms where your target audience is most active. Executives targeting a professional audience may find LinkedIn to be the primary hub, while those appealing to a younger demographic might leverage Instagram or TikTok.
Step 4: Craft a content strategy
A solid content and social media strategy template is the foundation of a successful executive social media presence. Try mixing up informative articles, thought leadership pieces, industry insights, visual content (like infographics or videos), and personal stories. Also, leverage AI writing tools to generate compelling content so your social media content strategy template is used to its full potential.
Step 5: Stay on schedule
A consistent schedule is important in social media content planning. Knowing when you’ll post lets you organize and plan your postings in advance. It not only prevents last-minute rushing but also ensures a thoughtful and strategic approach to your social media marketing plan and posts. It adds to the cohesiveness of your social media strategy. Use scheduling tools to plan and automate posts so you can maintain a regular and timely presence on social media.
Step 6: Optimize results based on analytics
Observing analytics is not enough. Use them actively to refine your social media optimization strategy.
Just like sales analytics, sales metrics act as your window into how your audience interacts with your content. Track engagement metrics such as likes, comments, shares, and clicks. Then, adjust the strategy based on the results. Identify high-performing content and replicate successful approaches like posting schedules based on audience engagement patterns.
From the TaskDrive CEO himself: Game-changing tools for planning your social strategy
It’s no secret that our CEO himself, Tim Cakir, is a social media magnate. Aside from being ever-present on various platforms, he is 100% invested in continuously learning what works and what doesn’t. As a result, he is able to maintain an engaging presence on the platforms where he’s present.
He uses these tools to help him strategize his social media game:
The Content OS (for planning and strategizing content)
Tim’s Content OS is a system designed on Notion, tailored to streamline the social media content calendar management process. It’s essentially an ecosystem he uses to transform his ideas into impactful social media content. Here’s how it works:
- The system categorizes content based on its status: from ‘Idea’ to ‘In Progress,’ ‘In Review,’ ‘Scheduled,’ and finally, ‘Posted.’
- This progression ensures a smooth and efficient flow of content creation.
- The Content OS is meticulously organized by topics, including growth, AI, productivity, wellness, and sales. This thematic organization enables Tim to maintain a diverse and engaging content portfolio that appeals to a broad audience spectrum.
The Content Matrix (framework for brainstorming content)
- It has two axes:
- X-axis (Content Styles): includes types of content such as Actionable, Motivational, Analytical, etc.,
- Y-axis (Keywords/Topics): includes the topics that Tim speaks about, writes content about, or is an expert in.
In a nutshell, this Content Matrix complements the Content OS. This matrix is a powerful tool for brainstorming and categorizing content, ensuring variety and depth in what is shared with the audience.
An array of AI tools
At the heart of Tim’s content strategy lies an array of AI tools, each contributing uniquely to the content creation process. ChatGPT, as the centerpiece, acts as a versatile copywriter, generating high-quality, engaging content.
Fun fact: He recently developed his own CustomGPTs called Content Crafter which provides even more personalized content that matches Tim’s brand voice and specific needs. You can find some examples of ChatGPT prompts here.
Here are other tools you can explore:
- Taplio for daily content research and scheduling, ensuring a steady stream of relevant posts
- Beehiiv for designing, setting up, and scheduling your newsletter
- Canva for designing social media posts and graphics.
- EvyAI to interact and engage on LinkedIn
- Copy.ai to enhance ideas based on the latest AI News
- Kapwing for zeroing in on visual and multimedia aspects.
This arsenal of AI tools allows Cakir to concentrate on the creative facets of content production, significantly reducing time spent on routine tasks.
5 quick tips to upgrade your social media strategy
Use the following actionable tips to better leverage social platforms for executives implementing a comprehensive social media strategy.
1. Be transparent and authentic.
Share genuine insights and experiences only. You can post candid glimpses of your work, company culture, or just your own thoughts. Let your audience see the human side of your leadership.
Try posting a casual photo during a team meeting or recording a short video expressing your thoughts on a recent industry development. For example, Tim sometimes posts a video to promote his upcoming webinars.
2. Communicate regularly with your followers.
Respond promptly to comments and direct messages. Ask questions in your posts to encourage audience interaction. Replying to a follower’s comment, expressing gratitude for their input, and asking for their opinion on a relevant industry topic can be a subtle way of promoting your brand.
3. Actively participate in trending conversations.
In social media, staying relevant is very important. Ensure you’re actively participating in trending conversations within your industry. You can stay up-to-date with relevant hashtags, join discussions, and share insights on the latest events. Share thought-provoking quotes, opinions, and predictions so you can position yourself as a thought leader.
4. Track follower growth.
The growth of your follower base is a tangible indicator of your social media influence. Use analytics to see a historical view of your follower growth, allowing you to identify trends and correlate spikes with specific content or campaigns. This insight aids in understanding what resonates with your audience and even contributes to audience expansion.
5. Reinforce brand identity.
Incorporate key brand keywords into your social media content. These could be terms or phrases synonymous with your brand identity. This not only helps with searchability but also reinforces the association between your executive persona and the broader brand narrative.
8 CEOs and executives who are rocking it on social media
Here are some CEOs and executives who were known for their effective use of social media. Check them out and follow them to see how they use social media to benefit their business.
Elon Musk (CEO of Tesla and SpaceX): Aside from his credentials, Elon Musk is known for his active and engaging presence on the social platform X (formerly Twitter). There, he shares updates about his companies, responds to followers, and connects with his audience.
Rand Fishkin (CEO and Co-founder of SparkToro): Rand Fishkin is an established digital marketing thought leader and he is well-known on LinkedIn for his insightful and educational content. Currently, he has more than 100k followers on the social platform.
Satya Nadella (CEO at Microsoft): Satya Nadella has a notable presence on his social media channels, especially LinkedIn and X, where he shares perspectives on technology, leadership, and Microsoft’s vision.
Doug McMillon (President and CEO at Walmart): Doug McMillon uses Facebook, Instagram, and LinkedIn to communicate with his audience and often posts appreciation posts detailing the work of Walmart employees. Today, he has more than a million LinkedIn followers and was recognized as ‘the most connected CEO’ in the Brunswick Group’s Connected Leaders Survey.
Yamini Rangan (CEO of HubSpot): Yamini Rangan is a prominent figure in the tech industry and was named one of the Most Influential Women in Business by the San Francisco Business Times. She has made a significant impact on social media for her genuine and approachable leadership style.
Trish Bertuzzi (CEO of The Bridge Group): Trish also wrote The Sales Development Playbook. On social media, she posts about sales and marketing, sharing posts by other industry leaders and then adding her insights.
Dale Dupree (Founder & CSO of Sales Rebellion): Dale posts anecdotes, carousels, photos, and videos. He does a great mix of sharing personal stuff and then relating it to business.
Steve Nouri (Founder of Generative AI): Probably one of the most popular people online ever in this era, Steve definitely knows how to maximize social media. He loves sharing videos and other free resources like guides and cheat sheets. He even has his own LinkedIn newsletter: AI Frontier.
It’s time to embrace what a social media strategy for executives can do to transform businesses
Certainly, a strong social media presence for executives in 2024 is advantageous. Combine it with an effective social media strategy, and you’re in for noteworthy results. Not only does it contribute positively to the brand, but it also establishes transparent communication among employees and can even attract new business opportunities.
Yet, the greatest takeaway is that when executives actively engage on social media, it humanizes the brand and creates a more personal connection with the audience.
If you’re just starting your social media strategy or you’re not sure where to begin, contact the TaskDrive team for a free synergy call. We’ll walk you through how our customized support can help you maximize your social media presence. It’s high time to elevate your executive presence and seize the opportunities that await in 2024.