For CEOs and other senior-level executives, being relevant on social media is hard. There can be ample risk – real or perceived – that keeps these busy professionals from adopting best practices and providing real value to their audiences across social media channels. The result sometimes is a watered-down approach that fails to engage or inspire an audience much like a traditional publisher would.
We know that getting it right on social media can have profound impacts, many of which have been well documented (here,here and here). Outcomes can include positive changes to one’s reputation and trust, not to mention the ability to influence others to adopt a brand’s purpose or get behind keystone initiatives.
To better understand this dilemma, we compiled in-depth research about what executives are doing on social media. We evaluated the profiles of 65 leaders at companies spanning all industries. And we extracted some best practices. Here’s how some of the biggest thought leaders are rocking their social media presence:
They are personal. These leaders are sharing interesting articles, selfies, and shout outs to reporters, peers and celebrities. And they intuitively know to balance these with internal or company announcements. Because thought leaders are a part of their businesses; they’re not interchangeable.
They have an editorial calendar. Did you know that LinkedIn has its own editorial calendar, its own selection of monthly themes? When LinkedIn Pulse bloggers write along these themes and use the relevant hashtags, the content is easier to find, and more widely read.
They post consistently. We actually scored each profile according to how consistently the author was posting – it could be every two days or every eight weeks, so long as it was consistent. We found a positive correlation between consistency and the number of followers. Translation? Plan posts in advance.
To read the full article, visit CommPro.