Social media marketing

Should leaders be active on social media?

Should leaders be active on social media?

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Have you ever had the feeling that things don’t match up exactly? Like when a salesperson tells you how innovative and disruptive their company is, and then you find out their executives aren’t even on social media? Now, I have no evidence that this scenario results in lost sales. On the other hand, in a bake-off between two comparable sellers selling me “digital transformative” products, I’ll be looking at which one has an active CEO on LinkedIn.

But maybe it’s just me.

And what about millennials? Don’t they want to know more about the people behind the brand, including hearing and being able to communicate directly with company executives on social media? You would think that having a socially available C-Suite would be useful, not only for sales, but also for hiring and communicating corporate culture.

Why focus on social networks?

That said, leaders are busy running businesses. Should they prioritize social media presence?

“Social media should absolutely be a key priority. Any B2B startup CEO who isn’t aggressively using their position on LinkedIn (at least) is doing their business a disservice. How could a startup CEO be the seller in “A CEO title will get twice as many responses as any sales title,” said Blaine Mathieu, CEO of Pratexo.

Britta Meyer Rock, Vice President of Marketing at Claris, said, “What I’ve always valued most about social media is the authenticity of the content and the user, if the user wants it. This made it so powerful that we could get real insight into someone’s life, profession and thinking! »

CMOs can use social media and get insights on things that aren’t always directly related to their companies/brands, said Karen Steele, a longtime marketing executive who helps scale fast-growing companies. . “It’s an important way to stay relevant, network and be a thought leader.”

Social media is also important for CIOs, recalled Isaac Sacolick, tech author, blogger and keynote speaker: “CIOs need to lead by example and demonstrate ‘outside-in’ thinking. “by learning how other organizations are investing, planning and executing digital transformations and One of the best opportunities is to participate and contribute on social media where CIOs can find relevant content, collaborate with experts and validate their expertise in any subject.

Related article: What works in B2B social media marketing?

Tips for being active on social media

It may be time for you to be active on social media. Here are some guidelines to help you:

  • Focus your efforts on LinkedIn first. If you only have time for one social media platform, go with LinkedIn. But having figured things out, Twitter should be next. Think: LinkedIn is for thought leadership and Twitter is for influence.
  • Start by updating your profile. This means having a friendly headshot (smiling, please), a background image (ask your marketing team for one), and a written about/bio section to engage other executives, not recruiters. Keep the question in mind: “What can buyers learn from you and what sets you apart?”
  • Post two to four times a week. It’s a matter of consistency, not frequency. And add a simple sentence or two to each post so everyone knows what you’re sharing or why.
  • Don’t just talk about yourself. Yes, share content about yourself and your business, but you will gain credibility and trust if you also share other people’s content. Be sure to post industry and leadership articles that you find interesting.
  • Ask and answer questions. Feel free to post and answer questions. It is social media after all. Harness the knowledge of your social network.
  • Add hashtags. Sprinkle in a few hashtags to make your posts easier for people within and beyond your connections to discover. LinkedIn will even suggest hashtags as you write your post.
  • Reply to comments. Social media is not a one-way street. Acknowledge, thank and respond (politely) to all comments on your posts.
  • Engage other people’s posts as well. Remember that it’s not all up to you. Look for opportunities to like, share, and comment on posts in your feed that you found interesting…or just to help someone amplify their message.
  • 15 minutes a day. Make social media activity part of your daily routine. For example, hop on LinkedIn (and/or Twitter) with your morning coffee or as the last thing you do every day.
  • Ask your social media team for help. They are happy to provide advice and even find a few industry articles each week that are worth sharing on social media.

Related article: What Really Drives LinkedIn Follower Growth

Now it’s your turn

Any social media tips you would give to other executives? Share your comments below.

Carter Hostelley is the CEO of Leadtail, a B2B agency focused on making social media work for tech brands and startups. Carter is a strong advocate for the importance of social media and influencer marketing as a way to reach, engage and influence buyers.