27 Sep Does Your Digital Marketing Program Need Executive Social Media?

Over the years, executive social media has grown to become a key piece in a company’s digital marketing program. Positioning a CEO or other executive on social media can help drive business objectives, such as brand awareness and website traffic, while building credibility and strengthening ties to key stakeholders.

That being said, it’s not always clear whether executive social media is the right move for your business. This guide will help you determine whether you should strategically leverage your executive’s online presence to help you achieve your marketing goals.

Does your company have an established social media presence?

If you said yes…

Then executive social media makes sense. If your company already has an active presence on platforms like LinkedIn, X (formerly Twitter), or Instagram, building out a social media program to position your CEO or other executive can be an excellent complementary piece of the marketing puzzle. Executive content adds depth to your brand by expanding its presence in new ways, and showcases leadership perspectives that align with your business objectives. If marketers are already managing an established company social media presence, they can help promote their executive’s presence. Check out our previous article, 5 Ways To You Get Your CEO Noticed.

If you said no…

Then executive social media doesn’t make sense yet. It’s crucial to establish a solid foundation for your company’s social media presence first. Once your company’s brand voice is strong and established online, you can then think about leveraging executives for an additional boost to help you reach your brand objectives.

The bottom line is…

It’s all about timing. We view executive social media as a strong complementary piece to a company’s existing social media presence. On its own, executive social media may not be able to achieve your marketing goals — but in combination with other activities, especially your company’s organic social media content, executive social media excels.

Is your company’s social media presence spread across several platforms?

If you said yes…

Then executive social media may make sense. When your company is active across multiple platforms, there may be opportunities to consolidate your efforts and tighten up your strategy. By strategically integrating executive social media, you can streamline your company’s digital footprint and even free up budget for executive branding. For example, a company may want to focus its marketing efforts on consumer audiences through TikTok and Instagram, while leveraging professional platforms like LinkedIn for their CEO. Having both your company and your executive on the same social media platform can also offer opportunities for cross-promotion, such as tagging and reposting from each other when applicable.

If you said no…

Then executive social media makes sense. If your company is focused on fewer platforms, positioning an executive on a platform where the company isn’t active could offer a strategic advantage. Executives can serve as a new voice for your brand, expanding its reach into different audiences or channels. Of course, this depends on your industry and the audience you’re targeting. For example, with some B2B clients, their company is only on LinkedIn and so is their executive.

The bottom line is…

When navigating a multi-platform landscape, executives serve as a tool for both consolidation and/or differentiation, ensuring your brand maintains a strong and coherent presence across channels. The content you share on your executive’s social media account is going to be different than what’s shared on your company account.

Keep this in mind when selecting which and how many platforms to promote your executive on. For more insights, take a look at our article, How Many Social Media Apps Should Executives Be On?

Is your target audience active on social media?

If you said yes…

Then executive social media makes sense. If your target demographic frequently engages on social platforms, consider leveraging your executive’s online presence to connect with these audiences and foster relationships that lead to business opportunities. Social media users prefer interacting with authentic, real people compared to a faceless brand account.

If you said no…

Then executive social media may not be necessary, depending on your key brand objectives. Consider focusing on other communication channels that resonate with your audience. That being said, over the past several years, we have continued to see more executives strategically using social media — regardless of the industry they’re in. This includes top CEOs, such as those leading Fortune 500 companies. Instead of using an executive’s presence to connect to a target audience, you may have other goals, such as increasing the number of media appearance invites, strengthening thought leadership, and building credibility.

The bottom line is…

Understanding your audience’s online behavior is absolutely critical. Even if they’re not actively engaging, there can still be significant benefits to having your executives on social platforms as a way to drive business objectives that your other marketing activities can’t.

Is your executive already on social media?

If you said yes…

Then executive social media makes sense. For many marketers, convincing executives to be on social media is the biggest challenge, so if the executive you’re looking to position online already has a social media presence, then half the battle is already won! Working with them, you can pivot some or all of their content towards business objectives or refine their messaging to be more strategic. This is often where executive social media programs shine — taking what’s already working and making it more intentional. One important thing to keep in mind is that marketers will want to maintain their executive’s original tone, especially if they’ve been on social media for some time. A sudden shift in content and tone can be jarring for social media followers and may come across as too “corporate,” rather than authentic.

If you said no…

Then executive social media may make sense. Even if your executive isn’t active on social media yet, developing a strategic program for them is still a strong option. Starting from scratch allows you to develop a highly controlled and strategic approach, shaping their presence to align with company objectives. Unlike situations where an executive may already be on social media before a digital marketer steps in, starting fresh allows executives and marketers to establish a tone from the beginning. Learn more by reading, Start An Executive Social Media Presence In 7 Steps.

The bottom line is…

Whether starting from an existing presence or building from scratch, the focus should always be on aligning an executive’s social media activity with broader business goals. Executives who are already social media savvy will feel comfortable with posting, but an obstacle may be balancing what the executive wants to post with strategic content a marketer wants them to post.

There are different challenges when dealing with executives who aren’t on social media yet. Some may be resistant, not understanding the value of social media. Some may not have time to manage their own social media. By tackling these challenges ahead of time, marketers can ensure a successful executive social media program.

Does your company have an internal team that can support your executive social media program?

If you said yes…

Then executive social media makes sense. With a dedicated internal team, you can develop a tailored approach. Just remember that managing executive social media differs from regular brand marketing. It’s more personal, focused, and often requires a different strategy and mindset.

If you said no…

Then executive social media may still make sense. If you lack internal resources, partnering with an external agency that specializes in executive social media is a smart move. An external team brings expertise and handles the unique demands of positioning executives effectively on social media platforms. For more insights, read our previous article, 4 Ways An Agency Can Support Your Executive Branding.

The bottom line is…

Whether leveraging internal resources or collaborating with external experts, the key to launching an effective executive social media program lies in dedicated support. There are times when agencies (such as Influential Executive) work directly with in-house marketing teams, with little to no input from the executive.

Is Executive Social Media Right For Your Digital Marketing Program?

Determining whether executive social media is right for your company can be tricky, but we hope these questions help get you started! By evaluating your current digital marketing program — and potential gaps that may be filled through executive social media — you can make an informed decision.

If done right, executive social media can amplify your brand’s message, create meaningful connections to engaged audiences, and ultimately, drive business success! If you’re still wondering whether executive social media is right for you, click the button below and schedule a consultation with one of our marketing experts.

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