Elissa Liu is the founder and CEO of Influential Executive and sister company Spark Growth. She began her career as a management consultant at Deloitte Consulting and, drawing on her experience at a large, global consulting firm, Elissa went on to found Spark Growth in 2011 — an award-winning digital agency that creates tailored, results-driven social media growth and acquisition programs to achieve client business goals. Elissa leverages the digital strategy, data analytics, communication and project management capabilities that she acquired through her years in strategy and operations consulting to provide next-level, data-driven digital marketing strategy to both B2B and B2C brands across a wide range of industries via Spark Growth.
In early 2018, Elissa and her team noticed three things. First, third-party data was showing that people are more interested in engaging with other people, including company leaders, than with brands on social media. Second, across the board, social media platform algorithms preferentially treated individual’s content over brand content, giving them greater organic reach. And third, marketing and PR teams were often handling leader’s social media profiles themselves, but were looking for an expert to help them create and manage a more strategic presence, and finding very few firms with this expertise and focus.
With these findings, Influential Executive was born. Elissa and her team spent a year in research and development mode, analyzing data and creating proprietary tools and frameworks that specifically focus on social media for leaders. They conducted original research studies and published numerous articles on their findings.
Elissa has applied these learnings to create the tools and processes Influential Executive uses with its clients to create, manage and advise on leadership social media presence. She drew on her 15+ years of experience working with senior executives to define effective and realistic ways of engaging executives and their marketing teams in an efficient, tested process. This collaborative approach incorporates each executive’s authentic voice and areas of interest and expertise, and is designed to complement the brand’s social presence.
Elissa also spearheaded the development of a proprietary tool, Social Intelligence Optimization (SIO), to elevate insight into what content resonates with each client’s audience. The SIO tool enables the collection, categorization and analysis of datasets from each social platform to facilitate thoughtful social media decisions and measurable results for both leaders and brands.
Whether driving leads for a B2B executive or attracting talent and increasing positive sentiment for a B2C leader, Elissa has built the team and the tools necessary to move the dial on business objectives for clients.
Despite the growing evidence supporting the benefits of an executive social media presence, getting your leadership team on board may feel like a daunting task.
In order to effectively convey the message that spotlighting your company leaders can amplify your current marketing efforts, you need to come to the table prepared.
Download our 4-step guide to position yourself for success, prepare for the conversation, and take the first step toward launching an executive social presence.
While the benefit of a strong corporate social presence is indisputable, recent research shows that we should be shining a spotlight on the leaders behind those brands as well.
Getting your leadership team started on social media can feel like a daunting task with a myriad of unique risks and challenges, but this whitepaper provides practical advice and can serve as your playbook to get started.