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The benefits of social media for businesses does not end at the brand’s presence, but can also extend to include its leadership team. Whether handled by an in-house marketing team or an outside digital marketing agency, more executives are establishing a stronger online presence through popular platforms like LinkedIn, Twitter, and Instagram. When executives use social media to establish their personal branding, this has been proven to be a highly effective way to complement a brand's existing social media strategy. When establishing your executive social media program, one important step is to set key performance indicators, or KPIs. As the name suggests, KPIs help measure the performance of your campaign. It is helpful to think of it as a measurable goal that can be set before the social media campaign begins. Throughout an executive's social media program, these numbers can be...

Many brands today have a social media presence and more executives are seeing the value of being online as well. As a part of a brand’s marketing strategy, executives on social media can be an impactful driving force when it comes to accomplishing business goals. The most effective executive social media accounts are the ones that can stand on its own, while also complementing the brand’s overall marketing strategy. In other words, these are executives who post their own content rather than retweeting or copying every post from the main brand account. In this article, we analyze content tone and topics that resonate best when delivered on an executive’s social media account rather than the general brand account. Digital marketers can use these differences to develop their own social media strategy that is more holistic in its approach.   Brands versus Executives on...

Creating and maintaining an online social media presence is crucial for today’s executives. After all, research shows that over two thirds of consumers believe companies with a social CEO are more trustworthy. This is because many users feel that individuals, like C-suite executives, are much more approachable and relatable than general brand accounts where they do not know who the individual is that they are interacting with. When executives create content for their social media account(s), publishing business-related content can be an effective way to deliver brand messaging and updates. However, one of the biggest mistakes executives make on social media is creating brand-related content that is overtly self-serving or promotional. In this article, we will discuss how executives can seamlessly balance an authentic tone with brand-related content to achieve their business goals, as well as some tips at the end...

For years, executives and even some brands used the fact they operate in a regulated industry to avoid developing a social media strategy and presence. From various sectors of the financial services industry and the healthcare industry to the alcohol and cannabis industries to name a few, there are a variety of regulations that affect marketing and advertising, including social media. However, this does not mean that companies and their executives can do nothing. Having worked with both brands and their key executives to establish a social media presence in several of these industries, we found there are two key steps in developing a successful marketing program in highly-regulated industries. First, it is about clearly understanding the regulatory constraint on any marketing or social media program. The second step is that marketers must design a program and an appropriate review and...

Content mix is an important factor when developing a social media strategy for executives. Original video content draws a great deal of engagement among users and sets the executive apart from those who are not utilizing video as part of their strategy. While the majority of social media content is comprised of text or images, videos have grown to become an important part of online content diversity. In fact, one study showed that social media posts with a video gets shared by users 1200% more than other types of posts, such as text and images. In this article, we will be discussing how original video content can benefit executives on social media by giving them another way to connect with their followers.   Why Executives Should Implement Video Content   When it comes to video content, many studies have shown how important this type...

Millennials are the tech-savvy generation that is quick to adopt new technology and platforms, and are eager to engage with others on social media. They expect a certain level of communication, especially when a brand has a social media account. This presents a unique opportunity for companies to engage with their audience. With many brand social accounts focusing more on promotional content, companies’ executives have the opportunity to engage with the consumer base in a different, more personal way. Now, more than ever before, executives are taking advantage of this opportunity and are getting on social media themselves to engage with the general public. In this article, we will look at how millennials view executives on social media and what this generation expects to see from them, as well as how executives can capitalize on these findings to improve their social...

What Is Social Recruiting?    More job applicants than ever before are using online resources and social media in their job search. One study found that 79% of job seekers use social media to look for new opportunities. The majority of job searches these days are done online, so for businesses to effectively engage in social recruiting (also known as social hiring), a social presence is more important than ever before.  Social recruiting is when companies use social media to tap into this large group of online job seekers by sharing relevant content and appealing directly to potential talent. Social recruiting can include a variety of different processes, such as posting job ads on social media platforms or using social media to learn more about candidates.  An effective part of social recruiting is leveraging a brand’s internal resources in order to appeal to potential...

Yes, executives drive more engagement on average than their respective companies on social media, and yes, your company should absolutely be leveraging its leaders (maybe that leader is you!) to support marketing objectives. If you’re ready to take the plunge and launch an executive social media presence for yourself or the executives at your company, congratulations on the sound decision, and check out our introductory guidebook if you haven’t already! Now, though, it’s time to start thinking about why leaders outperform brands and how to create effective social media branding that will ultimately resonate with your target audience and drive measurable results.  Research suggests that 84 percent of consumers trust recommendations from people they know. This may not seem groundbreaking in and of itself, but it’s particularly telling when combined with the fact that only 15 percent of those same respondents...

We all know content is king, and as the backbone of any social media presence, it’s also the primary driver of social media success. An effective social media presence requires a steady cadence of thoughtful and objective-driven owned content tailored to your unique audience. Any content that fails to resonate will also fail to impact your bottom line. In part two of our two-part B2C versus B2B blog series, we’re going to tackle the nuances of creating social media content for both B2B and B2C executives. While we think it can be valuable to read about best practices for both types of execs, feel free to skip ahead to your most relevant section! B2C Content For an executive in the B2C space, spreading awareness and fostering an engaged community is likely among your top priorities, and building trust among that audience is...

It’s true: regardless of your industry, you and your company can benefit from an executive social media presence, potentially outperforming a branded presence by as much as 320%! Where your industry starts to matter, however, is in your approach. B2B companies and B2C companies have vastly different business models, and the social strategy and tactics employed for each must be customized for those differences. Regardless of which category you fall into, if you’re looking to launch an executive social media presence for yourself or for your company’s leaders, we’ve put together a two-part series covering things you should consider before you get started. In this installment, we’ll be discussing the platform, audience and measurement variations for a B2B versus B2C executive. Platform While every social media platform provides its own unique value, you don’t need to, nor should you, be on all...