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The 2020 Social Media Industry Benchmark Report is an in-depth study analyzing engagement rates, posting frequency, and hashtag usage on social media across various industries. Our research shows that on LinkedIn in particular executives achieve significantly more engagement than brands. That being said, by using the updated 2020 engagement rates as a benchmark, executives across different industries can set appropriate KPIs for their social media program. The study looked at 14 different industries but this article will examine four select industries: fashion, financial services, food and beverage, and retail. Based on the findings across all industries, these are the key takeaways for executives looking to establish a strong online presence: Post up to once per day and at least three times per weekday (at least in the beginning). This is an effective baseline for executives to start with since posting more times per...

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. This presents marketers with tricky social media barrier to navigate. 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...

Why Executives Need to be on Social Media Social media for executives — it truly impacts the bottom line. Recent data is showing a compelling reason for CEOs and their teams to look at social media more seriously. Millennials lead the charge on this trend, but they are not the only ones looking to social media and the web to better understand the brands they buy from and the companies they work for - focusing on the leaders that represent them. "Consumers are looking to social media and the web to better understand the brands they buy from and the companies they work for - focusing on the leaders that represent them." Millennial Decisions are Fueled by Online Research Millennials are now a key part of the workforce, meaning that they are both potential talent and potential customers for your brand. These millennials often...

In order to understand what makes our in-house tool, Social Intelligence Optimization (SIO), so powerful, we must first analyze the social media landscape for executives. Our most recent research shows that executives and leaders clearly outperform brands in terms of engagement on LinkedIn, on the order of 3x. But to take advantage of this leg up on brands, executives need a strategic and thoughtful social presence that’s optimized for their audience. "Executives and leaders clearly outperform brands in terms of engagement on LinkedIn, on the order of 3x." As we look to position leaders effectively on LinkedIn and other social platforms, it is critical to analyze and understand the various parameters that can drive impressions and, more importantly, valuable engagements. This is something that agencies and brands alike have struggled with, often resorting to anecdotal insights and conclusions based on very small...

Can leaders and executives naturally achieve much higher engagement rates on LinkedIn than the brands and companies they work for? We’ve seen third-party reports and articles on this subject over the last year or so, but we set out to prove it ourselves with data. We also wanted to better understand the variety of factors driving higher social media engagement rates for top-performing leaders on LinkedIn.   Our Social Media Engagement Research We looked at more than one thousand profiles on LinkedIn, focusing on executives, leaders and brands, and created 3 tiers (low, medium, and high) based on the size of their respective followings. We defined the low tier as under 10,000 followers, the medium tier as between 10,000 and 50,000 followers, and the high tier as more than 50,000 followers. We then examined the rate of social media engagement, defined as likes and...

Many executives, particularly those in business-to-business (B2B) industries like consulting, architecture, engineering, law, financial services, and technology, have a common goal with their digital presence: to establish themselves as a credible business leader in their field with a strategic thought leadership program. As we mentioned in a previous blog post, millennials are now a key part of the workforce, meaning that they are both potential talent and potential customers for your brand. As these millennials often turn to social media to learn more about brands, having an influential executive’s voice speaking for your business is crucial to gaining both their attention and their trust. Once an executive has successfully positioned themselves as an industry expert, they will no longer have to constantly seek out sales inquiries, speaking and media opportunities, and increased visibility themselves. Rather, they will receive an increasing flow...

In 2018, most brands have a social media presence. They invest many hours and dollars into developing a steady cadence of high-quality content that aligns with their brand voice and objectives, and that is optimized for each social channel. On a day-to-day basis, these brands focus on how to capture and engage their audience with creative campaigns and influencer content, all while justifying the investment and trying to show ROI. It’s a road well-traveled for most brands. But what about executives? Most senior executives, however, do not yet have a strong social presence, particularly CEOs. Only 39% of CEOs have any social media presence at all. Why is it that there are so many brands who concentrate on the brand account, and yet often neglect the account of the face of the brand itself? It’s usually a combination of factors, from...