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With a degree in aerospace engineering and her previous work at NASA, Aisha Bowe took her passion for science and founded STEMBoard, a company that provides cost-effective engineering and IT services. By analyzing her Instagram and LinkedIn presence, it's clear that Bowe understands both platforms’ strengths and weaknesses and has successfully created content that is most effective on each one. Keep reading to learn more tips on how executives can use these platforms to build their own social media strategy.   Using a Structured Instagram Layout What makes Instagram different from other social media platforms is its heavy reliance on visual content, whether it's an image or a video. When browsing through a user's feed, you will see the images first, rather than the post's copy. Here is a look at Bowe's Instagram layout: What makes her online presence stand out from other executives...

In today’s Executive Spotlight, we analyze how James Caan, the CEO of private equity firm, Hamilton Bradshaw, uses a diverse array of content types and repurposes posts across his Twitter and LinkedIn social media profiles. These practices help establish him as an executive with a strong online presence. ...

During the COVID-19 crisis, Arne Sorenson, president and CEO of Marriott International, made headlines with his thoughtful video message in which he showcased strong leadership skills. Given the major global impact of the pandemic, his approach was touted by many as being an example of how executives should address the situation—by being honest, genuine, and outlining a clear path forward. In today's Executive Spotlight, we analyze his LinkedIn and Facebook social media profiles to see how Sorenson has translated his leadership style to his online content. As an executive on social media, his strengths lie in establishing his thought leadership through long-form LinkedIn articles and video content, in order to address topics important to him.   LinkedIn: Establishing a Thought Leadership Strategy With over 770,000 followers on LinkedIn, Sorenson's content draws a lot of user engagement in terms of reactions and comments. Many of...

From text-only posts, to videos, to third-party articles, executives have a variety of content types to choose from when posting on social media. In this article, we put the spotlight on Jo Ann Jenkins, the CEO of AARP. Based in the U.S., AARP is the largest nonprofit organization in the country and provides benefits for citizens over 50 years old. Using social media profiles on both LinkedIn and Twitter, Jenkins has developed a strong brand voice across her social media content.   LinkedIn: Potential to Grow Personal Branding    Starting with LinkedIn, Jenkin's About section on her profile is effective, covering key points in her career. We always recommend that executives start off with their most recent position, which Jenkins has done. The About section is also a good way to optimize for relevant keywords related to the executive and their industry, which can...

In this Executive Spotlight, we will be looking at Gene Kelly’s LinkedIn and Twitter accounts. As the chairman and CEO of Southwest Airlines, his company has been greatly impacted by the coronavirus and governments setting restrictions on travel. As we will discuss in this article, Kelly has used his online presence to promote a sense of optimism by focusing on positive company initiatives....

Stephen Kelly, the current Director of Kimble Apps (a professional services automation software) and Locum’s Nest (an app connecting doctors to locum work in hospitals) has many titles under his belt. As the former CEO of Sage Group, he was also previously the CEO of Micro Focus and Chordiant Software, and worked for four years as COO for the U.K. Government. Though his various positions have spanned across different industries, Kelly still manages to maintain a consistent presence on multiple social media platforms. In this article, we will be analyzing Kelly’s LinkedIn and Twitter platforms. We will be looking at the way he utilizes his content and tone on each respective platform, and how these strategies adhere to best practices when it comes to reaching target audiences. Executives can draw inspiration from the way Kelly adjusts his content accordingly, which helps...