30 Aug Executive Social Media in the Technology Industry

The technology industry is vast, encompassing sectors such as software development and hardware manufacturing to recent hot topics like artificial intelligence, smart cities, and more. At times, there may even be crossovers between other major industries, such as fintech and medtech.

In the article below, we explore the unique social media landscape for technology CEOs and executives, including key policies to consider and ideas to effectively engage their audience online.

Tech Industry Policies and Regulations

In any innovative industry — such as technology — things move forward at breakneck speed. New tools, platforms, and processes all contribute to an ever-changing environment. What doesn’t move at a similar pace is government regulations and we certainly see that over the past few years with generative AI. That being said, while governments around the world continue to develop their own set of policies, there are existing regulations that tech executives must navigate when using social media for business purposes. Some of the important policies and regulations, as well as major governing bodies in the technology sector, include:

• General Data Protection Regulation (GDPR): Europe’s data privacy and security law that impacts how global tech companies handle EU citizens’ data
• Federal Trade Commission (FTC): A U.S. agency enforcing rules against deceptive advertising and marketing practices.
• Organizational guidelines on social media use: These internal policies help maintain a consistent brand voice and ensure compliance with industry regulations.

Technology executives should collaborate with their legal and compliance teams to understand the specific social media guidelines they need to adhere to, especially when sharing content that involves proprietary technology, sensitive data, or international operations.

As mentioned above, in cases where the technology industry overlaps with other industries, tech executives will want to ensure that their social media content is compliant in these other spaces, such as healthcare.

Social Media Content Technology Executives Should Stay Away From

Avoid posting: Proprietary or sensitive technical information

Tech executives often have access to cutting-edge research and proprietary information. While it may seem strategic to share these details on social media to drum up excitement among customers, the media, and other stakeholders, doing so can compromise intellectual property and give competitors an advantage.  For instance, discussing a breakthrough in your company’s AI algorithm before securing a patent could lead to intellectual property theft. Similarly, revealing details about a forthcoming acquisition or partnership before it’s finalized could disrupt negotiations and affect stock prices.

Avoid posting: Non-compliant endorsements or testimonials

While sharing customer success stories is valuable, it’s crucial to ensure that any endorsements or testimonials are compliant with relevant regulations, such as the FTC’s guidelines. Misleading claims or unapproved endorsements can lead to legal issues and damage the company’s reputation — with their existing clients and potential clients.

Avoid posting: Outlandish or unsubstantiated claims

In a fast-paced industry like technology, it’s common to speculate about the future of emerging technologies or market trends. While thoughtful speculation, such as pondering how AI might evolve over the next decade, can spark valuable conversations, making outlandish or unsubstantiated claims can mislead audiences and damage the credibility of the executive and the company. For example, claiming that your company’s technology will single-handedly eliminate cybersecurity threats within a year is not only unrealistic but also risks setting false expectations among stakeholders.

Avoid posting: Negative or controversial opinions

The technology sector is often at the forefront of global discussions on topics like data privacy, AI ethics, and cybersecurity. It’s valuable for executives to share their insights and opinions on these issues, even if they are occasionally critical. However, it’s important to avoid making overly polarizing or controversial statements that lack constructive purpose, as these can alienate stakeholders or attract unwanted scrutiny. While engaging in thoughtful debate can demonstrate leadership, venturing into extreme or divisive rhetoric offers little business value and can potentially harm your reputation and that of your company.

Ideal Social Media Content for Professional Services Executives

Consider posting: Thought leadership on industry trends

Technology executives are in a prime position to share insights on industry trends. By offering informed and timely perspectives, executives can establish themselves as thought leaders and drive meaningful conversations within the tech community.

Consider posting: Case studies and success stories

Highlighting successful projects or partnerships can demonstrate the practical applications of your company’s technology. For example, sharing how your team helped a client reduce operational costs through automation can showcase the tangible benefits of your solutions. Just be sure that the content posted is compliant with industry regulations!

Consider posting: Personal insights on innovation and leadership

Tech executives can humanize their social media presence by sharing personal reflections on innovation, leadership, and the challenges of navigating a rapidly evolving industry. These posts can resonate with a broad audience, from potential clients to aspiring tech professionals.

Consider posting: Engagement with the tech community

Whether it’s attending industry conferences, participating in hackathons, or supporting tech startups, executives can use social media to engage with the broader tech community. Sharing these experiences can help build a network of like-minded professionals and foster collaboration. LinkedIn in particular is an excellent platform for this.

Consider posting: Casual work-related or personal content

Some social media posts are strongly linked to business objectives like driving revenue or website traffic. However, being social on social media is one of the best ways to kick-start an executive’s social media presence and earn increased engagement at the same time. Examples include:

• Sharing a team photo at a recent company-led volunteer event
• A snapshot of a book an executive is currently reading
• A custom graphic of a quote that resonates with the executive

These more “casual” posts have many benefits, such as:

• Helping to balance out an executive’s social media feed with other types of content so that it’s not 100% branded content all the time
• Creating a more humanized social media feed and showing the executive’s personality
• Attracting potential top talent (i.e. Helping a candidate decide if the company’s work culture aligns with their values)

Building a Tech Executive Social Media Presence

Establishing a strong social media presence is a strategic advantage for technology executives. With the tech industry’s rapid pace of innovation and global reach, executives who effectively use social media can amplify their influence and position their companies as leaders in their space.

While navigating industry regulations is essential, it should not deter executives from leveraging social media to its full potential. By adhering to best practices and focusing on value-driven content, technology executives can make a significant impact in the digital space.

In case you missed it, be sure to check out our previous articles on executive social media in the financial, healthcare, and professional services industries!

In the meantime, if you’re ready to strategically position your executives on social media, click below to schedule a one-on-one consultation with one of our digital marketing experts.

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