One of the most common questions clients have for our team at Influential Executive is: who will be supporting their executive social media programs?
Some are surprised when they hear it’s not just a single ghostwriter managing their LinkedIn content, but rather, an entire digital marketing team filled with different roles and responsibilities. And in fact, we don’t have ghostwriters on our team — just digital marketers!
In this article, we’ll take you on a behind-the-scenes “tour” of Influential Executive and how various roles contribute to an executive’s online presence.
A Collaborative Approach to Social Media
Our agency’s strengths lie in the diverse expertise of our team. We don’t rely on one individual to handle the entire social media strategy. Instead, we have specialists in various areas working together to ensure that every aspect of an executive’s digital footprint is fully optimized.
Here’s a look at key roles that power our client’s executive social media presence:
- Account Managers: Strategic Vision and Coordination
At the heart of our process is the account manager, the strategic leader who drives the overall direction of the social media program. They ensure that every piece of content is aligned with the executive’s overall goals, whether it’s increasing brand awareness, being positioned as a thought leader, or driving clicks to the company website.
Understanding both the high-level vision of the program and being involved with different team members in day-to-day execution, the account manager serves as our client’s main point of contact, ensuring seamless communication and alignment between teams. On that note, something that our clients value about their partnership with Influential Executive is our flexibility and ability to adapt the social media program to their needs (and they’ve been vocal about this as well!).
For example, it might sound obvious, but every company has different communication preferences — and we’re happy to adapt to what works best for them, whether it’s setting up weekly quick video calls, creating a shared Slack channel with the executive’s dedicated reviewer or team, or relying on good old-fashioned email. Being able to integrate into an executive’s team with little to no friction has been one way we’ve set ourselves apart from other agencies.
- Social Media Copywriters / Social Media Strategists: Crafting an Executive’s Voice
Our copywriters/strategists are the storytellers of the team. They craft content that’s tailored to our executive client’s voice, focusing on thought leadership and industry insights. Every post is carefully researched and aligned with the executive’s personal and professional brand. We even have something we call a “calibration test” which measures the alignment of content topic and tone with clients.
A question we often get is whether our team can develop content for an executive in a specific industry. Over the years, we’ve worked with clients across a range of sectors, including healthcare, technology, professional services, consumer goods, philanthropy, and many more. Going deeper, we have previous expertise in specific subsectors as well. Take technology for example. We’ve created strategic content for executives across B2B and B2C companies, ranging from AI and privacy platforms to telecom and data centers.
One of the biggest misconceptions prospective clients have is that a team “needs” to have prior experience if they’re going to write content. That’s actually not the case! Through our research and editing process, we’ve created compelling and goal-oriented content even in industries that may be new to us. That’s because we take a digital marketing approach that distills the most important information from a client’s industry and makes it accessible for a social media audience and the executive’s target audience.
Of course, since the content will be posted on the executive’s social media page, it needs to be engaging as well, and this is what makes us different from agencies that focus on ghostwriters — we’re marketers first, so we have a deep understanding of platform features, trends, and what will resonate with social media audiences.
- Copy Editor: Ensuring Precision and Impact
Once the content is written, it passes through the hands of our copy editor. While copy editors review for spelling, grammar, and formatting, their role goes beyond just looking out for errors. The editor refines the messaging further if needed, making sure every post is accurate, clear, and compelling. They ensure that the tone is on-brand, not just for the executive but for their company as well. Ultimately, social media content needs to engage a client’s audience, driving both interest and trust in their leadership and company.
- Graphic Designer: Visually Compelling Content
Social media content isn’t just about words — the graphics matter too! In fact, on certain channels, audiences are typically drawn in by the visuals first, which makes custom graphics a key strategy we recommend to our clients. Over the past few years, video has surged to the forefront of social media, becoming one of the top formats that audiences engage with. Outside of video-first platforms like TikTok, platforms like LinkedIn have made efforts to increase and upgrade their video features.
Our graphic designers work closely with strategists and copywriters to create tailored, visually appealing graphics that complement our executives’ social media posts. Whether it’s an infographic, an educational carousel, or a short video, they make every content piece stand out in the crowded social media landscape.
- Social Media Coordinator: Executive and Engagement
The social media coordinator ensures that approved content gets posted on schedule and is distributed across the right channels. They’re masters of using scheduling tools and understanding the nuances of social media features and benefits. Their role extends far beyond just scheduling posts.
This role involves an extensive understanding of both the executive’s personal brand and the company’s objectives, enabling them to engage with followers in a meaningful way, whether it’s responding to comments on an executive’s post or adding a comment on a user’s post. When they respond to comments, messages, and mentions, they do so in a way that ensures the executive’s online presence is professional and consistent.
An important part of a coordinator’s role is to grow the executive’s followers on social media. This means understanding the executive’s target audience and proactively reaching out to them. For many in-house marketing teams, this process is time-consuming and requires a lot of research efforts, which is why they often turn to our team at Influential Executive to support with building an executive’s audience.
- Digital Analyst: Tracking and Optimizing Performance
Like our sister company, Spark Growth, a health and wellness marketing agency, we also take a data-driven approach. The digital analyst plays a critical role in fine-tuning the social media program. They monitor key performance indicators (KPIs) such as engagement rate, follower growth, reactions/likes, and other metrics to evaluate how well the executive’s content is performing.
By tracking performance metrics and analyzing engagement data, they provide actionable insights to continually optimize the program. With consistent performance reports that highlight trends, we adjust our approach to ensure that the executive’s digital presence continues to grow and evolve.
Why the Full-Team Approach Matters
Executive social media is about more than just posting updates. If that’s the case, a ghostwriter can certainly get the job done. But we believe a strategic executive social media presence should drive key business objectives. An executive’s online presence helps bolster the company, creating a cohesive digital marketing strategy that supports long-term goals.
At agencies like Influential Executive, clients aren’t just hiring a single social media manager — they’re gaining an entire team of specialists, each bringing unique skills to the table. This collaborative approach ensures that executives aren’t just active on social media, but are achieving return on investment (ROI).
If you’re interested in learning more about whether an executive social media program is right for your company’s CEO or other business leaders, click the button below to schedule a consultation.