Every CEO or executive has a different approach to social media. Some prefer to be hands-on, crafting their own posts and engaging directly with their online community, while others see the value in delegating the process to their in-house marketing team or external social media marketing partner. Both approaches have their unique benefits and challenges. The key is choosing the right strategy for your goals, availability, and expertise.
The “Hands-On” vs. the “Fully Managed” Executive
The “hands-on” executive is someone who wants to be included in the development and management of their social media — at least in some capacity. They’re highly engaged and feel that their involvement and personal contributions help make their online presence more authentic.
Within this category, there’s a broad spectrum of involvement. On one end are executives who have no outside help whatsoever, preferring to create social media content themselves and post whenever they get a chance to. On the other end, some hands-on executives work with an external executive social media agency. Here, the executives may be involved in certain steps, such as reviewing content that marketers develop for them.
The “fully managed” executive is someone who prefers to have a team managing their social media presence for them. These executives may be involved early on, such as the planning/strategy phase, where key business objectives are discussed. After that, they may take a backseat, leaving content creation and social media performance management to their team.
In both cases, the executive social media program can be successful — if managed by the right group of marketers.
Read about how our team worked with “hands-on” executives in this case study. For an example of a “fully managed” executive where we primarily worked with the individual’s marketing team, click here.
1. Content Creation: Generating Ideas vs. Leaving It to the Team
Hands-on executives enjoy brainstorming and love sharing personal insights and post ideas. For executives who are really hands-on, or are managing their own social media presence, it’s common for them to draft posts by themselves. Some hands-on executives collaborate with content creators and marketers to ensure the final message reflects their unique voice. For instance, they may shoot over a quick email with a link to an article that they found intriguing. This content would then be worked into the executive’s future content.
In contrast, fully managed executives take a different approach. They essentially hand over the reins to their in-house marketers or an external agency to develop and refine content based on company goals and personal brand positioning. They may provide input from time to time, but largely trust digital marketing professionals to craft high-quality content on their behalf. When working with a partner agency to launch an executive social media program, it’s important to look for experienced digital marketers — rather than just ghostwriters who may not focus as heavily on driving towards business goals.
2. Social Media Management: Direct Engagement vs. Delegated Interaction
Social media is a place to be social, yet it can be hard for busy executives. Hands-on executives want to be in the conversation — replying to comments, resharing posts, engaging with industry peers, and staying active on the platform. This approach builds authenticity but requires a hefty time commitment that most executives struggle with.
Hands-off executives allow their team or partner agency to handle social media interactions on their behalf, while they themselves stay informed of high-level conversations. They may be briefed on engagement trends, but don’t actually manage day-to-day interactions personally. Proactive engagement is an activity that we believe is valuable in expanding an executive’s reach and creating a more authentic digital presence.
3. Tactical Activities: Managing the Calendar vs. Streamlining the Process
Some hands-on executives prefer full control over their social media program, handling day-to-day tasks like scheduling posts. They may use scheduling tools themselves, or just post on their social media whenever they get a chance. For hands-on executives working with an in-house team or external agency, they want to review all content, and often make direct edits or feedback themselves.
In contrast, the fully managed executive may not even see their social media posts before they get published, especially if the agreed-upon process is that the content would be developed, reviewed, and managed entirely by their team or agency. In this scenario, the executive relies on digital marketing specialists to align the content with business objectives, and to determine the best posting schedule to optimize content timing.
4. Strategy and Analytics: All the Details vs. Big-Picture Insights
The hands-on executive wants visibility into all or most performance metrics. On their own, they’re savvy with social media and know where to find metrics such as post impressions. If they’re working with a marketing team or agency, they’re the type of executive that goes through every single page of the report to get a better understanding of how their executive social media program is going so far.
On the flipside, the fully managed executive is only interested in the big picture, rather than the minor details. If they’re working with an agency, these executives will most likely have delegated someone on their team to review performance reports, trusting them to analyze performance on the executive’s behalf.
Finding the Right Balance
Both the hands-on and fully managed approaches to executive social media have their advantages and potential trade-offs. A hands-on executive benefits from a highly personal presence, directly engaging with their network. However, this approach requires a significant time commitment and can lead to inconsistencies in posting cadence. Without a clear strategy, content may lack alignment with business objectives, making it more reactive than intentional.
A fully managed approach, on the other hand, provides a structured, strategic way to maintain a strong online presence without demanding the executive’s daily attention. While some may worry that handing over social media management dilutes authenticity, an experienced marketing team ensures that content remains true to the executive’s voice. With the right processes in place — such as tailored content development, strategic messaging, and thoughtful engagement — this approach allows executives to leverage their public persona effectively while keeping their focus on high-level business priorities.
The best approach depends on the executive’s goals, the amount of time they can devote to their personal social media presence, and their desired level of involvement. For executives or marketers looking to launch an executive social media program, we can help! Click the button below to schedule a consultation with one of our social media marketing experts.