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Every year, we see an increasing number of Fortune 500 CEOs using social media. In our blog series, Executive Spotlight, we have looked at how different executives use social media to achieve their goals. If the ultimate objective of an executive's online presence is to achieve specific company goals, where does their own personal content fit into the mix? The answer lies in understanding key metrics and knowing how to balance promotional social media content (i.e. content related to the company) and personal content (i.e. content related to or created by the executive).   Digital Marketing Metrics For executives who use their online presence to help their brand achieve specific goals—such as generating leads or improving brand awareness—understanding digital marketing metrics is important. After all, we want to determine which content is making the most impact in terms of driving toward these goals. One...

Hashtags are a ubiquitous feature found on many social media apps. From Instagram to LinkedIn, it's hard to scroll through any feed without seeing other users and brands adding hashtags to their content. For executives with a social media account, it's important to use hashtags both correctly and strategically. Posting consistently on social media is one aspect of a strong online presence, but making sure a CEO's content reaches as many users as possible is another challenge. In this article, we look at three different hashtag groups—popular hashtags, niche hashtags, and branded hashtags—and why an executive would want to use one over the other. Keep reading to the end where our marketing experts provide tips on how to optimize your social media content.   Learn about the pros and cons of three hashtag types   Popular hashtags Niche hashtags Branded hashtags Our Expert Advice on...

Today, we’re highlighting some of the top executives in the tech industry to follow on social media. These leaders are actively sharing innovations in their field and providing important resources and information about their companies’ efforts, particularly focused on how they are adapting and transforming their industry during the pandemic.  ...

Executives who are cultivating an online presence should approach social media strategically. This includes setting KPIs (key performance indicators) and paying attention to social media metrics in order to achieve optimal engagement and performance. To give us more insight on the topic, today we will be speaking with our digital marketing analyst, Zahid Kachwala, who will offer his expertise on KPIs and metrics for executives on LinkedIn. ...

In light of the upcoming U.S. election on November 3rd, over 50 business leaders in the U.S. across several industries have signed a statement shared on Leadership Now Project’s website. The statement is a public call to action about the importance of democracy and voting, even during a period of crisis. In today's article, we take a look at three different executives who participated in this project and examine how they have used their LinkedIn presence to discuss the upcoming election. In analyzing their posts, we have observed that executives have talked about the election by sharing different content types with their followers in three primary ways: sharing a post from a business page, sharing a post from another LinkedIn user, and posting original content.   Georgie Benardete, Co-Founder and CEO of Align17 On LinkedIn, executives have a variety of options for the type...

With more executives learning about the benefits of being online, we have seen an increased number of CEOs and other business leaders on social media. However, what happens when an executive's online presence fails to make an impact? In many cases, they are making these three common social media mistakes.   1. Not having a clear goal for their social media presence Establishing a strong online presence is crucial for any executive, but simply creating an account and posting without a clear purpose is not enough. A strong executive social media program must have a clear goal.  For many CEOs, their online presence helps achieve specific business or growth goals, such as strengthening brand recognition, driving increased revenue, or generating leads. Without having a clear goal, posting content for the sake of it is not a strategic use of an executive's online presence.  Here are...

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. ...

While many B2C brands incorporate social media as part of their digital marketing strategy, B2B companies have typically lagged behind in establishing a strong online presence. In certain heavily regulated industries, it is not uncommon to see top-performing companies have little to no content on their social media pages. However, just as B2C executives benefit greatly from having a strong social media presence, the same concept applies to B2B executives. In this article, we discuss three reasons why CEOs in a B2B industry should be on social media and provide you with three expert tips on how to get started.   #1: Social media puts executives in front of their audience. Many B2B brands have typically relied on referrals and other traditional marketing methods (e.g. sales agents) as their primary method for driving new business leads. However, as we have seen during the COVID-19...

Social media has been a critical platform for businesses to connect with consumers and market their products or services, particularly in 2020 during a worldwide pandemic. All industries have been forced to explore the power of social networking sites to increase their reach and grow their businesses. However, one industry that has had to rely even more heavily than most on social media during the pandemic has been the healthcare industry. Many healthcare experts who are active on social media use their accounts to provide consumers with accurate information about their services, medicines, and new technologies in the healthcare field. They also engage with other healthcare professionals to stay up to date on all the latest trends and continuously learn from other experts in the science and health fields. Three such healthcare professionals that we have determined to be worth following are...