Social media usage among CEOs is increasing steadily every year, and this year marks an all-time high. We found that as of August 2020, 62% of CEOs are now present on at least one social media platform. Keep reading for other interesting findings from this year’s research....
This article will address a few female leaders who are using their platforms to spread messages of inclusion, support for other female leaders, and amplifying other female voices. ...
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...
Social media is essential for today’s business founders and executives to build their reputation. Online reputation management requires a long-term and thoughtful strategy, similar to how brand building is accomplished at a company. In this article, we will discuss how business leaders can use social media to help establish their personal branding and set them up for the future. How Social Media Impacts Online Reputation Management Unlike a brand's social media account, executives' accounts are directly tied to the individual, which of course, makes it more personal. Some business leaders focus on brand-related content, such as Southwest Airlines CEO Gary Kelly. Other executives may utilize a completely different social media strategy emphasizing more of their personal interests, like Anand Mahindra. Whichever strategy an executive uses, social media platforms are public and offer executives an effective way to connect with their audience. Because it is...
In part one of “Executives Supporting #BlackLivesMatter,” we discussed executives that openly and actively voiced their opinions in the fight against systemic racism. Here are some examples of executives who are showcasing entrepreneurial leadership by being specific with their action and simultaneously using their personal social media platforms to reinforce the process....
The 2020 Social Media Industry Benchmark Report is an in-depth study analyzing engagement rates, posting frequency, and hashtag usage on social media across various industries. Our research shows that on LinkedIn in particular executives achieve significantly more engagement than brands. That being said, by using the updated 2020 engagement rates as a benchmark, executives across different industries can set appropriate KPIs for their social media program. The study looked at 14 different industries but this article will examine four select industries: fashion, financial services, food and beverage, and retail. Based on the findings across all industries, these are the key takeaways for executives looking to establish a strong online presence: Post up to once per day and at least three times per weekday (at least in the beginning). This is an effective baseline for executives to start with since posting more times per...
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...
When it comes to building an executive's online presence, there are many advantages and disadvantages of social media. The risks of being on social media include not developing a strong personal branding strategy or not appearing communicative enough. These obstacles are easily overcome, either by carefully understanding the challenges beforehand, or working with a knowledgeable digital marketing team that handles content marketing on the executive's behalf. What is clear is that successful executives are the ones that understand the unique benefits social media has to offer, particularly as a digital marketing tool. Previously, we looked at KPIs (key performance indicators) in our article, How to Set Social Media KPIs for your Executive’s Personal Brand. In today's article, we will focus more on the actual goals and how personal branding on social media can help achieve business and personal objectives. 1. Increase Brand Awareness A...
While the Black Lives Matter movement was founded back in 2013, protests against police brutality and anti-black racism have been mobilizing around the world in the last two weeks in response to the murder of George Floyd on May 25. Since then, various leaders and companies have used their social media platforms to support the movement and express messages of solidarity. This article will highlight two Black CEOs—both of whom are on the Fortune 500 list this year—who are using their positions as leaders of major companies to enact change and using their social media platforms to relay this information to their audiences. ...
For many consumers, how and if an executive and their company respond to social issues has grown increasingly important. In one survey, 72% of Americans said it was important to them that companies they purchase from reflected their values. In another survey, 81% believed CEOs have an obligation to speak out about social issues. In the wake of nationwide protests in the U.S. against racist discrimination and police brutality, many brands and executives have taken to social media to voice their support for the black community. Although many of these messages have been praised, an increasing number have received backlash too. For instance, CBS and L’Oréal have been called out by consumers for their past controversies that seem to contradict their support of the movement. In this article, we will look at why messages of solidarity must be authentic and one...