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This year, we saw a 15% increase in the number of Fortune 500 CEOs on social media compared to 2019. As more executives make the transition to platforms such as LinkedIn, Instagram, and Twitter, how many of them are posting with a purpose in mind and using a strategy that drives toward their business objectives? One way to incorporate a CEO's online presence in the brand's overall digital marketing strategy is to first understand where they fit in at each stage of the marketing funnel.   Top-of-funnel marketing The marketing funnel traditionally begins with the awareness stage where consumers are first introduced to a brand’s product. One important aspect to keep in mind is that the CEO’s content may be the first touchpoint potential consumers have with the brand. Here is an example from Basecamp founder and CEO, Jason Fried. https://twitter.com/jasonfried/status/1294718565975592960   By sharing positive user feedback and...

Salesforce CEO Marc Benioff is an executive who primarily focuses on COVID-19 related posts on his Twitter account. The timely nature of his actions are primarily reflected in his decision to co-sponsor the “Next-Gen Mask Challenge” in July of 2020. Motivated by statistics showing that one-third of the U.S. population do not regularly wear masks, this event calls on youth creators to submit innovative designs for surgical-grade protective masks. The type of online presence Benioff employs on Twitter, particularly within the last few months, is primarily based on informing followers about public safety measures and how the world can effectively adapt moving forward. ...

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...