18 Jan

Posted on January 18, 2024 in Guide

Long-form content can be an effective complementary piece to an executive’s strategic social media presence. With many CEOs and other business leaders using LinkedIn as their primary social media platform, one feature to consider making use of is LinkedIn’s increasingly popular “newsletters.” In this article, we provide a brief overview of what LinkedIn newsletters are, share our top tips to keep in mind, the benefits of your executive having a newsletter, and ideas on what to write about.   What is LinkedIn’s “Newsletter” Feature? Compared to many of the other top social media sites, LinkedIn is truly the home for long-form content. Not only do social media posts feature relatively lengthy character limits compared to a platform like X, but the company’s newsletter feature is also an excellent way to share long-form content on a regular basis. Both individual users and company pages can create...

05 Jan

Posted on January 5, 2024 in Guide

The phrase “new year, new me” doesn’t just apply to you — it can also reflect how executives approach their social media presence. Since we’re just a few weeks into the new year, now’s the time to freshen up any executive social media profiles. With many CEOs and executives choosing LinkedIn as their primary social media platform of choice, here are three easy ways digital marketers can give their profile a makeover.   Update Your LinkedIn Profile Images LinkedIn profiles have two main areas where users can update images: a circular profile picture and a rectangular profile banner. Here is an effective example from General Motors CEO, Mary Barra (a few years ago, we featured her in our Executive Spotlight article). What makes her profile images effective? Her profile headshot is well-cropped and clear. Because the circular profile image size is much smaller than the banner,...

08 Dec

Posted on December 8, 2023 in Guide

As 2024 quickly approaches, it’s clear that executive social media is not only here to stay, but has become an even more integral part of many digital marketers’ strategies. Not only is positioning the company on social media vital for creating a strong online presence, but more CEOs and executives are also strategically establishing themselves on social media — and reaping the benefits, such as increased brand awareness and credibility. Whether you launched an executive social media program this year or you’re still looking into it, here are some goals to focus on in 2024!   For those just getting started with their executive social media program… In 2024, one of your goals could be to start positioning one (or a number) of company executives on social media. Their online presence will complement your existing digital marketing activities, including your company’s organic and paid...

24 Nov

Posted on November 24, 2023 in Guide

There are many topics that CEOs and other executives can share on social media, yet the one that typically draws the most engagement revolves around company culture. Some business leaders may consider these types of posts to be “fluffy” and unimportant. Yes, they can be “fluffy,” but they also contribute to an executive’s overall social media content mix and have a significant strategic purpose. These types of posts may not directly tie into a CEO’s thought leadership strategy, but they have a major impact both on how your company’s executive is viewed by others and can even influence how the general public views your company. In this article, we share our tips on the types of work culture-related content that your company’s executive may want to share online and why it matters.   1. Reiterating Company Values and Culture As the public face of the...

09 Nov

Posted on November 9, 2023 in Guide

Many social media platforms give users the ability to promote or sponsor a post. Whatever the terminology you want to use, the process and purpose are similar: put some ad dollars behind an organic post and push it to a more targeted audience that may not see the post organically. It’s not quite the same as other paid ad campaigns since a promoted post starts out as organic content, but once you’ve boosted your post, you can expect to see more impressions and engagement as it gets shared with a wider audience. This feature is available on LinkedIn and is called “boosting” (read more about boosting a post here). Marketers can select an organic post shared on their company page, set a budget, and boost it to a defined audience. However, while marketers can boost posts on a company’s LinkedIn page, there was...

14 Sep

Posted on September 14, 2023 in Guide

Should executives get “personal” on LinkedIn? While it started out as a platform for professionals (and it mostly still is), you may have seen LinkedIn content that feels like it should be on another platform like Facebook, Instagram, or even TikTok. LinkedIn is getting more personal — in fact, all social media platforms are (they’re just farther along than LinkedIn). But, with LinkedIn aiming to move away from “Facebook-style” posts and return to its business-oriented roots, this begs the question: Should executives share content that’s considered more “personal” on social media, even on a platform like LinkedIn? We share our insights below and provide tips on the type of personal content that can be an effective part of your executive’s social media strategy.   Should Executives Share Personal Content on Social Media? The short answer? Yes. Now, for the long answer. Some executives may shy away from posting...

01 Sep

Posted on September 1, 2023 in Guide

Every social media marketer wants to see their company or executive get a million followers online. Yet, how realistic is this goal? And do follower numbers even matter? Balancing quality and quantity can be tricky so we share our expert advice on how to set realistic goals for your executive social media program, focusing on followers, engagement, and social media activity. For the purposes of this article, we focus our attention on executives brand new to social media or ones with a less developed online presence.   Setting Realistic Goals for Social Media Follower Growth While having hundreds of thousands of followers can look and feel great for anyone on social media, the reality is that the majority of executives online won’t have that many unless they’re well-known figures who have reached “celebrity” status. Examples include Bill Gates on LinkedIn with over 34 million followers...