24 Oct The Rise of C-Suite Activity on LinkedIn: What it Means for Your Brand
An article in The Financial Times shared key LinkedIn findings, showcasing how the platform has become a powerful and strategic tool for CEOs and C-suite executives.
Over the past few years, the number of executives using LinkedIn has risen — but why is this the case? What makes LinkedIn one of the most attractive social media channels for executives? And how can marketers leverage social media for their company executives?
New Research Highlights the Importance of Executive Social Media
Before we dive into executive social media, let’s review the top findings from LinkedIn’s research:
- Over the past five years, the number of U.S. C-suite executives on LinkedIn has increased by 35%.
- Globally, the platform has seen a 23% increase in content shared by chief executives.
- Posts by C-suite executives get around 4x more engagement than content shared by other LinkedIn users.
- After publishing content, CEOs could see followers increase by as much as 39%.
Together, these statistics paint a compelling picture of why more marketers are strategically positioning their CEO and other company executives on social media platforms like LinkedIn.
Now, let’s break down these statistics to see why LinkedIn in particular has seen an influx of C-suite activity.
Why Are More Executives Using LinkedIn?
It’s no surprise that more C-suite executives are turning to LinkedIn compared to other channels like Facebook, Instagram, and TikTok. In fact, our research found that 74% of Fortune 500 CEOs in the U.S. have at least one social media account — and of those executives, 98% of them are on LinkedIn.
The 35% increase in C-suite activity signals a shift in how executives and marketers recognize the platform’s value. LinkedIn isn’t just a professional networking tool, but also a strategic communications and marketing channel. When CEOs and other executives actively share content on a consistent basis, it not only strengthens their personal brand and thought leadership, but also enhances their company’s credibility and brand awareness.
The 4x engagement that C-suite executives receive compared to other LinkedIn users demonstrates how audiences are especially drawn to thought leadership and insights from top decision-makers. Executives hold influence and their content can shape how people view their company, industry trends, and more. When posts are interesting, they invite discussion and foster engagement, which serves to amplify their reach and impact.
While some social media users opt to follow company pages, users are more likely to follow individuals who are seen as more authentic and “real,” when compared to a faceless brand account. LinkedIn’s research indicates that C-suite executives may see their follower numbers increase by as much as 39%.
This number is most likely on the low end of what could be achieved when compared with an executive social media program. For example, for one executive in the IT industry, our team engaged in follower growth and strategic network expansion activities. By researching and engaging with the CEO’s target audience, our team increased his LinkedIn followers by 162%.
How Can Marketers Strategically Position Their CEOs?
Executive social media operates most effectively within a larger digital marketing program. To learn more, check out our previous guide, Does Your Digital Marketing Program Need Executive Social Media?
If you determine that executive social media is right for your business, there are a number of next steps to consider, including…
- Choosing the right executive for social media. Depending on your overall business objectives, it might not be your CEO, but rather, another C-suite executive or business leader.
- Ensuring that your goals aren’t too unrealistic. Executive social media is different compared to brand social media objectives, so setting the right goals is key.
- Considering what executive branding services you need. In-house marketers may have their hands full, which is why many partner with an external specialized agency that can provide social media content creation and management services.
If you need help, take a look at our downloadable guides.
Start Executive Social Media Today!
There’s no better time to begin building your executive’s online presence. Whether your primary goal is to enhance your CEO’s thought leadership, build trust with stakeholders, or elevate your brand’s visibility, a strategic and well-executed social media strategy can deliver impressive results and support your digital marketing program.
If you’re ready to position your executives on social media, click the button below to chat with one of our digital marketing experts!
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