brand strategy Archives - Influential Executive

26 Apr

What Executive Persona Are You? (Part 1)

What makes a CEO or business leader stand out on social media? It’s a combination of several factors, including interesting content, a steady cadence of new posts, and personality. In our new 3-part series, we’ll focus on the last factor. The tone and personality of an executive can turn normally drab content into something more — more aspirational, more engaging, more thought-provoking. When we talk about tone and personality, there are many different routes executives can take. Below, we share the first group of common executive personas on social media. (Stay tuned for parts 2 and 3 of our series in the future!) Passionate and Enthusiastic Executives with a passionate and enthusiastic persona love what they do — and they want you to be just as amped up as they are! This tone is often used by executives who discuss big-picture concepts about topics that...

14:01 / Executive Expertise

27 Oct

What Is Executive Thought Leadership (And Why It Matters)

You may have come across this term on social media: “thought leadership.” What is it and can your company benefit from it? Below, learn about what makes thought leadership unique, its advantages for your executives and business, and ways to effectively demonstrate thought leadership online. What is “Thought Leadership”? Thought leadership is the practice of positioning individuals and organizations as influential figures and experts within their particular industry or niche. For the purposes of this article, we’ll be focusing on executives and how digital marketers can support their company leader’s thought leadership strategy on social media. Strategic thought leadership is more than just posting on social media as an executive. It’s about sharing valuable content that engages the audience, conveys the executive’s unique perspective, and is situated within the executive’s particular industry. What’s the Difference Between Thought Leaders and Influencers? Both thought leaders and influencers work to...

15:02 / Guide

04 Oct

How To Deal With Camera-Shy Executives

Video tends to perform better on social media compared to other post formats. For marketers strategically positioning their company’s CEO or other leaders online, how do you deal with a camera-shy executive? In this article, we share tips on how to bring up the topic of creating videos with your executive and how to get started with making them. Why Video Content Matters on Social Media Social media users expect to see a variety of different types of post formats, and this includes video. Compared to text-based posts, posts with a video are more engaging and can be a more interesting way to tell a specific story. In one study, 70% of consumers said that short-form videos are the most engaging type of social media content. Videos featuring an executive can also help them come across as more authentic and relatable, both of which...

15:34 / Guide

01 Sep

Are Your Executive Social Media Goals Too Unrealistic?

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...

15:31 / Guide

18 Aug

How Many Social Media Apps Should Executives Be On?

In our previous guides, we’ve explored how social media can be beneficial to executives who use these platforms strategically. For marketers looking to position their company’s CEO or other executive on social media, it’s not just a question of which platform to use, but how many. Facebook, LinkedIn, X (previously Twitter), Instagram, TikTok, YouTube, Threads — the list of social media apps feels endless. Should your executive post content on just one platform? Two? Or perhaps even three? In this article, we share our expert tips on how to choose between a single platform or multi-platform social media strategy for your company’s CEO or executive. How far along is your executive social media strategy? Is your company’s CEO or executive just starting out on social media, or are they familiar with these platforms and have posted content on them in the past? If your executive...

14:49 / Guide

04 Aug

3 Things Executives Aren’t Doing On Social Media (But Should!)

Establishing a successful executive social media presence requires a lot of strategy: both upfront objectives and ongoing management and performance tracking. Many CEOs and executives think that just posting content on their social media account once or twice a week is enough, but the truth is that there are more factors that contribute to the overall success of their online presence. Keep reading to learn the three straightforward strategies that many executives aren’t doing on social media — but should! 1. Engage With Other Social Media Users There are many ways to boost the visibility of a social media post, such as encouraging people to share the posts or using popular hashtags within the posts. (We wrote an entire article about this topic, so be sure to give that a read too: 5 Ways To Get Your CEO Noticed On Social Media.) For CEOs and...

14:18 / Guide

07 Jul

Accelerate Your Executive’s Online Influence

A company’s online presence can be just as valuable as the company’s social media pages. However, whether you’re dealing with a busy CEO who doesn’t have time to create social media content or you’re just not as familiar with executive social media as you are with other digital marketing strategies, there may be many obstacles preventing you from successfully launching a social media presence for your executives. The good news is that there are ways to fast-track your CEO’s social media presence in order to quickly build their online profile and start driving towards business objectives. One of the quickest and most efficient ways to launch a strategic executive social media program is to partner with experts who have done it before! In our previous articles, we outline ways marketers can leverage executive social media agencies for content creation and social media...

18:13 / Guide

11 May

Launch An Effective Social Media Presence For Busy Executives

One of the most common reasons why marketers haven’t been able to strategically position their company’s executive online is because the executive is often busy with other responsibilities. An executive social media presence has become an integral part of a company’s digital marketing strategy, so this roadblock can be a significant challenge to overcome. However, there are ways to launch an effective social media presence for executives that are short on time. Read our tips below based on our own experience working with busy exec clients! 1. Create Social Media Content in Batches One way to help relieve the burden on executives is to create social media content in larger batches. For example: Draft up multiple posts for them to review at one time, rather than sending out one post to review at a time. If developing videos is a part of your...

12:07 / Guide

28 Apr

5 Reasons Why Your Executive Social Media Fails

As more executives become the public face of their company, establishing a strong social media presence for them has become increasingly important. That being said, if the process of strategically positioning a company’s executive was easy, everyone would have done it by now! Some marketers may have tried to establish their executive’s social media program in the past, but didn’t see successful results, so they may hesitate to try again. As the saying goes, “once bitten, twice shy.” However, not positioning your company’s executives on social media is a significant missed opportunity to drive awareness, obtain leads, or even support internal initiatives such as attracting top talent in a highly competitive labor market. Keep reading this article to learn the top five reasons why your executive social media program is failing — and see our expert tips on how to solve them! Fail...

19:13 / Guide

18 Nov

Build A Strategic Executive Social Media Presence In 5 Steps

Most brands today are active on many social media platforms — but more CEOs, executives, and business leaders are starting to see the value of being online as well. Executives on social media can be an impactful driving force when it comes to accomplishing business goals. The most effective executive social media accounts are the ones that curate a personal brand, while also complementing the company's overall marketing strategy. In this article, we go over five steps in building a strategic executive social media presence. Following these steps not only increases engagement on social media but can also drive results for the company’s overall marketing objectives. 1. Define your social media objectives and goals To produce an effective social media presence, there must be clear goals in place and objectives that can be met. Executives should align their online presence back to their company goals....

17:46 / Articles

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