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In our recent series about the top retail executives you should be following on social media, we looked at ways they use online platforms to help build their personal brand while achieving their business objectives. Establishing a brand presence on social media is second nature to most digital marketers, but what about helping their company's executives establish their own profile? One of the first steps is understanding which social media platform would be the best fit for your executives. In this article, we look at some of the most popular social media platforms and what makes them stand out. By the end of this article, marketers should have a clearer picture of which social media platforms to position their executives on.  Before we get started, don't forget to download our free step-by-step guide on how to get your company's executives on social...

With more executives learning about the benefits of being online, we have seen an increased number of CEOs and other business leaders on social media. However, what happens when an executive's online presence fails to make an impact? In many cases, they are making these three common social media mistakes.   1. Not having a clear goal for their social media presence Establishing a strong online presence is crucial for any executive, but simply creating an account and posting without a clear purpose is not enough. A strong executive social media program must have a clear goal.  For many CEOs, their online presence helps achieve specific business or growth goals, such as strengthening brand recognition, driving increased revenue, or generating leads. Without having a clear goal, posting content for the sake of it is not a strategic use of an executive's online presence.  Here are...

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...

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...