25 Sep

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...

14:10 / CEO Insights by Elissa Liu
19 Jun

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...

17:25 / Articles / Guide
08 Nov

What Is Social Recruiting?    More job applicants than ever before are using online resources and social media in their job search. One study found that 79% of job seekers use social media to look for new opportunities. The majority of job searches these days are done online, so for businesses to effectively engage in social recruiting (also known as social hiring), a social presence is more important than ever before.  Social recruiting is when companies use social media to tap into this large group of online job seekers by sharing relevant content and appealing directly to potential talent. Social recruiting can include a variety of different processes, such as posting job ads on social media platforms or using social media to learn more about candidates.  An effective part of social recruiting is leveraging a brand’s internal resources in order to appeal to potential...

18:50 / Articles / Guide
10 Oct

"The higher up you go in an organization, the less you actually know about how the organization *actually* runs. And the CEO is always the last to know." This type of candidness is what you can expect from Jason Fried, the co-founder and CEO of Basecamp. He is not one to mince words, whether it is in his articles about changing business culture, or his tweets criticizing the tech industry having “more worst practices than best practices.” His opinions on how to organize workflow, how projects should be managed, and emphasizing better, ethical business practices neatly ties into the Basecamp brand. At its core, Basecamp is a project management software that emphasizes organization and efficiency in an effort to keep tasks on track. It streamlines communication to increase productivity and helps make projects more manageable. Basecamp is aimed toward businesses that...

14:20 / Executive Spotlight