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Social media is a powerful tool. When used correctly, it can help CEOs connect with their audience, build their personal brand, and help their company reach its business goals. However, social media is a public platform, and sometimes an executive's message may be misconstrued by the general public, or a spur of the moment Tweet might hurt their company. That being said, the benefits of having your company's leadership team on social media far outweigh the risks. To learn more, take a look at Managing the Risks of Executive Social Media Presence, an article written by our CEO, Elissa Liu. In this article, we look at three different topics that CEOs will want to be careful talking about on social media. We also look at examples of how social media posts have hurt brands in the past, and offer tips on how to...

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...

Every year, we see an increasing number of Fortune 500 CEOs using social media. In our blog series, Executive Spotlight, we have looked at how different executives use social media to achieve their goals. If the ultimate objective of an executive's online presence is to achieve specific company goals, where does their own personal content fit into the mix? The answer lies in understanding key metrics and knowing how to balance promotional social media content (i.e. content related to the company) and personal content (i.e. content related to or created by the executive).   Digital Marketing Metrics For executives who use their online presence to help their brand achieve specific goals—such as generating leads or improving brand awareness—understanding digital marketing metrics is important. After all, we want to determine which content is making the most impact in terms of driving toward these goals. One...

Social media hashtags are a ubiquitous feature found on many apps. From Instagram to LinkedIn, it's hard to scroll through any feed without seeing other users and brands adding hashtags to their content. For executives with a social media account, it's important to use hashtags both correctly and strategically. Posting consistently on social media is one aspect of a strong online presence, but making sure a CEO's content reaches as many users as possible is another challenge. In this article, we look at three different hashtag groups—popular hashtags, niche hashtags, and branded hashtags—and why an executive would want to use one over the other. Keep reading to the end where our marketing experts provide tips on how to optimize your social media content.   Learn about the pros and cons of three social media hashtag types   Popular hashtags Niche hashtags Branded hashtags Our Expert...

While many B2C brands incorporate social media as part of their digital marketing strategy, B2B companies have typically lagged behind in establishing a strong online presence. In certain heavily regulated industries, it is not uncommon to see top-performing companies have little to no content on their social media pages. However, just as B2C executives benefit greatly from having a strong social media presence, the same concept applies to B2B executives. In this article, we discuss three reasons why CEOs in a B2B industry should be on social media and provide you with three expert tips on how to get started.   #1: Social media puts executives in front of their audience. Many B2B brands have typically relied on referrals and other traditional marketing methods (e.g. sales agents) as their primary method for driving new business leads. However, as we have seen during the COVID-19...

The benefits of social media for businesses does not end at the brand’s presence, but can also extend to include its leadership team. Whether handled by an in-house marketing team or an outside digital marketing agency, more executives are establishing a stronger online presence through popular platforms like LinkedIn, Twitter, and Instagram. When executives use social media to establish their personal branding, this has been proven to be a highly effective way to complement a brand's existing social media strategy. When establishing your executive social media program, one important step is to set key performance indicators, or KPIs. As the name suggests, KPIs help measure the performance of your campaign. It is helpful to think of it as a measurable goal that can be set before the social media campaign begins. Throughout an executive's social media program, these numbers can be...

Many brands today have a social media presence and more executives are seeing the value of being online as well. As a part of a brand’s marketing strategy, 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 can stand on its own, while also complementing the brand’s overall marketing strategy. In other words, these are executives who post their own content rather than retweeting or copying every post from the main brand account. In this article, we analyze content tone and topics that resonate best when delivered on an executive’s social media account rather than the general brand account. Digital marketers can use these differences to develop their own social media strategy that is more holistic in its approach.   Brands versus Executives on...

If you’re wondering whether your target audience is on social media, the short answer is: yes. Whether you’re seeking new customers, looking to foster relationships with talent or fishing for investors, your target audience is using social media to make decisions, and a thoughtful executive social presence can do wonders when it comes to building credibility around your brand. In fact, a BRANDfog survey found that 73% of respondents indicated that being engaged on social media makes CEOs more effective leaders by building trust and confidence. Additionally, 93% of respondents said that socially engaged CEOs are able to build better connections with customers, talent, and investors. The bottom line is, whether you’re looking to build out a social program for your company leaders or you’re an executive looking to bolster your own presence on behalf of your brand, communicating regularly...