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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...

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...