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During the COVID-19 crisis, Arne Sorenson, president and CEO of Marriott International, made headlines with his thoughtful video message in which he showcased strong leadership skills. Given the major global impact of the pandemic, his approach was touted by many as being an example of how executives should address the situation—by being honest, genuine, and outlining a clear path forward. In today's Executive Spotlight, we analyze his LinkedIn and Facebook social media profiles to see how Sorenson has translated his leadership style to his online content. As an executive on social media, his strengths lie in establishing his thought leadership through long-form LinkedIn articles and video content, in order to address topics important to him.   LinkedIn: Establishing a Thought Leadership Strategy With over 770,000 followers on LinkedIn, Sorenson's content draws a lot of user engagement in terms of reactions and comments. Many of...

In this Executive Spotlight, we will be looking at Gene Kelly’s LinkedIn and Twitter accounts. As the chairman and CEO of Southwest Airlines, his company has been greatly impacted by the coronavirus and governments setting restrictions on travel. As we will discuss in this article, Kelly has used his online presence to promote a sense of optimism by focusing on positive company initiatives....

Not all social platforms are equal, and while some platforms like LinkedIn are ideal for showcasing owned content in the form of articles, no platform is quite as well-positioned for leaders to observe, join, and ultimately impact a wider narrative than Twitter. Twitter is a timely, trend-driven platform that is ideal for sharing newsworthy content and authentic perspectives. It can be leveraged not only to have a voice in relevant industry conversations but to also quickly communicate expertise and unique perspectives with followers. It is also a platform that encourages commenting, sharing and discussion. In this blog post, we’ve put together guidelines to help executives effectively leverage the platform for impactful thought leadership on Twitter. "While Twitter increased the character count maximum per tweet from 140 characters to 280 characters in 2017, the ideal length of a tweet has remained between...

Richard Branson says, “I don’t see any separation between work and play – it’s all just living, and I love sharing all of it,” and his LinkedIn profile clearly reflects that sentiment. Dr. Yes—as he is affectionately referred to at Virgin—is a self-proclaimed dyslexic thinker who loathes ties and believes in turning ideas into reality, as demonstrated time and again at Virgin. Branson’s professional LinkedIn profile effectively showcases each aspect of his identity, blending business, personal, and larger social topics to position himself as both a reliable source of information and an approachable person. Richard Branson is currently the number one rated LinkedInfluencer—an exclusive collective of 500+ of the world’s foremost thinkers—let’s shift our executive spotlight to Richard Branson and take a closer look at how he uses LinkedIn to position himself as a revolutionary thought leader. Visuals Richard Branson uses all...

One prominent participant in the Google walkouts conversation was Luis von Ahn, CEO and co-founder of language-learning app Duolingo. In this edition of Front Page Execs, Influential Executive will be examining what von Ahn did right, why he did it, and what he should have avoided when engaging in this conversation....

“I like forensic accounting, financial crisis hindsight, and kittens.” What Tracy Alloway has in her bio on her Twitter page is helpfully indicative of the type of content her followers can expect from her: a healthy blend of financial insights and humor. Formerly the US financial correspondent for the Financial Times, Tracy now works as Executive Editor for Bloomberg Markets. As the face of one of the largest financial magazines in the United States, Tracy positions herself as a thought leader within the financial news industry in order to promote both herself—and, by extension, Bloomberg as a whole—as a reliable provider of the most recent information and original insights. To this end, Tracy takes full advantage of Twitter’s fast-paced and discussion-focused nature, using it as her primary platform for leading the online conversation. Let’s shift the Executive Spotlight onto how...

Many executives, particularly those in business-to-business (B2B) industries like consulting, architecture, engineering, law, financial services, and technology, have a common goal with their digital presence: to establish themselves as a credible business leader in their field with a strategic thought leadership program. As we mentioned in a previous blog post, millennials are now a key part of the workforce, meaning that they are both potential talent and potential customers for your brand. As these millennials often turn to social media to learn more about brands, having an influential executive’s voice speaking for your business is crucial to gaining both their attention and their trust. Once an executive has successfully positioned themselves as an industry expert, they will no longer have to constantly seek out sales inquiries, speaking and media opportunities, and increased visibility themselves. Rather, they will receive an increasing flow...