In a previous article, How Executives Can Use Video on Social Media, we shared why videos can be an important tool for executives. Based on our own executive clients, we find that those who share videos featuring themselves speaking about industry topics consistently outperform executives who do not create videos. Creating videos for executive social media is more straightforward and easier than you think. So, why are many executives still hesitant to appear in front of the camera? Keep reading to learn about the top five myths about videos that are holding executives back from achieving more engagement with their social media content, strengthening their thought leadership, and driving toward their business goals.   Myth #1: Videos Have To Be Highly Polished and “Professional” There's a misconception that videos shared on an executive’s social media page need to be professionally produced with high production value (and...

Today, establishing a digital marketing program for a company is a given. Similarly, more CEOs and other business executives are finding value in establishing an online presence for themselves as a way to promote their company while strategically positioning themselves as an expert in their field. With marketers juggling both company branding and their executive’s personal branding, what are some of the challenges — and untapped opportunities — to be aware of?   Why Business Executives Need Personal Branding and Social Media Digital marketing strategies continue to evolve over the years. Even before the pandemic forced marketers to pivot, we saw changes in the way business leaders approached their personal positioning. Understanding that their company’s audience is increasingly using social media as a research tool, it became clear that executives with a strategic social media presence had a significant advantage over competitors that did...

The growing momentum of executive social media means LinkedIn’s thought leader ads are a useful addition to the platform. This feature allows marketers to sponsor or “boost” organic posts from their employees, such as their CEO or other executives. A complementary piece to your overall digital marketing program, LinkedIn’s thought leader ads can help drive brand awareness, build credibility, and strategically position your executives on LinkedIn. In this article, we share our tips on how to craft the perfect LinkedIn post to sponsor as a thought leader ad!   Before You Start, Identify Your Goal! The first thing marketers should keep in mind is that you don’t want to sponsor just any post from your executive. If you’re investing in thought leader ads, start with a goal in mind. Thought leader ads take an organic post and push it out to your target audience...

As 2024 quickly approaches, it’s clear that executive social media is not only here to stay, but has become an even more integral part of many digital marketers’ strategies. Not only is positioning the company on social media vital for creating a strong online presence, but more CEOs and executives are also strategically establishing themselves on social media — and reaping the benefits, such as increased brand awareness and credibility. Whether you launched an executive social media program this year or you’re still looking into it, here are some goals to focus on in 2024!   For those just getting started with their executive social media program… In 2024, one of your goals could be to start positioning one (or a number) of company executives on social media. Their online presence will complement your existing digital marketing activities, including your company’s organic and paid...

Many social media platforms give users the ability to promote or sponsor a post. Whatever the terminology you want to use, the process and purpose are similar: put some ad dollars behind an organic post and push it to a more targeted audience that may not see the post organically. It’s not quite the same as other paid ad campaigns since a promoted post starts out as organic content, but once you’ve boosted your post, you can expect to see more impressions and engagement as it gets shared with a wider audience. This feature is available on LinkedIn and is called “boosting” (read more about boosting a post here). Marketers can select an organic post shared on their company page, set a budget, and boost it to a defined audience. However, while marketers can boost posts on a company’s LinkedIn page, there was...

It’s never been more important for organizations to launch an executive social media program, yet for every CEO that’s using social media effectively to drive toward company objectives, there are countless others who are resistant to being online. Marketers, you may be aware of the many strategic reasons why you want to position your company’s executive online, but what can you do to convince them that this effort will be worth it? Here are five reasons why many CEOs don’t want to be on social media — and how, as marketers, you can navigate these challenges to get them online!   Reason #1: Execs Don’t See the Point of Using Social Media One of the most common reasons why executives don’t want to use social media is because they don’t see the point of doing so. In many cases, these execs only have a surface-level...