Why Executives Should be Active on Social Media
In 2020, most savvy brands and companies have amplified their social media presence to promote their products and services in the wake of shifting consumer behavior forced by the pandemic. Brands are re-positioning themselves on veteran platforms like Facebook and LinkedIn as well as emerging platforms like TikTok and Twitch. A brand presence on these platforms has become a non-negotiable in strategic marketing plans and media strategy. So why aren’t executives tackling their own social media with the same gusto?
For executives, social media provides the unique opportunity to share your distinct messages directly with key audiences. Authentic, honest communication on social media can set executives apart to their customers, employees, shareholders and competitors. Here are some fundamental reasons every executive should be active on social media.
- Your Audiences are on Social Media
According to Statista, by the end of 2020 there will be 3 billion global social media users. Social media is no longer a cutting-edge platform; these platforms are now the communication channels of our world. Your customers, employees, clients and investors are on social media, and they are paying attention to the messages you are, or aren’t, sharing.
Social media is a cost-effective, real-time way to engage with diverse audiences around the world. A 2019 study found that 37% of U.S. adults prefer to get their news online, 15% of which preferred social media over a traditional news website. While there is plenty of strategy to discuss about which platforms to use depending on the age range and interests of your audience, the fact is entertainment is no longer the main reason to download a social media platform, and millions of Americans are turning to social media to hear what’s on the news, and what your company has to say.
- Thought Leadership
Beyond speaking events and guest columns, social media is another avenue for executives to position themselves as thought leaders in their industry. Through sharing third-party articles, commenting on industry trends and promoting company successes, executives can gain attention and credibility through their social channels. LinkedIn and Twitter are especially good vehicles for gaining thought leadership credibility, as professional conversations have their home on LinkedIn and oftentimes Twitter as well.
Sharing your unique point of view online, coupled with strategic hashtags and timing, can stimulate conversations within your industry—with you positioned as the expert. Look at Melinda Gates on LinkedIn, for example. She has more than five million followers and routinely shares third-party articles with commentary, uploads videos and engages with fellow connections through likes and comments. She has amassed a great following because people rely on her to share her thoughtful, relevant musings consistently.
- Building Authenticity and Trust
Activity on social media can also work to build trust and credibility. Take a look at Gary Kelly, CEO of Southwest Airlines on Twitter and LinkedIn. His social media presence embodies the spirit of Southwest Airlines. He shares his messages to employees about furloughs and layoffs directly on his social platforms and frequently shares video messages to a variety of audiences. His comfort with social media makes him appear accessible and trustworthy.
- Speak Directly to your Audience in Times of Crisis
During times of crisis, your key audiences, especially employees, will be on the lookout for your messages and guidance. While it is tradition to send company-wide memos, it doesn’t hurt to share a bold message of hope and resilience via social media. A few months ago, when the first crisis messaging around COVID-19 was flooding the internet, a few executive messages stood out, all delivered via social channels.
Marriott CEO Arne Sorenson started a COVID-19 video series on YouTube titled, “Authentic Communication during Crisis.” In April, hotels began to feel the devastating impacts of lockdowns. Instead of shying away from the economic impact, Sorenson addressed the hard truth to the world. In his videos, Sorenson candidly addresses the business impacts of COVID-19, positive cases among employees, hiring freezes and executive pay cuts. His tone is calm and reassuring, but he doesn’t dance around the extremely difficult times facing his business and the industry as a whole.
Despite the evidence of the importance of social media, as of 2019 only 54% of Fortune 500 CEOs were active on social media. Some executives continue to worry that social media is dangerous and unpredictable, therefore not worth the risk of putting one’s message out there. The bigger risk in 2020, however, is not saying anything at all. Peter Aceto, CEO of ING DIRECT Canada, says it well.
“Successful leaders will no longer be measured just by stock price. Managing and communicating with shareholders, employees, government, community, customers will be table stakes in the future. They are talking about your business anyway. Why not be included in the conversation?”
Even for executives at private and small companies, a presence on social media is a must-have to build credibility and trust to drive growth. At CGPR, we counsel a variety of executives and brands on their social strategy. We have the expertise and experience to help build a thoughtful and relevant presence on social media for executives in any industry, and our social team is always available for a strategy session.
Your key stakeholders are already on social media, so what’s holding you back?
