During this time of duress, people are looking to businesses for reliable information and guidance. More specifically, people are looking to the leaders of these businesses.
The latest Edelman Trust Barometer report found businesses are currently the most trusted institution (compared to government, media, and NGOs), and also found that 86% of people expect CEOs to publicly speak out about societal challenges like job automation, community issues, and the impact of the pandemic.
Social media provides an excellent platform for company executives to answer the call with an active presence and outspoken point of view.
There are clear signs that doing so can pay off: LinkedIn research shows that 56% of professionals say a business executive’s presence on social media positively influences their purchase decision and 66% say they would be more likely to recommend a company or brand if they followed a company executive on social media.
The impact of executive thought leadership is only likely to grow in the months and years ahead. We’re ready to help you and your company leaders form a winning strategy in Live with Marketers: The Business of Executive Influence, streaming on Wednesday, March 31st at 2:00 PM ET/11:00 AM PT. Here’s a preview of what we’ll be breaking down.
The Business of Influence: Activating Execs on Social Media
Naturally, company executives tend to be kept busy by their many day-to-day tasks, obligations, and priorities. Embedding social media activity as a part of their routine requires first clearly conveying the value, and then making it easily manageable.
With regards to the former, executive thought leadership supports a variety of different business goals, including:
- Brand and Reputation: Leaders can reinforce a company’s values and purpose, as an authentic amplifier of the messaging
- Market Consideration: Customers are more likely to trust a company when they see unique perspectives and demonstrable expertise from its leaders.
- Demand Generation: Content shared by executives becomes another draw for potential buyers with relevant interests.
- Talent Attraction and Employee Engagement: People want to work for visionary business leaders they respect and can learn from.
When it comes to making executive thought leadership a reality, there are three primary areas of focus.
3 Keys to Impactful Executive Thought Leadership
Find Your Whitespace
Where is the ground that isn’t being covered by your competitors or by industry analysts? Where can you shed new light for your audience and pique their interest? Identifying whitespace is instrumental to becoming a compelling and sought-after thought leader on social media.
For any given company and executive, whitespace lies at the intersection of your expertise, your interests, and the interests of your community. Take a data-driven approach to finding the sweet spot.
Have a Perspective
Bold thinkers don’t just take part in the conversation — they help shape it. Take strong stances on vital issues within your industry or professional space. Advocate for the future state you’d like to see and highlight solutions and innovations that will bridge the gap. Don’t be afraid to challenge conventions and buck the norm with a contrarian take, so long as it’s genuine and aligned with your company’s POV.
Digital Citizenship
Social media marketing is always best when it’s interactive and community-minded. The idea isn’t simply to broadcast, but to interact and engage. Join conversations with others in your field. Search hashtags and comment on trendy content when you have something valuable to add. Respond when others chime in on your own posts
Create a Clear and Comprehensive Plan for Executive Thought Leadership
In our upcoming episode of Live with Marketers, I’ll be joined by LinkedIn’s Amber Naslund and TopRank Marketing CEO Lee Odden, who himself has built an influential executive brand by delivering consistent, high-quality thought leadership.
Together, we’ll explain how you can put the three tips above into practice, how to optimize an executive’s LinkedIn presence, and how to integrate these approaches with your broader brand and corporate communication strategies.
Executive thought leadership is a crucial tactic for modern B2B organizations to understand and effectively leverage. We’ve got plenty of helpful info and advice to set you on the right course. Register now and join us on Wednesday at 1:00 PM ET/11:00 AM PT for Live with Marketers: The Business of Executive Influence!
