Leadership « Lisa Goller

Twenty years ago, Apple CEO Steve Jobs “nailed it” when he predicted the role of computers would evolve from computation to communication. Today the use of social media through computers and mobile sources are the primary means of business communication worldwide.

Although social media has evolved into a fundamental business tool, a recent BRANDfog survey showed that 68% of Fortune 500 CEOs have no presence on any social media platform whatsoever.

Risk aversion and an unwillingness to invest time in these increasingly dominant communication platforms are costing companies more than just money.

The Business Case for Social Media
Here are 8 reasons why your company’s senior executive team needs a consistently active social media presence:

1. Visibility… and sales: Online visibility builds brand loyalty and purchase intent among customers, according to the BRANDfog survey. The greater your executive team’s online presence, the greater the awareness of your brand. Social media helps you build your brand, improve search engine optimization (SEO) and lead generation efforts, and support sales.

2. Brand trust: The BRANDfog survey showed that executives who engage in social media significantly increase brand trust. Also, 75% of stakeholders state that CEO engagement on social media leads to better leadership. This means consumers perceive that social media use increases trust in your corporate brand – and your executives’ personal brands, too.

3. Accountability: Customers have come to expect corporate transparency about everything from product origin, clean supply chains and corporate responsibility. Social media helps companies demonstrate public accountability for their policies and practices.

4. Connection: Social media allows leaders to engage with their audiences in a meaningful way. According to the Brandfog survey, 83% of senior leaders think CEOs who actively participate in social media can build better connections with their customers, employees and investors.

5. Accessibility: Social media has increased the demand for leaders to be accessible, so that customers and stakeholders can engage directly. Whether or not executives engage on social media, stakeholders now expect relevant, timely and personal replies to their messages – opportunities for your company to show you care.

6. Access to other leaders: By being active on LinkedIn alone, senior-level executives have the opportunity to connect and communicate directly with top leaders at major organizations in their field. These interactions can improve personal career opportunities and corporate business dealings.

7. Market research: Listening to customers through social media is a powerful exercise in market intelligence. Social media interactions allow companies to gain more information from customers than any other channel. Your company can take tangible actions based on external suggestions.

8. Acceptance of “the new normal”: Social media is pervasive and it’s here to stay. Social platforms are today’s sources of news – they are how consumers inform themselves of everything from international terrorist activity to product launches and reviews. It’s time to accept and embrace the new reality that social media plays a role in business communication – and success.

Relief for Common Concerns
To counter risk aversion related to using social media, your C-suite should consider the bigger risk of being seen as an outdated, impersonal dinosaur that fails to adapt to change. In response to concerns of time scarcity, your C-suite can keep social simple by focusing on the channels that make the most sense to your company.

Don’t get left behind. Embrace social media and prove that your C-suite is equipped to lead your company, articulate your brand values and shape your corporate reputation in this new digital world.

How does your company’s C-suite use social media?

Lisa Goller helps businesses tell their story. As a Strategic Freelance Writer & Editor, she helps executives and entrepreneurs stand out, look good and save time. Learn more at lisagoller.com

Sources:
Drumwright, Hayes. Social Media Has Become Indispensible for CEOs. Entrepreneur. September 23, 2014.
Kapkow, Matt. Why C-Suite Executives Need to Shine on Social Media. CIO.com. March 18, 2014.
Windisman, Anita. Why the C-Suite Should Embrace Social Media. Sparksheet.com. May 24, 2012.

Think about it: Right this minute you’re already a goldmine of valuable industry insights. With more than a decade of progressive experience in your industry, you’ve seen it all. You understand consumer and market trends better than most. People look to you for answers and you feel energized when you share your wisdom with others.

Now it’s time for you to raise your profile even more and become top-of-mind as a go-to expert in your field.

Gain credibility and stand out from your competitors by sharing your expertise with a broader audience, including your ideal customers, industry peers and the media.

Use these tips to position yourself as an expert in your field:

1. Lead with your strengths:
What makes you stand out from your peers and rivals? Start there. Perhaps your thorough, meticulous approach to leadership allows you to always exceed expectations. Or you’re a visionary who spots market trends before they make headlines. Whatever sets you apart, build your marketing strategy around your greatest talents.

2. Be socially active:
Create – and consistently use – personal accounts on LinkedIn and Twitter. (Consider Facebook, too, for its power to fuel word-of-mouth marketing.) Show, don’t tell, by sharing case studies, e-books and videos that inform your connections about how you help others. Answer questions in relevant LinkedIn Groups. Generously tweet valuable tips your target can use. The more you interact, the more people will get to know, like and respect you for your expertise.

3. Get published online:
Start a business blog as a communications hub that showcases your expertise. Guest post on relevant blogs in your industry. Use strategic keywords to boost your rankings using search engine optimization (SEO). Give your presentations greater mileage by adding them to SlideShare. The more high-quality content you publish in your area of expertise, the more you will be perceived by your target (and Google!) as an expert.

4. Offer to give interviews:
Build your personal brand as an expert by using the third-party credibility offered by the media. While mainstream business publications are ideal platforms, consider trade magazines for your industry, too. Sign up for Help a Reporter Out (HARO) to offer your industry expertise and opinions in return for opportunities for flattering media coverage to boost your visibility among the masses.

5. Speak up:
Gain influence by taking the stage at industry conferences or participating in panel discussions your target market attends. Public speaking is a powerful way to command attention and engage the right audience. To gain momentum, start local, then build up to speaking at larger, national events.

However you choose to position yourself as an expert, keep your messaging clear, simple and memorable. Giving away your wealth of knowledge can help you position yourself — and profit — as a successful industry expert.

How else could you position yourself as an expert in your industry?

Lisa Goller helps businesses tell their story. As a Strategic Freelance Writer & Editor, she helps executives and entrepreneurs stand out, look good and save time. Learn more at lisagoller.com

Resources
Fleiss, Will. 6 Tips for Crafting a B2B Thought Leadership Marketing Strategy. Outbrain. August 27, 2014.
Patterson, Maggie. 5 Tactics for Positioning Yourself as an Expert Starting Today. Female Entrepreneur Association. August 7, 2014.
Riklan, David. The Top 10 Ways to Position Yourself as an Expert Using Social Media. Early to Rise.

Lisa Goller

I help businesses tell their story

Tag Archives: Leadership

Strategic communications for leaders