Executive Communications Archive

Delightful metaverse strategies for executives and thought leaders

Executive using VR goggles.

Metaverse—the biggest opportunity for modern business since the creation of the internet or a cartoony wasteland? Technology to transform the enterprise or just avatars with no legs? There are vocal proponents and naysayers. But a steady stream of data shows it’s real, it’s here, and effective thought leadership can be an influential force for business.

Read more: Delightful metaverse strategies for executives and thought leaders

What is the value of being there?

According to a report from the World Economic Forum, 71% of executives say the metaverse will be good for business and 42% see it as transformational. There are big tech players like Meta, Microsoft, Google, and Intel. But corporations like Disney, Macdonald’s, Warner Brothers, and Walmart are also pursuing metaverse technology patents. Consulting partners like Accenture aggressively guide global clients through metaverse strategies. And, according to McKinsey, consumers picture themselves in the next five years shopping, seeing their doctor, attending a live event, and even going on dates. Corporate marketing is all over the messaging and branding at the enterprise level.

We think you should consider the possibilities of executive thought leadership in the metaverse. B2B decision-makers look to executives as influential resources for the latest thinking in an industry (71%) and future trends (68%). Executive thought leadership presence improves brand perception (93%) and directly increases revenue (91%). The metaverse presents a tantalizing opportunity to build and expand a leadership brand. However, before you dive in, we should take a more pragmatic look beyond the hype and mythology.

Where is “there”?

There are two distinct metaverse models: consumer and enterprise. The consumer metaverse is the digital place where people—as digital avatars—shop, trade, travel, and interact with one another. It’s a fully immersive VR-driven experience. For example, in the Decentraland Marketplace, visitors can buy and sell land. High-end fashion lovers go to the Gucci Vault to dress their avatars. Macdonald’s is working on a virtual storefront with home food delivery.

The enterprise metaverse embraces technology and the power of the cloud to deliver enhanced consumer experiences, flexible and traceable supply chains, data-driven business decisions, and the full promise of the Industrial Internet of Things (IIoT). Think manufacturing and medicine.

Do you have to choose one or the other?

It’s an interesting question. The answer is, “It depends.” What’s the industry? What’s the corporate strategy? Are you well-versed in the power of digital twins to harden global supply chains? More comfortable discussing the impact of nested NFTS? Or do you sit at the intersection of AI, machine learning, and ethics? Who follows you now and who do you want to reach in the future? What are your goals?

It’s an intriguing challenge.

Is it worth the risk?

The European Commission’s foreign aid department threw a party in their $470,000 metaverse…and nobody came. Well, five people showed up. When the New York Times publishes articles like My sad, lonely, and expensive adventure in Zuckerberg’s V.R. or well-funded research into working in the metaverse prompts headlines like “New Study Shows Working in The Metaverse Sucks,” you know the naysayers are jumping on a bandwagon. Is the metaverse a major disrupter or a hypothetical fad?

The benefits continue to be debatable

Public perception and research raise troubling questions about the impacts of life in the metaverse. What happens to privacy when increasingly more data is collected? Can we ensure equal access to connectivity and hardware? How do kids identify “stranger danger” in a virtual world? What constitutes a crime in the metaverse? When violence, racism, and misogyny become pervasive visuals, what happens? Is it the ultimate platform for misinformation?

What’s your strategy?

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu

Effective thought leadership in the metaverse requires a strategy. Done well, it shows you are a trusted advisor and are on top of current and future trends. It demonstrates you are someone who has something to say. You are the person people turn to when they want to explore relevant trends, learn more about a topic, and hear about companies who have successfully made a jump into a new space. Without a strategy, thought leadership shuffles along with random stops along the way. What’s the point of following someone who doesn’t really know where they are going?

We think the opportunities for relevant and influential thought leaders in the metaverse are there. However, it is increasingly clear it requires a well-thought-through strategy and plan of action.

When and where to jump in

Executives with an online presence can immediately start sharing perspectives on how the #metaverse shapes their industry. Mobile World Congress in Barcelona is a hotbed of technology topics and announcements around immersive technology and 5G. Cannes Lions International Festival of Creativity in June promises to be a hub for ideas with the first Metaverse Lion award for immersive experiences that push the boundaries of technology. There is a gold mine of significant and current content to share with followers.

Ready for a bigger step? Develop your avatar. Mesh avatars for Microsoft Teams (currently in preview) make avatars a common and accepted presence in business meetings. New employees at companies like Accenture now send their avatars to onboarding sessions. Want to boost your presence and credibility? Send your avatar to speaking engagements and industry conferences.

Note that we said “develop” your avatar. As the digital embodiment of how executives present themselves, creating an avatar within corporate branding guidelines may be a balancing act.

Start with a strong foundation

Your online presence and thought leadership strategy start with a clear personal brand—your leadership brand. Delightful Communications have been helping executives hone their brands with our executive communications services for over 10 years. We help develop an authentic voice with clear messaging pillars based on your vision, missions, and goals. 

We do a thorough analysis and identify gaps. Our specialists lay out a clear strategic and tactical plan that prioritizes moments and platforms for connecting with your online community.​ It’s a marriage of art and science, because as Winston Churchill said, “However beautiful the strategy, you should occasionally look at the results.”

Let’s talk about how we can help you reach your full potential as a thought leader

– Mel Carson, CEO and Founder, and Bettijean Collins, Senior Content Specialist

How executives drive business value through social media  

Taxes. Jury duty. Changing the batteries in the smoke alarm. All things you have to do. Does developing and keeping a social media presence fall in the same bucket for you? Or, it’s just “not your thing?” 

Read more: How executives drive business value through social media  

Yes, it requires time. Yes, it takes brain space. But there is quantifiable value—both personal and professional—for executives who commit to a well-developed and executed social platform strategy. 

Your presence matters—a lot 

The days of thinking your social media activity doesn’t directly impact your business are long gone. Research shows that thinking went out with the flip phone. A 2022 Harris Poll reports your social presence improves relationships with clients and prospects (93%), improves brand perception (93%), and directly increases revenue (91%).  

Woman leading in team meeting.

The 2021 Edelman and LinkedIn thought leadership study points out that B2B decision-makers look to you as an influential resource for the latest thinking in your industry (71%) and future trends (68%). Your posts give you credibility that you understand their business challenges (63%).  

Still not convinced? Let’s look at the fierce competition for talent. A 2022 Brunswick report found, by a four-to-one ratio, employees prefer to work for a CEO who uses social media compared to one who does not. Nine out of ten employees say having a leader who communicates directly and transparently via social media is a factor for staying with an employer. As a research tool, 82% of potential employees use social media to scrutinize a CEO as part of their company research. 

Wielding your personal brand 

Your online presence starts with a clear personal brand—or as we like to say, your leadership brand. Your brand is more than your resume. It encapsulates your purpose, your aspirations, your deeply held leadership values. It looks at the ideas that get you up every morning and why you bring your best self to work. It establishes your credibility and amplifies your leadership impact. It makes you relatable–approachable. 

Done well, it shows you are a trusted advisor and are on top of current and future trends. It demonstrates you are someone who has something to say. 

How do you break through the noise? 

Unfortunately, there are a lot of executives who have something to say. A hefty number of respondents in the Edelman/LinkedIn study (71%) said that less than 50% of the thought leadership they consume gives them valuable insights. Harris poll respondents were a bit more pointed in their assessment of the noise: 78% of respondents agree that organizations check the box on thought leadership but DO NOT push the envelope on thought leadership.  

Ouch. Just showing up is not enough. 

Your online presence is a business strategy so put together the best team to help you push the envelope. Delightful Communications have been helping executives hone their brands with our executive communications services for over 10 years. We help develop an authentic voice with clear messaging pillars based on your vision, missions, and goals.  

We do a thorough analysis and identify gaps. We lay out a clear strategic and tactical plan that prioritizes moments and platforms for connecting with your online community.​ We look for synergies with other executives that allow for greater amplification of voice and leadership. 

Measuring effectiveness 

Science needs to validate the art of creating an effective brand. Are you increasing followers? What topics generate comments? Short posts, long-form content, videos, personal stories, technology solutions, acknowledging colleagues’ milestones? What engages your network? The data is there to show what’s working and what’s not.​  

It’s quantifiable and actionable. 

Sophisticated—some say demented—algorithms surface or sink social posts. Our strategists understand the algorithms. We continually monitor trends which in turn inform tactics. This goes deeper than determining the best time to post and the optimum number of hashtags. It’s about knowing how to make your voice stand out when every other executive in the organization is sharing the same corporate earnings report. It’s about understanding the power of employees amplifying your messages and going a step further by providing appropriate ways to post. It’s about knowing what to do if an executive goes off script and the impact (and amplification) isn’t what they expected.        

Learn more about partnering with us 

We can’t help you with your taxes or change the batteries in your smoke alarm. However, we can partner with you to shape and amplify your leadership brand. There is a huge opportunity to create content that pushes the envelope. Let’s talk about how we can help you reach your full potential as a thought leader.  

You can keep up on the latest news by  joining us on LinkedIn

Mel Carson, CEO and Founder, and Bettijean Collins, Content Specialist

Leadership Branding: Strategies and Tactics for Executives on Social Media

When I started Delightful Communications back in 2012, one of the niche services we offered executives was called personal branding. At the time, there was a lot of talk about TRUST in business, and I felt strongly that big companies were missing the mark by not having their leaders more visible at a personal level, building trust and engagement through their own personal brands that also benefited the corporate brands they represented.

How to Build Trust with Effective Leadership Communications

In moments of hardship, people turn towards people, not brands. While only 50% of people trust brands to start, 83% of people trust the opinions of other individuals, according to research from Nielson, and this has never proven more evident than now.

39% of individuals think corporations could do more to put the welfare of their customers above their own profits so, in moments like these, leaders of all industries and company sizes must have communications strategies readied to help show humanity and build trust during these times.

Why Outsourcing your Executive Social Media and Leadership Branding is Worth It


At Delightful Communications we have been working alongside an array of high-tech industry executives since 2012 and have seen firsthand the impact that strategic executive communications & leadership branding can make toward furthering personal and corporate goals.

In that time, we’ve helped many leaders and (often) their communications managers define, establish and elevate their executive online presence and credibility, expand their customer network, attract new professional opportunities, and strengthen all-important brand trust.

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