executive branding Archive

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?” 

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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.  

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

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