By Sharon A.M. MacLean who invites your comments following this blog. You can also find more modern marketing strategies for business here.
It’s agreed: Social media is here to stay. Studies increasingly report that executives (76%) would rather work today for a social CEO. MBA Central also found that 3 in 4 customers say a company is more trustworthy if its high-level leadership participates in social media. The proviso is that clients don’t like brash business styles and that “controversial personal opinions can turn off consumers.”
How do you get started in social media? Find the “why” behind your professional brand and tell us what inspires you to do what you do. Digital pioneer Olivier Taupin of Next Dimension Media reminds us that Tom Peters introduced the concept of personal branding in 1997 – five years before LinkedIn was founded. Peters said, “Big companies understand the importance of brands. Today, in the age of the individual, you have to be your own brand.”
CEOs are being asked to write blogs that enhance their professional brand…frequent the company website…self-author posts on social networks. And, oh yes, please be authentic; no more company platitudes.
How do you manage these new demands on your time and resources? We’ve detailed a list of things-to-do but, first, here’s four general guidelines.
- Find your own way to express in words the company’s vision, mission, and culture. Nobody wants to hear slick and packaged slogans, anymore. “The ability to clarify your corporate culture,” emphasizes Oliver, “helps to synchronize external messages with internal communications.”
- Developing your online brand requires that you first build distribution networks while you create and publish content to engage with followers. It takes time to build trusted relationships in person – and online.
- Please don’t vent on social media…”You’re going to regret it later,” cautions Olivier.
- Avoid talking hard-core sales in the networks. You can talk positively about your product and services but don’t offer fans, followers, and contacts 20% off your products or get-rich-schemes in the networking platforms.
CEOs DO THIS
Start listening online to monitor your name and brand. You can gauge how often your company is discussed, the sentiment (positive and negative) and the reach. Terry Williamson of Boom! Social likes SocialMention, Hootsuite, and Topsy for these services.
- Thoroughly complete your LinkedIn profile; reach for all-star status. By the way, your profile is not a resume emphasizes Olivier. You are not looking for employment. Also don’t forget: If you do get a new job, update your profile.
- Ensure your headline serves your connections on LinkedIn, followers on Twitter and Google+. Think beyond the position title on your business card.
- In your LinkedIn summary: Include the mission statement for your company in addition to describing the culture of the business. Remember that your website bio parallels your LinkedIn profile.
- Read mentions about your company each week.
- Set up your accounts on Twitter and Google+ or ask your EA for help here.
- Grow your contacts on LinkedIn, Twitter and Google+. You will probably want assistance here, as well, after the social media strategy is defined and approved.
- Olivier is a strong believer in connecting with people who have viewed your profile but who also suit your purpose. It’s worth your time to pay attention to this strategist who founded over 100 groups on LinkedIn with 1.4 million contacts. Be very careful that your connections reflect your strategic mission.
- Write a blog in your voice. Sources of content for blogs are found in myriad places—either original or acquired to reflect your strategy. There are numerous tools to assist you with this task.
- People helping with your social media will need to use your accounts and passwords. They should work under existing privacy policies or NDAs (non-disclosure agreements).
EXECUTIVE ASSISTANTS DO THIS
Your right-hand person understands your business, comprehends your mindset, is proficient in technology, and is able to write. It’s a good idea for EAs to be trained to post in the social networks, too, based on strategies designed to support your business goals.
- Monitors your reputation using software such as Hootsuite or other social media management tool.
- Helps grow distribution on LinkedIn, Twitter, Google+ and FB, if applicable.
- Manages your personal database and contributes to the company CRM for overall company database management.
- Knows the optimum number of contacts for your network. Olivier suggests a relatively small organization could have 10,000 but a multi-national probably needs a million. Think quality over quantity.
- Once a week, creates an event to report on Twitter or a Q&A with the CEO using the up-and-coming blab.im.
- Sets up an information funnel from the management team.
DON’T HAVE AN EA…BUT YOU DO HAVE A SALES AND MARKETING MANAGER?
The above duties also could be assigned to an individual in these departments. We are seeing sales and marketing working more closely together these days as departments join forces when it comes to social media.
- Understands branding and storytelling.
- Manages the company CRM.
- Finds images, creates infographics, and writes ebooks to accompany posts.
- Attends events and takes photos or video shorts.
- Joins in the company sharing of social media content.
- Content creators may be found throughout the company – from the receptionist to the CEO.
HIRED HELP DOES THIS
The above duties also may be hired out to a specialist, mabye even a team. A good content creator will be able to write blogs, create copy for better automated email opening rates, and manage event campaigns; another individual may know more about SEO. In addition:
- Creates a plan.
- Helps design social media policies.
- Defines personas to inform all forms of content published across channels.
- Trains and educates the c-suite and employee groups.
- Establishes an editorial calendar.
- Recommends social media tools to speed up tasks.
- Asks for an audit of all relevant content previously authored.
- Posts, trains employees to post, or sub-contacts to social media posters. By the way, Twitter is like a radio station – tweeting once a day is not enough. LinkedIn is a different culture that benefits a great deal from group participation and management.
Did we say that social media takes time? Yet, easier to manage with time-saving tools and worth the effort in this age of the personal brand.
Lifelong communications strategist Sharon MacLean owned and published a traditional print magazine for over 21 years for business people. She is certified in Integrated Online Strategies from the University of San Francisco and the Instant Customer Mastery Certified Professional Program.
South FL Savings Guy (@sflsg)
Very detailed list! Thanks Sharon! 🙂
Avil Beckford (@avilbeckford)
Great guidelines on how leaders can use social media!
As I was reading this I was thinking what CEO is going to take the time to do social media? My guess is that most CEO social accounts are outsourced to staff or a marketing firm. Thanks for a clear outline on what tasks to outsource to your assistant or marketing manager.
Some great strategies for larger companies.
Love your directive to CEO’s. Now to get them to listen!
Very good points in here. Thank you for sharing the wisdom.
Ooh! I had heard of Topsy but hadn’t heard of SocialMention 🙂 You’ve shared a TON of useful information in this post, Sharon!
Kristen Wilson (@k10wilson)
I guess it also depends on the size of the company and the budget. I post for clients but I always think it would be best in smaller companies to have someone post for consistency bu the company needs to post for branding and awareness too
Jackie Harder (@keydynamics)
I liked this comment: “Find your own way to express in words the company’s vision, mission, and culture.” One way to do that is to pretend it’s a tweet. There is nothing like having only 140 characters to express yourself to focus on what’s really important.