5 Steps to Turn Your Boss into a Social Media Hero

As CEO of a global company, I frequently get to meet and talk to all sorts of new people—at industry events and dinners, on business trips and even just day to day, at the office.

One thing I’ve begun to notice when meeting other business leaders is that they share a common sentiment—when it comes to social media. I keep hearing: “Listen, I want to get on social media, but I don’t have the time and I don’t know how to get started.” Many of these executives already know social media is a critical way to connect with customers and employees. Yet, time is limited, the stakes are high and the array of options can be paralyzing. That’s probably why 61 percent of Fortune 500 CEOs still have no social media presence whatsoever.

With that in mind, here’s a no-nonsense quick-start guide. These are the same steps I’ve taken to build my own million-strong following and become a thought leader on social media:

Get help: You have no time as it is. So how are you supposed to manage a social media account? While the personal touch is key in social media, the truth is that very few social executives engage without a person or team behind them. This can be a specialized social agency or a member of your marketing or PR squad. (Just don’t leave your voice in the hands of an intern.)

Define your “why” and your “what”: Before sending out your first Tweet, know your objective. In simplest form, this means thinking about what audience you want to reach and what change you want to provoke, from raising awareness among customers to boosting engagement with employees. Equally important is understanding “what” you want to share. Offer a window into their world—company, passions, hobbies, etc. Quick hack: think of three hashtags that define you (mine are #socialmedia, #entrepreneurship and #technology) and start from there.

Pick your weapon(s): Different social media platforms target different audiences. LinkedIn is a powerful B2B network. Twitter is the domain of the tech- and media-savvy. Facebook and Instagram have broad consumer reach, while Snapchat is dominant among teen users. Lean on your social team to identify which channels best align with your audience and goals. They can also equip you with the right tool to scale and streamline your efforts. (I’m a fan of Hootsuite, of course.)

Create amazing content: Building an audience and establishing yourself as a thought leader starts with sharing quality content. This can take the form of behind-the-scenes pics, industry insights, short videos, company updates or even impromptu posts on food and hobbies.The real key to success—and where most CEOs and leaders fail—is simple consistency. Set up a regular schedule that fits your calendar. Even a minute or two a day can have an impact.  

Amplify your work: Yes, some social media messages just “go viral.” But the truth is that most need a little help. One powerful way to extend the reach of your updates is through employee advocacy: enlisting team members to re-share relevant posts with their followers. At companies with hundreds of employees (each of whom may have hundreds of followers), this quickly adds up.

Over the years—as I mentioned earlier—I've had the chance to meet and speak to hundreds of executives and CEOs. When it comes to social media, most of them already understand the value of it for their organizations. However, they simply don't have the time to build their own social presence. With that in mind, Hootsuite is now offering a fast-track program for business leaders. It’s a 60-minute session to get busy executives from 0 to 60 in social media. Learn more about it: here, and let me know your thoughts. 

And if you have further questions on this topic, or need help, feel free to reach to me directly on Twitter or Facebook.