CEOs as Influencers: Between Embarrassment and Authenticity

More and more entrepreneurs are positioning themselves and their businesses on social media - ideally authentically, with credible values and a high level of transparency. 

But it doesn't always work out. An overview of the dos and don'ts from my experience as Ecosystem Marketing & Social Media Marketing Expert.

"The appearance on social media always works best when it is designed authentically"

It doesn't matter whether you're a board member, CEO or owner: hermetically sealing yourself off as the boss of a company and operating in secrecy was yesterday's news. So it's no wonder that more and more CEOs and managers are using social media to convey their brand messages and personal mindset. A trend that also reflects the change in the relationship between customers and companies. People no longer blindly buy what is offered, but rather where values, personal ties and the story are right. And who better to convey them than the boss himself? As banner carriers and visionaries of their brand, the C-level is therefore moving out into the spotlight and onto platforms such as LinkedIn. Much to the delight of their followers. After all, social media live exclusively from the people who populate them. The more prominent, the better. Who doesn't like to count top CEOs among their circle of acquaintances? As virtual as it may be. It is therefore clear that entrepreneurial personalities have what it takes to stand out enormously on social media. Accordingly, they are actively sought out. And their presentation must be all the more convincing and earn their company sympathy. A few tips will help you make a successful appearance.

Communicate authentically 

Anyone who follows an entrepreneur or a board member naturally hopes to gain insights that their official company website does not provide. What makes the person tick? What does he or she stand for? What values are important to him or her? To satisfy this interest, the classic corporate messages should take a back seat. Instead, it is more important to communicate in a credible and transparent manner and to address aspects beyond the expected messages. However, you don't have to reveal anything really private. Especially on LinkedIn, business is a topic that no one has to leave.

React calmly 

Those who present themselves as brand ambassadors on social media must not be thin-skinned. Because, of course, every platform also provides a forum for those who are dissatisfied and don't mince words. You have to be able to endure a shitstorm, controversy, or at least discussion, and be willing to fight it out yourself. In addition, those who dish it out must also be able to take it. If you're not sparing with criticism and don't hold back with your opinion, you have to be prepared to receive corresponding reactions. However, in return, social media also provides a kind of outlet that entrepreneurs can use to respond promptly, set the record straight and recapture a discussion that might otherwise get out of hand.

Becoming a brand 

Swarovski or Glock - If the family name is identical to the company wording, the owners can appear particularly authentic. No wonder, they embody their companies like no one else could. But what about employed managers? Should and can they go out on a limb to the same extent? Practice shows that in many cases they are even highly motivated to present themselves and also to make their name a brand - regardless of which flag they are currently sailing under. In addition, LinkedIn is the perfect place for headhunters to look for exciting types and to get a picture. 

Slick or off the cuff

Of course, articles can be strategically planned and designed and distributed by the communications department. However, the result is not the same. Followers notice very quickly whether someone posts themselves, takes part in discussions and reacts promptly to comments, or whether everything is done according to a formula. While there is nothing fundamentally wrong with this variant, it will not achieve the same effect. Rather, it harbors the danger of appearing flat, one-dimensional and unapproachable. This would be the exact opposite of what is usually desired.

Assuming sympathy 

Social media are important, but still not an absolute must for CEOs. Those who have no affinity, and even worse, no feel for the various platforms, should rather refrain from using them. It's just as pointless to try to put on a coat of paint on the web that doesn't match your actual personality. Anyone who is also otherwise reserved will not comment on every discussion on social media either.

Stick to it 

A company's presence is always most effective when it is designed authentically and conveys a consistent image. For this to work, however, a certain sustainability is required. Giving a few likes only every three months is definitely not enough. Accordingly, it makes sense to regularly publish posts that ideally create a coherent overall picture. Here, it's all about the mix. Production, employees, values, partnerships, innovation, social commitment, and even a little opinion and privacy now and then can form sources for postings.

Attention, double standards 

How private one is willing to present oneself naturally depends entirely on the respective character. As natural as a photo of an evening walk through the vines can be for an affable winemaker, scenes from private life may have an irritating effect on someone else. Anyone who decides to also show aspects of their private life can always ask themselves in advance whether they seamlessly and credibly connect to the company's image, or perhaps even contradict it. For example, if you boast about your sustainability report in the morning, you would do well not to present yourself with your collection of racing cars in the afternoon.  

Get inspiration 

Some entrepreneurial personalities play the digital keyboard perfectly. Observing them and learning from them is especially helpful in the beginning. If you're looking for inspiration, you'll find it, for example, in Tesla CEO Elon Musk, multi-entrepreneur Gary Vaynerchuk, and even former president Barack Obama, who has lively discussions on LinkedIn. But also Ariana Huffington, Oprah Winfrey or Sara Blakely also show how it can be done.

No-Gos 

There are no really surprising no-gos that CEO influencers have to watch out for. In the meantime, it has even become quite common for companies to position themselves politically. But here, too, what would be a scandal for one company is perfectly normal for another. So tact should always be on board. And if in doubt, it never hurts to get a second opinion before posting.

What is your favorite Business Leader on Social Media?

Yours,

Gregor