How CEOs can make the most of social media (part 2)

In part one I described 10 reasons WHY CEOs and other C-Suite leaders should use social media. In part two I’m going to share HOW to go about it.

I hope you find it helpful!

1. Define your goals. What do you actually want to get out of it? Look at part one of this article for some ideas. It may only be one of these things — or all of them

2. Understand your community. Who do you need to talk to and engage with? Is it customers? Employees? Potential investors? Competitors? Supporters? All of these?

3. Follow and listen. Find relevant people and see how they use social media. Learn from the good ones (and those doing it not so well)

4. Start talking. Begin slowly, sharing ‘safe’ material (a company press release perhaps)

5. Gauge the response. See what resonates with people. As you progress, you’ll start to find what generates responses and what doesn’t

6. Get help. If you’re not sure how to proceed, get help from a social media expert, either someone internal or an external consultant

7. Be interesting and authentic! No-one wants to follow a boring, corporate-sounding account. Find your voice, speak out about issues you care about — even be a little bit controversial if you feel brave enough

But take note, establishing a presence on social media (not just LinkedIn, but other platforms like X, Instagram and TikTok) takes time — time to find the right people to follow; time to build up a following; time to find your voice; time to see the benefits.

So don’t put it off — start now!

This quote from Andrea T. Edwards, CSP , who wrote one of the chapters in The Social CEO book, is a great one to take away with you:

“Personal social media, done well, amplifies who you are and what you care about. People who are interested in the things you share and care about will follow and engage with you. And if you’ve been authentic with your audience, they are going to be more willing to give you the benefit of the doubt if you find yourself in a crisis.

“In the end, it’s not about having a million followers. It’s about building a direct connection with the right people – the ones who care about the things you care about and who want to share your message further.”

Are you ready to leave the corner office, step into the digital lobby and start engaging with the people that effect your organization — be they your peers, your employees, your stakeholders — even your critics?

My challenge to you is this: be transparent, be open, be brave — put your head above the parapet and be willing to engage with your community. The effect is exhilarating.

Good luck on your social leadership journey!

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