“FOLLOW THE LEADER” ISN’T JUST A GAME — IT’S A STRATEGY
Social media management can feel like a lonely job — as if your main account must exist as the sole brand ambassador in the online social space. But what if we told you it doesn’t have to be that way? Imagine, for a moment, that your organization’s leadership team could be by your side, playing an equal part in furthering the brand’s reach.
Now stop imagining.
YOUR LEADERS ARE YOUR SECRET WEAPON.
Leaders are influential, well-connected, and respected members of their communities. Utilizing social media allows them to leverage their reputation across a larger platform, amplify their credibility, and build relationships. But it gets better.
Having your leadership team promote your organization’s services and achievements — as well as acting as thought leaders — is a great way to source user-generated content, give your brand a more human touch, and expand your options for organic content. And if there was ever a time to invest in organic social, it’s now. While paid media is often the go-to, organic can be just as effective while making the most of your budget.
LEADERS ARE PEOPLE, TOO.
We’ve crafted a leadership social calendar or two in our time. And our subject matter experts are sharing what they’ve learned about how to get a social media strategy started for your leaders.
Maintain open and invested communication. Ensure you’re not only providing an easy two-way form of communication but that you’re investing time to learn the leaders’ interests/specialties so they’re more apt to invest and participate in the creation of their content.
Humanize your leaders. Regardless of the leader's position within the company, they’re a regular person, too. You can highlight their community efforts and interactions with their employees and family while encouraging them to continue posting as usual. And the most important thing to remember as you help create social calendars is to develop a voice that matches the leader’s everyday voice.
Carve a niche and build your following. Dedicate content to the leader's specialties and engage with their peers online. You can also launch follower campaigns to build their number of followers.
Recruit them as influencers. It might not make sense at first glance — Leadership figures don’t typically fit the description of an influencer. But with hospitals, for example, things like U.S. News and World Report rankings are all about what the physicians have to say. And by leveraging their social media presence, they can promote their hospitals and their accomplishments in a way that will appeal to those voting on the rankings.
It’s easier than you think to get your leaders on board with crafting a notable online presence, and it’s definitely a worthwhile effort. We’ve found that collaborative efforts between marketers and leaders are the gateway to meaningful outcomes for both individual and brand community presences.
Are you looking for more insight into taking your leadership team’s social media to the next level? We’ve got you.