Strategies for Thriving on Social Media: Do's and Don'ts for Top Executives

Strategies for Thriving on Social Media: Do's and Don'ts for Top Executives

In this digital era, a CEO's presence on social media can account for over half their company's reputation, according to research from Weber Shandwick. Stakeholders yearn to engage directly with the face of the company, thus it's no wonder CEOs are jumping aboard the social media bandwagon.

The financial times reveal a staggering 23% increase in posts from chief executives globally year on year, with their content garnering four times more engagement than other content from LinkedIn members. Positive engagement can help attract and retain talent, investors, partners, and other stakeholders.

Given that a recent McKinsey study found that 58% of CEOs consider external affairs a top priority, yet only 12% feel they're handling it well, here are dos and don'ts for the social media component of communications:

Do's:

1. Post compelling content regularly on LinkedIn, its professional focus makes it the social media channel of choice for CEOs.
2. Show your human side by sharing personal anecdotes and insights relevant to your business.

When Blackstone President and COO Jon Gray posted a video of his commencement speech at his daughter's high school graduation, he revealed his personal career trajectory and urged his audience to "maintain a sense of wonder." The post generated over 3200 "likes," 200 comments and 115 reposts, giving Blackstone a more human image.

Catherine MacGregor, CEO of French energy giant Engie, posts about her company's success stories and publishes opinion pieces on the transition from fossil fuels, the role of energy in the AI revolution, and the value of diversity and inclusion in the workplace. One recent post highlighted an inspiring meeting with Dr Jane Goodall, projecting an image of a company that cares and takes action.

1. Maintain an authentic voice and avoid generic posts.

Don'ts:

1. Don't delegate your social media presence to others. Authenticity is the key to engaging your audience.
2. Don't dismiss or ignore negative comments. Addressing concerns in a transparent way builds trust.
3. Don't overdo self-promotion. Audiences want insight and vision, not sales pitches.

To succeed on social media, CEOs should develop a content strategy, post regularly, and keep their posts engaging, topical, and personal. Spend time on your posts to ensure they resonate with your audience. Look for examples among CEOs you admire and follow them. If you're starting out, consider launching an original podcast like Thomas Buberl, CEO of AXA, did with "Inside the Corner Office." Overal, consider the time and energy spent on social media an investment, not a cost.

1. CEOs on LinkedIn, like Blackstone's President and CO Jon Gray, can generate higher engagement by sharing personal experiences, as seen in his commencement speech video post that received over 3200 likes, 200 comments, and 115 reposts.
2. The CEO of French energy giant Engie, Catherine MacGregor, reinforces a company's human image by posting about success stories, opinion pieces on relevant topics, and even sharing encounters with influential figures, such as Dr Jane Goodall.
3. A CEO's social media voice should be authentic, and while it's essential to address concerns, it's best to avoid overdoing self-promotion, focusing instead on providing insight, vision, and engaging content for the audience.

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