Executives on Social Media: The Value of Social Leadership

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The CEOs of Walmart and PayPal are the most connected company leaders in the world. Others include Mary Barra from General Motors and Adena Friedman from Nasdaq. They do a great job of showcasing their companies on social media, attracting a massive following.

In this article, we'll discuss why it is essential for C-level executives to engage with their audience on social media platforms and how a company leader's page differs from a branded one.

assorted-color social media signage


How do top-level executives post on social media?

Prominent people in business treat the power of online communications differently. People like Doug McMillon from Walmart, the most connected business leader, post daily.

Danny Meyer, CEO of Union Square Hospitality Group, once used his social media accounts to lead his company through a severe crisis and did it successfully.

Others want to make it personal and hire social media application development services to create branded social media like Nike.

Yet, not follow this way. According to Brunswick’s Connected Leadership Index, only half of S&P 500 and FTSE 350 CEOs maintain social media presence.

By underestimating the power of social media, they miss valuable opportunities for their brands.


Why does the social media presence of company leaders make a difference in the company's marketing?

Social media lets C-suits invite their followers to their world and present themselves as more approachable, just like others. Other reasons to post are:

1.   Better branding: CEOs who actively engage in social media activity, humanize their brands and cultivate close connections between employees, partners, and clients.

2.   Boosting staff motivation: They get an extra opportunity to show respect to their teams and demonstrate that their work is valued and essential for the company's leadership.

3.   Sharing influences: People in the CEO position are already influencers in their business niches, so they can dictate trends and shape public opinion in favor of their brands. It is similar to celebs like Drew Barrymore, who use their public profiles to advertise personal cosmetic lines.

4.   Attracting audience: CEOs often share sneak peeks into the company's inner life – information that is rarely found on branded pages. This unofficial hint may be a real lead magnet for many curios brand fans. 

5.   Better recruitment strategies: The insights into the company's culture and achievements help attract the right people to the correct positions. Not every future talent will love the CEO's philosophy of business. So, sharing expertise with the random social media community is a powerful tool for gearing your future team towards your culture.


How do executive social media pages differ from branded ones?

Although following the same goals, leadership pages differ from official ones in several ways:

They have a personal touch: a businessman shares their daily challenges and wins, showing how they contribute to the brand's growth.

They share valued insights: a C-executive profile is a great place to share expertise on the development in the niche, forecasts, and opinions.

They express the businessperson’s charisma: every person in business has an exciting personality, and by sharing their unique opinions, jokes, or hopes, they share their unique character with their brand.

Summing up

By keeping social media pages, CEOs have a tool to collaborate with their audience, partners, and employees. It may be a powerful aid if managed wisely.

Author’s bio: Anastasiia Lastovetska is a technology writer at MLSDev, a software development company that builds web & mobile app solutions from scratch. She researches the area of technology to create great content about app development, UX/UI design, tech & business consulting.

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