Social media presents a unique paradox for CEOs in today’s digital world. At least 62% are on at least one platform, a sharp increase no doubt driven by last year’s unforeseen challenges. But are we utilizing these powerful tools to their full potential? Sure, most have profiles on LinkedIn, but is that enough? The answer, simply put, is no.
That begs the question- to what extent should we partake in online social interactions, and what is the best strategy? It comes down to building a lasting human connection that extends outside the boardroom and office space. If we’ve learned anything from a global pandemic, it’s that people thrive on interaction and socialization. Prioritizing your social presence offers a return that cannot always be measured, but is nonetheless crucial to your company’s success. In fact, according to
Sprout Social research, “getting social online is the top way brands can connect with consumers to achieve loyalty and bottom-line growth.”
Here are three areas worth rethinking when launching or evolving yourself as a leader into the ever-changing world of social media:
1. Rethink your presence- Just like anything else, engagement on social media will only happen if you carve out time to do it. Consider implementing a daily or weekly schedule for sharing content with followers.
When selecting meaningful content to share, liken it to an important business dinner. You welcome guests, make them feel comfortable, and discuss relevant business matters. Apply the same strategies with your social network. There is a fine line between business and personal affairs, but people gravitate toward transparency and openness from industry leaders. Walmart CEO
Doug McMillon
has been recognized for a solid social media presence, known for posting frequent photo and video content highlighting his professional and private life. The takeaway? You can share your personality while still maintaining a professional edge.
2. Rethink networking- Engage with followers similarly to real-life situations. Comment on posts, share relevant content, and thank employees and customers for their support. It’s difficult to acknowledge everyone all the time, but social media makes it possible with just a single post.
Social media can also be a powerful tool for learning best practices and effective methods of leadership. Innovative ideas from other industry leaders can be applied to your specific business model, offering a unique area of expertise that may have been inaccessible otherwise.
3. Rethink recruitment- How (and where) to recruit the right talent has changed a great deal in
recent years. The uptick in social media use for business purposes has carved a niche in this area worthy of further consideration. After all, it’s who you know that matters, and social platforms are extending our reach and providing a serious edge over competitors.
Social media not only provides access to untapped industry talent, but it’s also appealing for recruitment. Many prospective candidates also correlate a strong social presence to more desirability when job searching. As a primary leader of your company, people appreciate getting to know you virtually before stepping foot in your office. Up to 60% of employees say they would check an executive's social media before joining a company- leveraging you ahead of competitors with the help of Twitter, Instagram, and Facebook.
Social media has become an integral part of business strategies for top CEOs. When used correctly, it becomes a powerful tool for management and growth.