So your business has branded social media accounts that engage audiences, managed by marketing or social media professionals. You’re all set on the social media front, right? It turns out that you’re missing out on a big opportunity – your biggest brand advocate isn’t online. Senior executives, especially CEOs and CMOs, are virtually nonexistent on social media, particularly Twitter.
Why should the C-suite be on Twitter? There are several reasons:
- Networking with industry peers
- Competitive intelligence and insight into industry trends
- Opportunities for thought leadership
- Serve as a brand ambassador on behalf of the company
- Personal branding lends credence to projects tied to the individual (such as his/her company!)
Having a visible, active member of a company’s executive board on social media makes the entire brand appear more legitimate and trustworthy. Additionally, an active CEO personal account helps foster brand loyalty by leveraging a more personal aspect of the company. People are always a brand’s most valuable assets; putting the people with the most influence to work promoting the brand online will only enhance the company’s overall social media efforts.
So how do you convince your C-suite to get on board? Here are some pointers to get them started:
- Remind them that consistency is better than quantity. It’s better for a CEO to tweet once a week then to furiously participate online one week and then go silent for months. Create a calendar that fits into your CEO’s busy schedule, and make sure he sticks to it.
- Discuss the importance of personal branding for both the CEO and the company. Creating a strong CEO personal brand will not only help your company, but also help your CEO increase his influence amongst industry peers.
Convincing your executives to become active on social media is no small task, but it has multiple benefits for your brand – and your C-suite as well. If they need some convincing, have them take a lookat us; not only do we have our own branded Twitter account @inSegment, but our President Alexander Kesler also tweets at @alexanderkesler!