Should You Be a Social CEO?
Your audience, clients and prospects alike, understand the importance of authenticity and connection, especially on social media. Social offers a unique platform for CEOs to step forward and humanize their organizations. But is having an active social media presence a wise decision for every CEO? Whether you are heading up your own advisory practice or know someone ready to dive headfirst into an active social presence from atop the C-suite, let's explore the potential benefits and considerations of this increasingly common leadership strategy.
The Upside of Social CEOing
Boosting Brand Awareness
Social media allows CEOs to connect directly with a wider audience. Sharing company news, industry insights, and personal anecdotes can significantly enhance brand visibility. For example, the CEO of a wealth management firm could shine a spotlight on an employee, which could not only improve team morale but positively impact recruiting efforts.
Building Relationships
CEOs can engage in conversations, respond to comments, and participate in discussions, fostering a sense of community with customers, employees, business partners, COIs, and other stakeholders. The result of such interaction could be increased loyalty and advocacy.
Thought Leadership
CEOs can leverage social media to establish subject matter expertise. Sharing valuable insights, participating in relevant online discussions, and publishing original content positions the CEO as a credible source of information. This is not only a win for the CEO but the company as well.
Crisis Communication
Through real-time social media responsiveness to issues and concerns, CEOs can demonstrate transparency and take control of the narrative minimizing reputational damage and rebuilding public trust.
Attracting Top Talent
Remember that earlier example about spotlighting an employee and how it can positively impact a firm? This is more than generating warm fuzzies. A company's culture is a major draw for potential employees. A CEO who is actively engaged on social media, showcasing the company's values and work environment, can attract a wider pool of talented individuals who identify with the brand's mission.
Getting Ahead of the Downsides of Social CEOing
Know Your Audience
Tailor your content and platform choice to resonate with your target audience. For instance, the CEO of a fintech company would be wise to leverage LinkedIn.
Know Yourself
Don't try to be someone you're not. Don’t comment on issues that are out of alignment with brand and beliefs. People can spot inauthenticity a mile away.
Be Prepared for Trolls
While social media allows for open communication, it also exposes you to criticism. Develop a thick skin and be prepared to handle negative comments professionally. Having a social media crisis plan in place can be helpful in navigating such situations.
Check Your Bandwidth
Maintaining an active social media presence takes time and dedication. CEOs need to strike a balance between social media engagement and their core leadership responsibilities. Consider delegating some tasks to a social media manager, but ensure they understand your voice and brand message.
Think Before You Share
Every post reflects on you and your company. Avoid impulsive comments or disclosing confidential information. Proofread carefully and consider having someone review your posts before publishing.
Should You Swim on Social?
Having an active social media presence can be a game-changer for CEOs. However, it requires careful planning, strategic execution, and a commitment to authenticity. When done right, social media can be a powerful tool for building brand awareness, fostering relationships, and establishing a strong leadership voice in the digital age. If you are considering taking the plunge, be honest with yourself, your capacity, and your goals. It’s ok to dip your toes in the social waters to start and always have a life vest on hand for protection against the downsides.