The recent, widespread shift to a digital landscape has created what is perhaps the biggest ever blurring of the professional/personal boundary. With social networking transcending from the social space to the working space – not forgetting the introduction of business-focussed networks such as LinkedIn – executives have a greater digital footprint than ever before. Of course, there are many potential benefits to having this online presence, but it can also be detrimental if you don’t put your best professional face forward on social media and really use it to your advantage.
So how should today’s executives use social media? Here are my 5 top suggestions:
1. Redraw the Lines
The first social media ‘rule’ for any business executive is to understand that while the professional/personal boundaries have been blurred, they shouldn’t be removed entirely. In fact, redrawing the lines between your online professional life and your online personal life should be one of your first tasks when implementing a new social strategy. Be sure to set any personal accounts to ‘private’, and ensure that your professional account conveys the messages and values of the business, remembering that these may not always completely align with your own personal beliefs and values.
2. Utilise Professional Networks
Social media is commonly used by businesses to boost visibility and engage with potential audiences, but executives can utilise these networks in a different way; to facilitate growth within the core business itself. This is especially true when using professional networks such as LinkedIn. By joining relevant groups, sharing useful information, endorsing employees, and making new connections, you can gain greater insight into the industry and ensure you have the relationships, connections, and networks you need to further develop and continue down your chosen pathway.
3. Make it a Habit
Social media isn’t a onetime thing. In fact, the beauty for many is that these real time platforms always offer new content, facilitating the ‘refresh generation’. For your business to retain relevance in the social scene, participation must become a habit; it must be something that you’re committed to doing on a regular basis. But, of course you’re not always going to have the time, which is why you need to ensure that anyone who’s likely to be in charge of publishing content or interacting with users knows the ropes, understands the business voice, and can maintain high levels of consistency.
4. Leverage the Power of the Share
Posting your own content across your social platforms can position your business as a thought leader and industry expert, but don’t overlook the other benefits, too. In addition to showcasing expertise, savvy executives are also leveraging the power of the share; creating not only high quality and professional content but also share-worthy content that can tap into target audience pools to boost brand awareness, increase familiarity, and build trust amongst your most valuable leads. When used correctly, social media can effectively and efficiently drive more traffic to your website.
5. Engage
In rule #4, we looked at how executives can use social media to build awareness amongst target audiences through the power of the share… but what about extending visibility beyond that limited pool? Social media doesn’t exist solely as a publishing platform; it’s also there to enable executives to like, to comment, to share, to engage with associated businesses, and to tap into adjacent audiences. Engaging with existing posts and participating in the social side of social media can help you to expand your reach even further and build a solid social foundation on which to grow and develop.
