Digital channels have forever changed the role of an executive. No longer can you hide behind your PR person, chief-of-staff, or other handlers. You are a real person and what you say and do does matter to your employees, customers, investors, the media and more.
So… do you have a digital footprint that helps both your company and personal brand?
If your primary bio is only a PR-laden page on your company’s website, then you have a problem – you look dated and out of touch. Many executives dismiss personal digital marketing whether it is Twitter, Facebook, LinkedIn, or blogs… they don’t understand the potential positive impact or worse simply dismiss these channels as being for more junior people in an organisation. Nothing could be further from the truth.
If you need a little inspiration or think only executives from start-ups or smaller companies use digital channels, then take a look at LinkedIn’s list of top CEOs using digital channels. Notice the range of companies and channels people use from Tumblr to Twitter to traditional blogs. The point is to choose channels that reach your target audience and that fit your personality. Not everyone is pithy enough for a great Twitter stream but may be truly brilliant at traditional blogging for example.
Another good example of an executive embracing digital channels for a variety of reasons is Jean-Philippe Courtois, President of Microsoft International. Needless to say, his job is huge and the revenue impact he garners is significant. Jean-Philippe Courtois uses a combination of Facebook and Twitter to highlight some of the community work Microsoft does; showcase his engagement with his teams around the world and add his take on some Microsoft news. Jean-Philippe is authentic in his social media which makes the appeal of his posts that much more compelling. If you Google (or Bing) his name you’ll see a combination of press mentions, his official company bio and many posts and profiles he uses in social media. This is an example of a well-rounded digital footprint for an executive.
Many of these executives do have some help. They have help researching topics and curating trends, often done within their marketing or PR teams. So yes, you can enlist help, but you still need to be active in your own profiles and know what you’re saying and when. You should actively seed and grow your digital presence to get the full benefit of your efforts over time.
Here are the top 10 social networking sites and apps that rule the roost in 2017.
- Facebook. Facebook has been a top social networking site since its inception in 2004. …
- Twitter. Twitter is the next best thing after Facebook. …
- WhatsApp.
- Instagram.
- YouTube.
- Google+
- Pinterest.
- Tumblr.
Posted by: Katrina Klier
