SOURCES: BUFFER, CEO.COM, DOMO, G&S BUSINESS COMMUNICATIONS, HARRIS POLL, HARVARD BUSINESS REVIEW, KISSMETRICS, KRC RESEARCH, MCKINSEY, TRACK SOCIAL, WEBER SHANDWICK. Twitter: @MDGadvertising.com mdgadvertising.com ENGAGE PUBLISH OPTIMIZE ings Every CEO Should Do to Succeed on Social Media 3 @MDGadvertising by Despite the ever-increasing importance of social media in consumers’ lives, many chief executives remain hesitant to dive in completely. is is a huge mistake; engaging on social networks can have a huge payoff. A survey of senior managers found that 76% believe it's a good idea for their CEO to be on social media. Why? 75% say it gives the company a human face 78% say it has a positive impact on the company’s reputation 80% say it’s a good way of sharing news 69% say it makes the company a more attractive place to work 70% say it has a positive impact on business results If you’re a leader who’s hesitated to make the leap, the time to fully engage is now. NOW 1. Start with LinkedIn LinkedIn is, by far, their most popular social network. CEOs of Fortune 500 CEOs have active LinkedIn accounts 32% of CEOs who are active on just one social network are on LinkedIn 70% is popularity is due to the power of the platform; the network is a hub for co-workers, press, peers, customers, and future employees. at’s why it should be the first focus of every CEO. To make the most of LinkedIn, it’s important to: Get a good headshot and include your full work history Solicit endorsements, include press mentions, and add skills Regularly like, comment, and reshare others’ content 2. Pick a few other platforms—and stick with it 57 It’s essential to engage on social media beyond LinkedIn. Why? Because other platforms offer access to vastly different audiences, as well as other methods of communicating. 2 post to YouTube post publicly to Twitter 57 are active on Facebook So how do you pick which additional networks to engage on? LOOK AT YOUR GOALS AND COMFORT LEVEL Examine demographics: Networks differ widely in age, gender, and geo breakdowns ink about behavior: Consumers use different platforms for very different reasons Decide on visual vs. text: Use the networks that suit your preferred communication style Remember response time: On platforms like Twitter, you’re expected to react quicker EXPERIMENT TO FIND THE RIGHT FREQUENCY AND CONTENT Generally, it’s better to post more than less; it keeps audiences engaged It’s okay to reuse content across different networks and repost pieces Reposting other people’s content can go a very long way 3. Don’t be dull Many CEOs come across as unengaging on social media, despite being warm and dynamic in person. To avoid coming across as bland, have a hand in your posts and stay relatable 56% of senior managers think it’s risky for CEOs to participate in social media CEOs can’t post every piece, but they should see everything You don’t have to be controversial, but it’s okay to share bold ideas Don’t worry about perfection; focus on coming across as yourself Ensure that your opinions and personality aren’t lost in posts Social networks give CEOs the chance to put forth ideas, understand issues, and connect with people deeply. at’s an incredible opportunity that, if tackled well, can benefit both the business and the individual immensely. OF THE FORTUNE 500 CEOs ON SOCIAL MEDIA