The CEO Social Media Playbook: Seize the Social Opportunity

While many companies are hiring social media coordinators to manage the day-to-day duties of maintaining a social presence, CEOs are starting to take a significant personal interest in their company’s social media endeavors. 

Stepping into the world of social media equips a CEO with helpful industry insights, competitor intel, and most importantly,  a more personal relationship with their customers. 

Social media can offer a level of meaningful engagement that is unparalleled when compared to other forms of consumer outreach. In fact, 95% of corporate companies are active on social media platforms, according to the University of Massachusetts Dartmouth’s Center for Marketing Research. 

If you’re a CEO who is new to the social media space, here are some tips to get started: 

 

Set clear social media goals. 

To put it simply, don’t go in blind. Understanding what you want to achieve on social media will help you and your team to create the ultimate social media game plan. 

Social media is an asset that can be used to accelerate your company’s overarching objectives. Therefore, your social media goals should come in close alignment with what you’re already setting out to accomplish. 

Once you’ve solidified these goals, it’s important to make sure that everyone (yes, everyone!) has a clear and consistent grasp of your purpose on social media.  

 

Consider what platforms you want to be active on. 

It’s difficult to build an effective social media presence on all platforms, especially if you’re just getting started. This is why it’s important to perform a social media audit on yourself and your company’s social media channels. Ask yourself: 

  • Where are our buyer personas most active? (i.e., Facebook, LinkedIn, Instagram)
  • Which platform receives the highest engagement for our company?
  • On which channels does our content typically perform best? 
  • Through which avenue do we reach the greatest number of our target audience?

Answering these questions provides a blueprint for which social media platforms you need to prioritize. Focusing your efforts on one or two, rather than spreading yourself too thin across every social channel, will ultimately be a more effective use of your time. 

 

Repurpose your content. 

No one expects you to spend countless hours creating new content for social media. Instead, repurpose and freshen up what you already have. When deciding which content to repurpose, consider the following: 

  • What are our top-performers? (i.e., blog posts, videos)
  • Which pieces of content are most relevant right now?
  • How will this content translate on social media?
  • What steps can I take to optimize this piece?

Reviewing the metrics of your existing content is a great place to start. Analyze views, clicks, shares, and other engagement rates to lead you in the right direction. 


If you’re still not convinced, consider the fact that 3 in 4 consumers believe a company is more trustworthy if its high-level leadership participates in social media, according to MBACentral.org. Thus, becoming a social CEO is more important than ever -- and we’ve given you the tools to hit the ground running.