How to give your leaders a social voice

It’s fair to say the last few months have been challenging for all marketers. It’s been encouraging for me that so many of you have not gone silent. And even more encouraging is that more leaders are appreciating the importance of having a social voice.

You should never underestimate the impact this can have with your clients, prospective clients, employees and future employees. Their voice is incredibly important.

Yes, I can imagine for many of you, the thought of directly exposing senior stakeholders to a huge audience will make you feel nervous, but the benefits of social engagement I promise you, will outweigh any of those anxious nerves!

In our new report, Standing out in a Crowded Market: 5 Ways to Succeed in Professional Services Marketing, we cover this topic in a lot of detail, with tons of helpful advice and insights from your peers, but I thought it might be helpful in this blog to share some of the do’s and don’ts we shared in the report, particularly given the growing number of leaders that are appreciating the importance of expanding their social voice.

DO

  • Get the basics right first. For example, make sure your leaders have the correct job title, an accurate headline, summary and contact info and a suitable profile image before they start to engage a wide audience.
  • Attend a course or have some coaching from a social media expert so you can support your leaders. Or have them attend a course where an independent third-party expert can advise on what’s appropriate, where they can make the most impact, and where the common pitfalls lie.
  • Help them to appear regularly on the most popular and highly rated channels. Posting a monthly Pulse post on LinkedIn is an effective way to get started. (In our research, LinkedIn was named as the most effective social channel by marketers and end buyers.) Offer help if needed, and if you don’t have the resource, consider outsourcing it to a professional business writer or agency.
  • Encourage your leaders to be their genuine selves. If they can build an authentic personal brand and build their following, this will in turn lead to speaking invitations or other forums where they can share your content. And then the sales will come.

DON’T

  • Do nothing. Your leaders will be missing a valuable opportunity to directly and instantly create dialogue with internal and external audiences. The speed and reach of social just isn’t possible on other channels. 
  • Go quiet during a crisis. Also, don’t alter the tone. Some leaders revert to a dry, overly corporate message that’s clearly been drafted by their legal team when the company is in the spotlight.
  • Have vastly different personal and professional accounts that are both publicly accessible. While you want your leaders’ personalities to shine through, there needs to be a sensible curation of what’s personal and what’s professional.
  • Think of social media as a standalone activity. It’s important that leaders, and the marketers they work with, apply the thinking from all areas of marketing. This will make sure your leaders are hitting the right people with the right content and messages.

To find out more about how you can build your leader’s social voice, download Standing out in a Crowded Market: 5 Ways to Succeed in Professional Services Marketing, where we share the five areas of marketing focus we think would help you to overcome your current challenges, practical tips and advice to help you stand out from your competitors, insights from your marketing peers at Adecco Group, Deloitte, EY and more, together with the 5 things your buyers want you to stop doing.