How to Avoid Digital Darkness: A Social Media Strategy for Leaders: Expert Insights from Jess Jensen
“There's something incredibly valuable that individual leaders can bring to the table: authenticity and humanity.”
In today's digital age, it's crucial for leaders to have a strong online presence. However, many senior executives and leaders are hesitant to step into the digital spotlight. They might feel overwhelmed, unsure of how to proceed, or believe that their company's online presence is sufficient. But in this episode of the Sticky Note Marketing Show, we explore why leaders should not "go dark" on digital and how they can develop an effective social media strategy.
The Importance of a Leader's Digital Presence
Many leaders believe that their company's marketing and PR teams have their online presence covered. They may think, "We have a website, social media accounts, and paid advertising – why do I need to be involved?" However, there's something incredibly valuable that individual leaders can bring to the table: authenticity and humanity.
While corporate marketing and PR efforts are essential, they can be augmented by the personal presence of a leader. People want to connect with the humans behind the brand. They want to hear their perspectives, their insights, and their vision.
Overcoming the Challenges
Many leaders face challenges when it comes to showing up online. Some may feel it's not important, while others may lack confidence or feel overwhelmed by the time commitment. It's crucial to recognize that a leader's point of view matters. They often possess valuable experience and insights that can benefit a variety of audiences, including:
Investors
Employees
Customers or clients
Partners
Regulators
By having a digital platform, leaders can strategically influence these key audiences with their authentic voice.
Building Your Digital Platform
When it comes to building a digital platform, it's important to consider the various touchpoints available. These can be categorized as:
Rented: Social media platforms fall into this category. While valuable for reaching a large audience, you don't own the platform and are subject to its rules.
Earned: This includes opportunities such as podcast appearances, interviews, and placements in publications.
Owned: This refers to platforms you control, such as a website or a blog.
It's important to have a balance of these different types of platforms.
Getting Started
If you're a leader looking to build your digital presence, here are some key steps to take:
Develop a Strategy: Don't just "wing it." Take the time to create a narrative platform that reflects what you want to stand for publicly.
Get Your House in Order: Ensure that your online profiles are complete, accurate, and up-to-date.
Focus on Authenticity: In an era of AI and artificial content, being human, imperfect, and relatable is what will draw people to you.
Start with One Channel: Rather than spreading yourself thin across multiple platforms, focus on mastering one first.
Share Your Point of View: Don't be afraid to express your thoughts and insights.
Best Practices
Avoid sharing non-public company information.
Steer clear of unnecessary controversy.
Be prepared for potential "troll" behavior.
Put your audience first by being generous, highlighting others' accomplishments, and offering value.
By following these guidelines, leaders can effectively avoid "digital darkness" and build a strong, authentic online presence.
