An impactful way to build a robust digital brand is to conscientiously promote the expertise and personalities of your organization’s leaders online. Also known as an executive social ecosystem, this framework ensures multiple leaders in an organization actively participate on social media, offering different and informative perspectives on company and industry news.
It is a structure – set up and supported by the social media and communications teams – which defines specific lanes for each executive, aligning content with their expertise and passions to showcase their unique voices and verticals online. Ultimately, the strategic social engagement of these executives drives the organization’s brand forward.
To your organization’s benefit, an executive social ecosystem:
- Diversifies the voices representing your company, allowing multiple leaders to shine.
- Presents multiple people to whom your audience can relate.
- Allows social content to be focused and specific.
- Enables each leader to bring clarity and insight to his or her online community.
What this looks like in practice
Executives within an organization’s social ecosystem will have a voice on the company’s own social channels, but just as importantly, should have an active presence on their own “personal” business channels, especially LinkedIn.
Their presence on these channels should feel organic and true to their voice. Their content should promote the work of their team, or share their unique perspective on company news. Their posts support the brand by having a consistent narrative and a defined purpose.
How can you get started?
- Identify the leaders who will represent the organization online.
- Refine the leaders’ unique voices.
- Choose the channel(s). LinkedIn makes the most sense for businesses, but are there others that make sense for your brand or for a specific executive?
- Post, and post often. The social media and communications teams will support the content creation in the voice and style of the leader, and will also train them to be engaged themselves by liking, sharing and commenting on others’ posts.
- Get support. The expertise of your communications department or trusted communications partner like Elmore is essential to setting up and maintaining an active and engaged executive social ecosystem. With staff dedicated to social media and digital content management, Elmore can elevate your organization’s online presence.
