Are you doing your part to market and promote your organization? As an executive, you need to be a brand advocate for your organization. It doesn’t take an expensive marketing campaign or attending events across the globe to bring in new business. In fact, most of your business can come from the current connections you already have on your social media platforms. In this article, we’ll dive into how to grow your organization through an executive-level social media strategy.
Organic reach on business social media pages is dead, according to Social Report. Furthermore, recent reports say less than two percent of social media content is seen by your audience. This can leave your social media team feeling frustrated and worried about post performance and effectiveness. Social media platforms are pushing the “pay to play” model, which requires you to put money behind posts to have content seen. However, if you don’t have the budget to pay for digital advertising, there’s another way you can increase your reach! Work with your marketing team to empower your executives to be brand advocates and influencers.
Meet With Your Marketing Team to Develop a Social Media Strategy
If you provide structure and guidance in new territory, people are a lot more comfortable and ideas begin to flourish. The best way to do this is to meet with your marketing team to develop a social media strategy that outlines:
- the platforms you’re already using.
- how you’re using your current social platforms.
- the type of content you think you’d like to share.
- the type of content they think you should be sharing.
- how often you will be posting on social media.
- how often you need to create content.
- and who will be creating and posting it (yes, you can recruit help for this).
Set Up a Communication Channel For Your Marketing Team
If your marketing team is helping you develop content, you need to provide an open a clear channel of communication with you. Remember, every post that is sent out from the brand account represents the company. You want this company to set you up as a thought-leader in your field. For the first month, have your team create draft social media posts and meet with them to provide feedback.
For the first month, have your team create draft social media posts and meet with them to provide feedback.
This is your opportunity to make sure this content is aligned with your personal brand. Make edits to copy so it sounds more like you, swap photos, nix topic ideas, etc. This is also your chance to provide additional feedback about the social media strategy now that you’re seeing it in action.
Here at TEAMTRI, we use a tool called Planable for social media. Planable allows us to post internal feedback on social media posts before posting and allows team members to approve social media posts before they’re able to be scheduled out.
Carve Out 5 Minutes a Day to Engage With Your Audience
Now that you’re posting more, your audience is going to take note and engage with you by commenting, liking, and sending you messages! Your marketing team can absolutely help out here, but there are areas that they’re going to need guidance.
For example, I’ve had clients’ friends direct message (DM) my clients and ask for life updates or make comments about old days in college. Your marketing team doesn’t hold this information, you do! Carve out at least 5 minutes per day to check in on your social platforms to respond to anyone who’s taken the time to engage with you. It’s just like responding to a missed call… you never know if someone’s comment will lead to a deeper conversation about a need in their business.
Well, there you have it! Three easy steps to setting your executive team members up to be a brand advocate for your organization. It doesn’t take an expensive marketing campaign or extensive work. With just a few hours a month, you can step up your team’s game and get new business coming in!
I’m excited to see what you post.
Cody is the Digital Strategist for TEAMTRI based in Seattle, Washington. He's an avid chai tea latte drinker and enjoys painting, traveling, and taking photos of his adventures. At work, you'll find him typing away building websites, creating marketing strategies, and scrolling through Instagram.