But here, too, content is vital. The more authentic, the better. It should be produced in a seemingly casual manner and rounded off with a personal touch. This leaves a much stronger impression than sharing the usual, standardised press releases and company statements.
In return, contributions can be more of general nature, more analytical and sometimes even more personal. After all, it isn’t about detailed product information, but rather about innovative ideas, visions or positioning in general. The following applies in each case: The more personal and the more authentic, the better.
When talking about CEO positioning on social media channels and social networks, the term “social CEO” is often used. The term describes a social media strategy for a company’s main executive on the social platforms that are relevant for the company.
In the B2B sector, for example, this is primarily LinkedIn. Here, CEOs are expected to play an important role for their company and increase the company’s visibility through regular posts and interaction with other profiles. To this end, a CEO is positioned as an expert on certain topics.
Curated content is the central element of the social media strategy for communicating different topics. In practice, this means that he or she comments on external contributions, classifies them according to subject matter, reposts them on the corresponding channel – and therefore ensures contacts and interactions.
Social CEOs can also post organic contributions such as news from the company or independent articles. Similar to all other media, an editorial plan and long-term topic planning are used to prepare which posts are to be published and when.
Therefore, good CEO communication needs a detailed strategy. It isn’t only important to determine relevant channels, but also concrete content that should be posted in a prioritised manner: topic search, formats, tonality, frequency of posts. And last but not least, the following question naturally arises: Does the company itself take on the CEO positioning on social media or does it work together with designated experts in this still quite young marketing and communication discipline? This much can be said with confidence at this point in time: Yes, it is highly recommended.