If 2020 taught us anything as public relations professionals, it is to have a presence on social media. Many of the most powerful brand campaigns and news stories began or were heavily promoted on social media in 2020, and that’s where many people turned for news and information, including your employees. As we enter the new year, we are highlighting the necessity for c-suite executives to be present on social media. Your voice as an industry leader can be helpful in disseminating information and facts about your industry and also gain the trust of your employees. Having a social media presence boosts your presence, your organization’s PR efforts and allows your audience to stay up-to-date with the latest industry and company news.
In addition, social media gives senior leadership executives the opportunity to spread their message. For example, maybe there’s a crisis happening within your organization. In the middle of the crisis is not the time to start ramping social media. If you already have a presence on social media, your PR team can supply you with information to share on social media to mitigate the crisis. Of course, your organization will likely need a press release or statement to support your organization’s response, but this allows you to deal with fast-breaking conditions and serve as a resource to stakeholders. As a matter of fact, many organizations across the world respond to crisis situations on Twitter before taking it to media outlets such as TV and newspaper.
Sometimes we recommend c-suite executives to respond to crises through their personal social media accounts as many crises mandate a response from the leader of an organization. This allows outsiders and reporters to see who is driving the narrative and boosts your chances of being asked for an interview to ensure your message is heard your way. And, as we saw during the COVID-19 pandemic, employers all of a sudden became employees’ most trusted source for information and guidance about the pandemic. Why not reach your employees where they are? Social media.
Being active on social media can require consistent management. If you’re a c-suite executive and don’t have the time to create an account, refer to your PR team to set the account up and send over drafted posts for each week of the year. Once your profile has a following and you’re consistently posting, you will have the following and content to create your own posts about real-time situations.
Not only can you post during a crisis, but you should also post exciting news to further promote your company, the industry, your employees, and your accomplishments. For example, your company receives an award for its outstanding ESG efforts. This deserves celebration! Sharing on social media will garner media’s attention and potential employees. Work with your PR team on content pillars for your social channels and ensure you’re sharing content in each pillar and promoting the message coming out of your communications department.
This year is your opportunity to innovate you and your organization’s social media presence. Instead of solely focusing on media relations in 2021, focus on training c-suite executives to be active on social media to further your brand’s reputation. With millions working remote, people rely on social media to gather news and information. Take advantage of the opportunity.
If you’re an executive and would like support with social media, or a PR team and would like to learn more about how to execute c-suite social media accounts, give us a call or fill out the form below.