Why [and how] execs need to be on social
+ the new MTD Guide to get them [maybe you??] there
quick summary ⚡️
How executives can build trust on social, using our latest MTD Guide for paid subscribers
Cultural Gems: the $$ TikTok makes from Live, how Reddit became the best place on the internet, and more
What to read and listen to this weekend according to Team MTD
POV: You run your brand’s social accounts and have been tasked with getting the CEO to post more
It’s a challenging ask that has become increasingly common, particularly as LinkedIn has become more popular. The Financial Times reported last fall that there has been a 35% increase in C-suite professionals in the U.S. on LinkedIn in the past five years, which makes a ton of sense, given the shift in consumer trust from brands to individuals.
Still, just because more people are doing it doesn’t make it easy. Especially when your exec is strapped for time and doesn’t really know why or how to build their personal brand on social.
[Which is, said with love, a lot of them!]
Don’t worry, we’re here for you. We’ve got your talking points and, for our premium subscribers, a brand new guide that lays out a social media roadmap for executives [plus access to the platform guides that you’ll want, too].
In conversations with the exec(s) you’re supporting, here are a few ways to explain why they should get on-board:
Executives with a social media presence builds credibility, opens doors to new partnerships, and drives industry influence. According to a Kickstand x Pavillion 2024 report, 98% of tech executives believe building a personal brand on social media boosts business outcomes.
While investing in a social strategy for executives may not see an immediate ROI, 92% of professionals say they are more likely to trust a company whose senior executives are using social media according to FTI Consulting’s report. For brands looking to secure top talent, having executives engaging with their community on social media is a must.
Other CEOs are doing it, and seeing success. LinkedIn told the Financial Times that there has been a 23% increase in posts from chief executives globally year on year, and their content gets four times more engagement than other content from LinkedIn members.
When we chatted with Sammi Cohen, a creator who covers business and also works full-time at Amazon, we asked her opinion on whether it’s really worth execs’ time.
“Executives absolutely need to be on social media,” she said. “I think building a personal brand is a requirement regardless of what role you hold at a company. It's part of what builds your reputation across your industry, and I think that executives need to participate in social media because your social media presence follows you wherever you go, well beyond your time at your existing company.”
Don’t forget to also get buy-in from the execs’ support staff [you’ll need their calendar, among other things] and ideally another leader [if it’s your CEO you’re getting on social, have your CMO back you up].
Here’s the brand new M.T. Deco guide for Executives on Social Media. Bookmark it so you can reference it as much as you need while you build, execute, measure, and scale!
💎cultural gems💎
The monocultural moments and news that caught our attention this week:
💰 TIKTOK PROJECTS $77 BILLION IN SALES FROM TIKTOK LIVE, LAWSUIT CLAIMS, bloomberg
“The numbers surfaced Monday are part of a lawsuit filed in October by District of Columbia Attorney General Brian Schwalb alleging rampant sexual and financial exploitation of children on Live, where TikTokers can broadcast in real-time to billions of strangers around the world.”
🌱 THE NICEST SWAMP ON THE INTERNET, the atlantic
“The joy of Reddit comes from it being simultaneously niche and expansive—like an infinite world’s fair of subcultures.”
WHY BRANDS NEED TO THINK LIKE NETFLIX, inc.
“The future of marketing isn’t just about interrupting content; it’s also about being the content.”
📰 THE L.A. TIMES ADDS AI-GENERATED COUNTERPOINTS TO ITS OPINION PIECES AND GUESS WHAT, THERE ARE PROBLEMS, nieman lab
“‘The purpose of Insights is to offer readers an instantly accessible way to see a wide range of different AI-enabled perspectives alongside the positions presented in the article,’ [LAT owner] Soon-Shiong wrote on Monday in a letter to readers.”
🤖 META WANTS TO GIVE SMALL BUSINESSES AN AI BOOST WITH A CUSTOMER SUCCESS AGENT FOR INSTAGRAM AND FACEBOOK, fast company
“Soon, all businesses will be able to use Meta’s AI to power live, 24/7 customer service that can interact with customers on behalf of businesses on Instagram, Facebook, and WhatsApp.”
🫂 JOB POSTING: SENIOR COMMUNITY EDUCATION MANAGER, patreon
Patreon is looking for a community education manager to identify and action against creator learning needs and knowledge gaps.
recs / MTD community hub
At MTD, we know that community is everything and we wouldn’t be here without our incredible subscribers. So, we’re launching a new segment of our Thursday email to bridge the community gap and introduce you to the ladies behind the newsletter and some things we think our community will be interested in!
📚 What
’s reading:🎧 What
is listening to:resources
for working professionals…
for entrepreneurs…
Why prioritizing your comments and DMs is a winning strategy
Platforms that can strengthen your community and make you $$$