The pace of change in social media is fast. Facebook is already passe for teens, as older people take over. Other platforms like Instagram and Snapchat have taken off and are constantly evolving. LinkedIn remains the primary outlet for professionals. Social media as a whole is here to stay.
Even so, CEOs and CXOs are (understandably) hesitant to get involved with social media. LinkedIn is one platform where CEOs can achieve business goals, gain a following, and stay completely professional while doing it.
Below, we’ve outlined four typical reasons CEOs might hesitate to spend time on LinkedIn, and explain why these “reasons” are just excuses.
Excuse 1: “LinkedIn is just for hiring and looking for jobs”
LinkedIn Publisher was once a platform that only the Bill Gates and Sheryl Sandbergs of the world had access to, but no more. Anyone can publish content on LinkedIn.
Additionally, when Microsoft bought and revamped LinkedIn, the home page feed became much more intuitive and user-friendly. Now it’s easier than ever to share posts and other content back and forth between connections.
This makes LinkedIn an ideal platform for CEOs and other leaders to gain influence by sharing expertise. Thought leadership is something that buyers are increasingly looking for in a company or brand.
LinkedIn’s blog lays out some stats:
- Thought leadership aids the vetting process of 63% of Business Decision-Makers (BDMs)
- 82% of BDMs say thought leadership increased their trust in an organization.
- 9 in 10 BDMs believe that it’s important, very important or mission critical that organizations produce thought leadership.
- 79% of CXOs want thought leadership to reveal new trends or issues.
Publishing and posting articles on a regular basis can set you apart as a thought leader in your industry. In turn, this can help drive leads to your website and increase your network.
As the stats above demonstrate, thought leadership is actually crucial to influencing BDMs as well.
Excuse 2: “Why not just have my company post on LinkedIn?”
LinkedIn’s feed is basically business Facebook. A LinkedIn personal page will get much more exposure than a company page will. LinkedIn’s algorithm makes it harder for company pages to get impressions without spending money on ads and post sponsorship.
Using your personal account to share expertise and content is a great way to reach a larger audience than sharing from your business page alone. People are also more likely to follow CEOs on LinkedIn because of the platform’s emphasis on titles.
Company pages are at a huge disadvantage when it comes to interaction. You can’t do much with a company page besides post links.
CEO’s should advocate for their companies on LinkedIn by interacting with others, publishing articles, and actively making new connections — all things a company page can’t do.
Excuse 3: “I don’t want to waste time.”
Once your profile is set up and you’re connected with everyone you know (which LinkedIn makes fairly easy), all it takes is a few minutes every couple of days to join in the conversations that your colleagues are having.
If your company is publishing content regularly from either a company blog or LinkedIn business page you can share that as well.
You can also optimize your LinkedIn profile either by reading a few of the many articles on how to do this, or having an expert help you out.
Optimizing your profile will help you show up in Google and LinkedIn searches, as well make you more attractive to potential followers.
Excuse 4: “I’m worried about legal ramifications, or coming off too offensive or off-putting.”
As Dave Kerpen, CEO of Likeable Local argued in a recent article on Inc.com,
Just as with email, or really any form of communication, CEOs need to be thoughtful and careful before sending out tweets or other social media communication. But the rewards of building an enormous brand and following far outweigh the risk of thoughtless communication.
You wouldn’t communicate thoughtlessly at any other time at work, so why would LinkedIn be any different? Treat it as a professional platform and you will have nothing to worry about.
Still feel overwhelmed? If you want to get in front of business decision makers on social media, Mojo can help. Get in touch with us, and we’ll get you set up on social.