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How influential are your brand’s digital executives?

Posted by Kiran Saini on 1st December 2021

I’ve written a lot recently about the importance of personal branding and, as a senior business executive, the impact that personal social profiles can have on the commercial success of a company.

People buy from people. Whether you’re a CEO, head of marketing, VP Innovation, or if you’re responsible for the social profile of execs like these, representing your brand online can create valuable and meaningful connections with a captive audience, which in turn can heavily influence buying decisions.

But are brands making the most of their executives’ social media channels to forge these connections?

Our study of 50 CEOs suggests they’re not. Let’s take a look…

The average CEO has over 58,000 connections on LinkedIn, but only approximately half (52%) of them post more than once a month on their channel.

What’s more, 44% engage with their followers’ posts less than once a month and 15% don’t bother engaging at all. It’s hardly surprising then that 36% of CEOs receive less than 10 engagements on their own posts each month.

This is a wasted opportunity. Why?

LinkedIn makes most of its money from advertising, so it needs active users and new content to secure advertising revenue. In a nutshell, the longer your profile keeps users engaged, the more LinkedIn will reward your profile with greater visibility – meaning you will appear more frequently in your followers’ feeds. This is a great way to reach your target audiences.

It’s time for action. The ‘should we / shouldn’t we’ argument for investing in social media is over — execs need to start getting serious about developing their personal brands online.

It might not have even crossed your mind yet, or you may well be on your way to building your Digital Executive status…but to help you benchmark where you or your brand’s digital executives are on the journey to Digital Hero, we’ve created a quick and painless quiz.

Through eight questions, we’ll assign a social persona to your score and set you on the right track with some easy to implement recommendations.

Take part now:

To learn more about how we’re helping transform business executives into digital heroes, take a look at our digital executive programme service.

Kiran Saini

With a degree in Communication and Media Studies from Brunel University, Kiran has gained invaluable experience of the media industry following her internships with a magazine publishing company based in London and an entertainment PR agency in Richmond. Her most recent internship, however, was with Wildfire where she got a real taste for tech PR. Her passion for media coupled with her new found interest in tech helped her secure a permanent position at Wildfire in January 2016.