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3 ways leaders can build trust with employees and customers on Twitter, Instagram, and LinkedIn


Tim Cook

Summary List Placement

Social media has become an increasingly central way for leaders to project a positive image, both within the company and externally. 

Following the pro-Trump insurrection at the US Capitol on Wednesday, corporate leaders at major companies from Microsoft to Paypal publicly spoke out condemning the events — and they took to social media to do so. Paypal CEO Dan Schulman wrote a LinkedIn post urging leaders to use their platforms to speak out. 

Data from the business advisory firm Brunswick shows that, of the 6,500 employees and 5,200 readers of financial publications surveyed, 81% say it’s important for business leaders to actively communicate on social media. 

And the importance social media is only heightened during times of crisis. The majority of respondents (90%) in the Brunswick study cited the importance of a CEO’s social media communications when a company is undergoing a crisis. 

A CEO’s social media platform can set the tone for a company’s direction internally, but it can also serve as an informative tool for potential employees looking to research the leadership of a future employer. About 20% of employees prefer to work for a CEO with a social media presence over one without social media, according to Brunswick. 

“In the midst of the massive dislocation and crisis that we’ve all experienced in the past year, the way people experience CEOs is entirely through a screen,” Craig Mullaney, a partner at Brunswick Group, told Insider. “That’s a real challenge for company leaders to connect with their audiences in a way that feels authentic and timely.” 

But not every CEO is using their social media effectively. In 2019, Brunswick found that only one in four of S&P 500 and FTSE 350 CEOs with social media presences posted in the past year. 

Business leaders will need to turn to social media to build brands and businesses that others can trust. Here’s how they can do that effectively. 

Read more: The CEO of testing giant Labcorp says there are 3 pieces of advice he’d give to new leaders

Put forward an authentic image 

The unfinished work of racial justice and equality call us all to account. Things must change, and Apple’s committed to being a force for that change. Today, I’m proud to announce Apple’s Racial Equity and Justice Initiative, with a $100 million commitment. pic.twitter.com/AoYafq2xlp

— Tim Cook (@tim_cook) June 11, 2020

 

Authenticity is key when it comes to building an image online, and it’s crucial to maintain a human element to the type of presence you put forward as a leader. 

“The truth of social media networks is that zero people have joined to follow companies; they’re on those platforms to connect with other people,” Mullaney said. “Content from individuals has far more resonance and engagement than even the best content from brands in corporate.” 

That’s why it makes sense for an executive to create their own account, separate from the company. This account should post more personal content. 

Social media posts formatted as video statements can add a human aspect to a message, …read more

Source:: Business Insider

      

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