Positioning executives as trusted health care industry sources in the social media space can be invaluable for building customer, stakeholder, and employee advocacy. But building a successful executive thought leadership presence requires a clear strategy and committed team.
Before you embark on social media thought leadership, consider these nine questions:
1. Why do I want to be on social media as a thought leader? What is my goal?
If your goal aligns with how people actually use social media, great! You’re on the right track! If not, reconsider if social media is the right tool.
2. Who am I trying to reach?
Does your audience use social media? If so, proceed to question three.
3. What “leading thoughts” do I have?
As a leader in your industry, others will look to you as an authority on your topic. What direction will you lead the conversation?
4. What do I want to educate my audience about?
Can you follow the 80/20 rule? 80% of your content should be of value to your audience – it entertains, educates, or inspires them. Only 20% of your content should be of value to you – promotional content that benefits your business directly. While these percentages vary, the concept remains, will a majority of your content be of value to your audience?
5. What are people in my area of expertise thinking about?
It’s important to evaluate the conversation in your sphere of influence to engage appropriately.
6. What resources and support do I need to be successful?
This is a great time to begin on social media because the training and support resources are plentiful.
7. How does my thought leadership tie into our company’s strategy and communications?
Your company may already have resources in place to support your engagement. Take advantage of those opportunities if possible.
8. How much time can I commit to social media?
Social media takes time. While it is informal and easy to access, thought leaders build their digital brand with every post and every interaction. Be thoughtful and make those count.
9. Which channel do I prefer?
Consider which platform will help you reach your audience.
For more information about how to build your company's executives into social media thought leaders, join Krysta Privoznik, Digital Content Manager, Strategic Communications at Blue Cross Blue Shield Association on December 19 at 2:00 p.m. CT for a live webinar. Krysta will share how she guides executives to create dynamic content and conversations highlighting their unique perspectives and how their impact translates to relationship-building and influence.
This innovative webinar format combines a recording of her presentation to our Annual Conference with a live Q&A. Register here.