April 3 Content Chat Recap: Coaching Executives for Social Media Content Readiness
This week #ContentChat was joined byDeirdre Breakenridge (@dbreakenridge) to discuss Coaching Executives for Social Media Readiness.
Q1: Why do executives need social media coaching?
A1 Social media is an important comm channel. Coaching can ensure execs make the most of the opportunity, not get overwhelmed. #ContentChat
— Erika Heald (@SFerika) April 3, 2017
A1: Executives don’t understand the power of the brand and how one off post can affect years of planning and execution #contentchat
— Mike Dill (@MDRunning) April 3, 2017
@SFerika @dbreakenridge A1 That’s a pretty easy question – because they have absolutely no idea what they are doing or how to work social. #contentchat
— Debi Norton (@BRAVOMedia1) April 3, 2017
A1: Executives are representatives on this mobile world-stage. The way they act on social media will affect their brand! #ContentChat
— Emily Hayes (@emercis) April 3, 2017
A1: everyone needs social media training. 😉 #contentchat
— Susan Moeller (@SusanCMoeller) April 3, 2017
A1. You can’t just share an walk away … engaging & then being present is just as important. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A1: You know what you mean, but conveying it to the media can be a challenge. #ContentChat pic.twitter.com/zL8yaLFb36
— Mallie Rust (@malliefe2o3) April 3, 2017
A1: Execs have wide networks – using them in a targeted way can reach beyond traditional brand channels #ContentChat
— Jennifer Daugherty (@GlitterOtter) April 3, 2017
A1. Exes can increase their digital footprint & thought leadership, but coaching helps them do it the right way. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A1: Because social media awareness is not genetic nor uploadable software like johnny mnemonic #contentchat pic.twitter.com/oaUHB6Yzh8
— Wayne Hendry (@ideakid88) April 3, 2017
A1: Everyone benefits from social media training. But executives have the power to initiate change & grow all channels #contentchat
— TechWyse (@TechWyse) April 3, 2017
@SFerika @dbreakenridge A1) B/c they need it. Execs are too busy to take time to understand Social on a granular level, it’s why SocMed Managers exist #ContentChat pic.twitter.com/xW3DnhiCeF
— Jason Schemmel (@JasonSchemmel) April 3, 2017
A1: if they have not used social media they may need to understand how it works #contentchat https://t.co/7RI34cvXCn
— Josephine Borrillo (@70mq) April 3, 2017
A1: Understanding the finer aspects of SM enables execs to understand why a single intern isn’t enough to get good SM going. #ContentChat https://t.co/iptXoP6sEC
— Warbble HQ (@WarbbleHQ) April 3, 2017
@SFerika And understand the difference between being on a social network vs actually being social and having it be worthwhile. #contentchat
— Martin Lieberman (@martinlieberman) April 3, 2017
Yes! RT @socialxpresso: A1: Customers love hearing directly from executives, it creates this feeling of transparency. -RM #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A1. Executives to a great extent affect the brand or maybe they are even the brand. #ContentChat
— Ai Zhang 🔥 (@aiaddysonzhang) April 3, 2017
@GlitterOtter so true! today anyone can engage with a CEO of a company on social media #contentchat
— Josephine Borrillo (@70mq) April 3, 2017
A1a: Social media is targeted to fit the personalities of Millennials. As of now, most executives are still Gen X’ers. #ContentChat https://t.co/1t0rhaQUGF
— Zach McArthur (@ZMcArthur12) April 3, 2017
@SFerika Most Exec don’t understand social enuf to know they need it.Pitching to SMB’s is Challenging! The big ones get they need it-but don’t know Y
— Debi Norton (@BRAVOMedia1) April 3, 2017
A1: They need social media coaching because that is where everything is happening. Customers are more likely to feedback online #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
A1b. It’s like asking a turtle to climb a tree. It’s not feasible without some help! #ContentChat
— Zach McArthur (@ZMcArthur12) April 3, 2017
@TechWyse So true, when execs can be the social media role models and set an example … sends a signal to everyone else in the company. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A1. We are all students when it comes to social media and the digital space.
We need to co-learn #ContentChat
— Ai Zhang 🔥 (@aiaddysonzhang) April 3, 2017
A1: They also need to keep up with the times and a lot don’t understand the value, or importance, of social media #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
A1: Because not all execs are born communicators with high levels of social intelligence or have had training from #CorpComm. #ContentChat https://t.co/WiXnIrw59i
— Zen Yinger (@ZenYinger) April 3, 2017
A1. An org is only as good as its people. As the head of an org, executives are ppl representing the brand/org. #ContentChat
— Ai Zhang 🔥 (@aiaddysonzhang) April 3, 2017
A1: It’s also important for CEOs and Execs to ensure that their personal branding matches that of their company #contentchat
— TechWyse (@TechWyse) April 3, 2017
@SusanCMoeller @barryfeldman Exactly or they’re not sure where personal participation stops and company participation begins. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
@70mq Yes. If they have an active presence, it’s thrilling to get the ear of or see what the person in charge is engaging in. #ContentChat
— Jennifer Daugherty (@GlitterOtter) April 3, 2017
@SFerika @aiaddysonzhang A1: Most executives don’t understand how marketing works, especially social media marketing. #contentchat
— Javier Sanabria (@SanabriaJav) April 3, 2017
A1: Social media is not their main focus. Helping them understand how it works is a win-win for everyone #contentchat
— Spin Sucks (@SpinSucks) April 3, 2017
A1: Mainly because most of them don’t have ANY sm skills. Customers, employees and investors love to hear from them. -RM #contentchat
— SocialXpresso ☕️ (@socialxpresso) April 3, 2017
A1: Everyone needs social media because everyone is, in some way, part of the brand #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
@SFerika A1 and ensuring SM is seen as important – easy to dismiss it as not important or understand why/where it fits in marketing #contentchat
— The Epsom Bakehouse (@EpsomBakehouse) April 3, 2017
A1: They need coaching to understand the value. When they do, they’ll be asking you for insights #ContentChat
— Troy Janisch ⛴ (@socialmeteor) April 3, 2017
Q2: What are some of the primary skills executives need to learn to be successful on social?
A2. Very important to Listen and learn about the culture of the community first, then engage / share. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A2. You must have discipline … no 3:00 a.m. tweeting; words have consequences. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A2: To remain professional and not engage in fire-starting dialogue. Be yourself, but be your best self! #ContentChat pic.twitter.com/gsXbOl9beT
— Emily Hayes (@emercis) April 3, 2017
A2.
Listening
Content monitoring
Share/Engagement
Analytics #ContentChat— Ai Zhang 🔥 (@aiaddysonzhang) April 3, 2017
@SFerika @dbreakenridge A2: Tone-of-voice needs to represent brand. Understanding of target audience. Sensitivity and responsiveness #ContentChat
— Hey Dip Your Toes In (@dipyourtoesin) April 3, 2017
@SFerika @dbreakenridge A2: I’d say channel-specific etiquette is a pretty important first step. #contentchat
— Jason Webb (@JasonLWebb) April 3, 2017
A2. Balance strength with Emotional Quotient (EQ) … hear what’s being said & be empathetic. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A2: Executives need to learn authenticity #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
@SFerika @dbreakenridge a2 Good Public Relation Skills – realizing they are directly communicating with an audience that may be their customers .#contentchat
— Debi Norton (@BRAVOMedia1) April 3, 2017
@SFerika @dbreakenridge A2) Discipline & empathy. Can’t post personal beliefs w/out it effecting the brand in a major way…good OR bad! #ContentChat pic.twitter.com/puMR4r3kn3
— Jason Schemmel (@JasonSchemmel) April 3, 2017
A2a: Platform context. What’s appropriate on Facebook isn’t always right for Twitter or LinkedIn. #ContentChat pic.twitter.com/xQaJfIFRbP
— Mallie Rust (@malliefe2o3) April 3, 2017
A2: They need to learn how to engage with their audience. You can’t just post without connecting with your audience. #ContentChat
— Express Writers (@ExpWriters) April 3, 2017
A2. Executives should show their human side … be real! Don’t talk to people collaborate with them. #ContentChat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A2: The ability to convey brand tone is huge. Also: Professionalism, show that they are an authority figure in their industry #contentchat
— TechWyse (@TechWyse) April 3, 2017
A2a: How big of a book are you looking for?! 😉 some that come to mind for me are 1) how to build a short bio #ContentChat https://t.co/7pPTDsbuto
— Zach McArthur (@ZMcArthur12) April 3, 2017
A2: Executives like most people use social media as a soapbox to spread their message instead of listening to their customers. #ContentChat
— Dave Macdonald 🇨🇦 (@rdavemacdonald) April 3, 2017
@SFerika @dbreakenridge A2: They need good conversation skills. If they don’t have any, they won’t know how to work a crowd online or offline. #contentchat
— Javier Sanabria (@SanabriaJav) April 3, 2017
A2: excellent question! it is all about engagement and how to handle negative comments #contentchat https://t.co/eb2U628Ymj
— Josephine Borrillo (@70mq) April 3, 2017
A2: Listen. Be more interested than interesting. Remember that it is all about #H2H. #contentchat
— Wayne Hendry (@ideakid88) April 3, 2017
@SFerika @dbreakenridge A2) Transparency is also HUGE. Consumers like knowing that a brand is personable. It makes them more relatable! #ContentChat pic.twitter.com/EbdSHXkKLA
— Jason Schemmel (@JasonSchemmel) April 3, 2017
@dbreakenridge love this, Deirdre. the future of business is collaboration for sure. higher ed needs to embrae a similar model. #ContentChat
— Ai Zhang 🔥 (@aiaddysonzhang) April 3, 2017
A2: execs need to learn how to listen to their community, and understand. #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
A2. Patience and Purpose. Just because you put something on social, doesn’t mean it will be effective. It’s all about strategy #contentchat
— roboboogie (@roboboogiePDX) April 3, 2017
A2b: Platform syntax too. Think about how different hashtags are functionally on Twitter and Facebook! #ContentChat pic.twitter.com/Dzsxs1SSyn
— Mallie Rust (@malliefe2o3) April 3, 2017
@SFerika @dbreakenridge A2b: Executives can’t take the “social” out of social media & expect positive results. #contentchat
— Javier Sanabria (@SanabriaJav) April 3, 2017
A2: To listen first (get to know your community), and to be consistent in how and when you post/respond. #ContentChat https://t.co/s6Xju6gWtW
— Warbble HQ (@WarbbleHQ) April 3, 2017
A2b. 2) How to hashtag to drive engagement 3) How to use 3 way communication techniques (speaking to the masses individually) #ContentChat
— Zach McArthur (@ZMcArthur12) April 3, 2017
@SpinSucks Yes, so important to step back and think before you respond. No knee-jerk reactions. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
Primary skills execs need for succ. on #socialmedia:
Listening
Empathy
Positive Attitude
Authentic communication
Giving heart#contentchat— Zen Yinger (@ZenYinger) April 3, 2017
Agreed @JasonSchemmel. As a company executive, customers see you (and your social posts) as an intrinsic part of the brand. #ContentChat https://t.co/MMxZk8qkcI
— Erika Heald (@SFerika) April 3, 2017
A2: Also very important to remember that there is a distinction between brand and person. Respond as your brand. #ContentChat https://t.co/s6Xju6gWtW
— Warbble HQ (@WarbbleHQ) April 3, 2017
@aiaddysonzhang Agreed! People want to connect with you through conversation and you have to make time to be present. #ContentChat
— Express Writers (@ExpWriters) April 3, 2017
@roboboogiePDX Love this. Knowing the purpose behind social efforts drastically changes what you post! #ContentChat pic.twitter.com/nrG7LmPUaI
— Mallie Rust (@malliefe2o3) April 3, 2017
A2: be a person. Show your personal side, sometimes. Don’t make the community think you’re a bot #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
@aiaddysonzhang This 100%! Give people a reason to follow you on multiple platforms, don’t just spam the same stuff everywhere. #ContentChat pic.twitter.com/eNmwW1WZI9
— Mallie Rust (@malliefe2o3) April 3, 2017
A2: Patience and not the vision that everything can be done with the push of a button #contentchat
— Mike Dill (@MDRunning) April 3, 2017
@roboboogiePDX The patience factor is so difficult to get clients used to – especially the ones who want immediate ROI on everything. #ContentChat
— Warbble HQ (@WarbbleHQ) April 3, 2017
@ExpWriters Yes! People are following the person, not the brand. They want to hear from (and engage with) him or her. #contentchat
— Martin Lieberman (@martinlieberman) April 3, 2017
A2: Listen first and talk second! -RK #contentchat
— SocialXpresso ☕️ (@socialxpresso) April 3, 2017
So true. Executives are part of the brand. How many executives brought crises to org b/c of what they did/said? #ContentChat https://t.co/AEWWDck6YT
— Ai Zhang 🔥 (@aiaddysonzhang) April 3, 2017
a2: They have to value customers and be curious. Social is the best source of unsolicited, authentic feedback #contentchat
— Troy Janisch ⛴ (@socialmeteor) April 3, 2017
2. Execs must understand that #socialmedia is not just about them but about all in their community, and move from #me to #we! #contentchat
— Zen Yinger (@ZenYinger) April 3, 2017
Q3: How do you convince your company executives that social media coaching and support is something they need?
A3: Show them the value of social media and how well it works when done right! #ContentChat
— Express Writers (@ExpWriters) April 3, 2017
A3: The easiest way to convince them is to put ROI and numbers behind it. Executives like numbers #contentchat
— Mike Dill (@MDRunning) April 3, 2017
@SFerika @dbreakenridge A3 Data, data, data. That’s what execs respond to most. They want to see why it’s worth their time. #contentchat
— Martin Lieberman (@martinlieberman) April 3, 2017
A3: Show rewards of social media done WELL — and the issues that arise when done poorly #contentchat pic.twitter.com/ZwMEgOgs8X
— TechWyse (@TechWyse) April 3, 2017
A3. Share examples of executives #fail … Bring to their attention examples of executives who get called out on social media. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A3: Show the benefits of connecting with their communities & their brand on SM; shows their humanity & communities love that! #ContentChat pic.twitter.com/cCyntumLZn
— Emily Hayes (@emercis) April 3, 2017
A3: We show them examples of other executives that are killing it on social media and their ego will do the rest! -JK #contentchat
— SocialXpresso ☕️ (@socialxpresso) April 3, 2017
A3: Show them how to use social media. Explain the value of it and how it can affect your brand, and company #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
a3 My experience – is gently speak w/ them about having an authoritative voice – which shows their expertise in their industry #contentchat https://t.co/VB4642XjYW
— Debi Norton (@BRAVOMedia1) April 3, 2017
A3. Share one of the countless examples of exec #epicfails in the past and the drastic effects it had on the company #contentchat pic.twitter.com/IiLiDtPNFG
— roboboogie (@roboboogiePDX) April 3, 2017
Agreed. You can appeal to their ego this way. Tell them this will ensure they’ll crush it on social, not be crushed. #ContentChat https://t.co/KknB4VfFf7
— Erika Heald (@SFerika) April 3, 2017
A3. Show the positive examples of executives with larger communities and great engagement based on good participation #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
Yep – examples of what not to do an be very effective. #contentchat https://t.co/z2Y8B1ehNe
— grosheuvel (@grosheuvel1) April 3, 2017
Executives are easy to sell on social value than the layer of managers below them #contentchat
— Troy Janisch ⛴ (@socialmeteor) April 3, 2017
@SFerika @dbreakenridge A3: Develop a set of metrics and track analytics to demonstrate ROI. Execs love numbers #contentchat pic.twitter.com/66wKUQcp2R
— Hey Dip Your Toes In (@dipyourtoesin) April 3, 2017
A3. Let execs know that social media is a team sport. You’re building champions and it starts from the top or the org. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
@SusanCMoeller @SFerika @dbreakenridge For sure. Though it’s important to get execs focused on meaningful metrics, not vanity ones. #contentchat
— Martin Lieberman (@martinlieberman) April 3, 2017
A3: Speak their language. If numbers are their thing, bring out the slideshows. If it’s storytelling, put on your best Disney. #ContentChat pic.twitter.com/aIF1F7M2jL
— Warbble HQ (@WarbbleHQ) April 3, 2017
A3B: Your community wants to know that you’re active and enthusiastic about connecting with them: SM presence shows that! #ContentChat
— Emily Hayes (@emercis) April 3, 2017
A3a: The proof is in the statistics of social media in business.If you have to do any more convincing than that, it may be time #ContentChat https://t.co/ExFxXMaJdI
— Zach McArthur (@ZMcArthur12) April 3, 2017
A3b: To start exploring other opportunities #ContentChat
— Zach McArthur (@ZMcArthur12) April 3, 2017
A3: Detail the work that goes into one social campaign & the impact it has. They should be begging for support. #ContentChat @dbreakenridge
— Jennifer Daugherty (@GlitterOtter) April 3, 2017
@SFerika @dbreakenridge A3) Show case studies of successes, and potential downfalls, involved w/ social media. Show them the value of social media! #ContentChat pic.twitter.com/84FfrK8iA1
— Jason Schemmel (@JasonSchemmel) April 3, 2017
A3. Show failures & successes on social => and how that affect bottom lines#ContentChat
— Ai Zhang 🔥 (@aiaddysonzhang) April 3, 2017
a3: Remind them of what they experienced when they learnt how to ride a bike. Then tell them about the ROI of their learning. #contentchat
— Wayne Hendry (@ideakid88) April 3, 2017
@martinlieberman @SusanCMoeller @SFerika That’s right the vanity metrics don’t show the business value that social media can bring to the organization. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
@dbreakenridge That’s a good point, especially if some exist in the same industry. Fear of being behind the 8 ball might serve as motivation. #contentchat
— Javier Sanabria (@SanabriaJav) April 3, 2017
A3. Put things into a language that executives understand and speak.
numbers and bottom lines #ContentChat
— Ai Zhang 🔥 (@aiaddysonzhang) April 3, 2017
@martinlieberman @SFerika @dbreakenridge A3 agreed, show what you can achieve on SM and how that aligns with company goals/target #contentchat
— The Epsom Bakehouse (@EpsomBakehouse) April 3, 2017
Q4: What is the most common misstep you see executives making on social media?
A4: Engaging with critics, haters or trolls. Let your PR team handle that. You should be showing your best side. #ContentChat
— Emily Hayes (@emercis) April 3, 2017
A4 Always frustrating when execs just RT corporate tweets. I would rather get their personal POV and experience. #contentchat
— Martin Lieberman (@martinlieberman) April 3, 2017
A4: not engaging enough #contentchat https://t.co/vzMKC12C5f
— Josephine Borrillo (@70mq) April 3, 2017
@SFerika @dbreakenridge A4) Showing *too* much personality. It’s okay to show upper management is human, but don’t burn bridges w/ consumers #ContentChat pic.twitter.com/EjA2YoLue3
— Jason Schemmel (@JasonSchemmel) April 3, 2017
A4: Misspelling even with short form and inconsistent hash tags #contentchat
— Mike Dill (@MDRunning) April 3, 2017
@emercis So many fall into that trap of arguing with the trolls. It only reflects poorly on your brand. #contentchat
— Express Writers (@ExpWriters) April 3, 2017
A4: Viewing social media as a sales pitch platform and underestimating the marketing and branding power of interaction. #contentchat
— Wayne Hendry (@ideakid88) April 3, 2017
A4: Sharing too much personal information, failing to track engagement metrics, having an unapproachable tone. #contentchat pic.twitter.com/ZnTrdtJK5u
— TechWyse (@TechWyse) April 3, 2017
A4: either being non-existent on it, or not engaging with their audience in the slightest. Social allows you to humanize! Do it #ContentChat https://t.co/1Xt9DidYFK
— Zach McArthur (@ZMcArthur12) April 3, 2017
A4: Misspelling of words. Not sharing their own POVs #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
A4. Not being patient enough to see the outcomes of SM.
Relationship building takes time. #ContentChat
— Ai Zhang 🔥 (@aiaddysonzhang) April 3, 2017
A4: Making your social media presence a constant pitch is a mistake. You need to focus on adding value FIRST. #contentchat
— Express Writers (@ExpWriters) April 3, 2017
A4. Lack of consistency … starting social media strong and then going dark. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A4. The knee jerk reaction when a situation calls for more listening and careful measures. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
a4 a4 It’s a representation of their company – big mishap is handing it over to the youngest empl. thinking they must know it. #Contentchat
— Debi Norton (@BRAVOMedia1) April 3, 2017
A4: Automated engagement. If you can’t be bothered to actually manage your Twitter, don’t have one. #DeathtotheAutoDM #ContentChat pic.twitter.com/gXvbQu1hKw
— Mallie Rust (@malliefe2o3) April 3, 2017
A4: common misconception that social media analyis measures social media results. In reality, they measure business results. #contentchat
— Troy Janisch ⛴ (@socialmeteor) April 3, 2017
A4: I’m not sure about common, but my favourite misstep has to be the executives that mistakenly post search queries as updates.#contentchat
— SocialXpresso ☕️ (@socialxpresso) April 3, 2017
A4. Not branding across social media w/ good messaging, imagery and profiles that truly reflect the exec’s brand. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A4: Automated DMs. Total turnoff. #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
@aiaddysonzhang @ExpWriters “Never reply to eggs” is totally the first rule on the Exec Social Media playbook! 😂 #ContentChat
— Emily Hayes (@emercis) April 3, 2017
A4: Showing zero personality leaves me asking, ‘why bother?’ #ContentChat
— Jennifer Daugherty (@GlitterOtter) April 3, 2017
A4. Inconsistency – In order to drive traffic you need to constantly share content with your audience #ContentChat https://t.co/Z1djkILMgU
— Khulekani Mjwara (@KhulekaniMj) April 3, 2017
A4: Being silent. One should be consistent in their communication #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
A4: People are online to do more than buy things. We’re here to learn, laugh, explore, and experience. Tap into all of it. #ContentChat https://t.co/uNGS7pqRce
— Warbble HQ (@WarbbleHQ) April 3, 2017
@dbreakenridge IMHO they don’t have to post / share everyday but when they do make it good! #contentchat
— Josephine Borrillo (@70mq) April 3, 2017
A4 I’ve seen some executives criticize specific employees publicly on social. Definitely a “what not to do”. #ContentChat
— Erika Heald (@SFerika) April 3, 2017
@70mq Yes, getting into a pace that makes sense and yes, it had better be good information. Big expectations! #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
@SFerika @dbreakenridge A4: When the BRAND is super active on social media, but I find the CMO’s own Twitter hasn’t been touched since 2015. #ContentChat #NoFaith
— Cortez Brothers (@cortezbrothers) April 3, 2017
@SFerika @dbreakenridge A4: Not optimizing their profiles. It’s better to stay off social media than to have an incomplete profile. #contentchat
— Javier Sanabria (@SanabriaJav) April 3, 2017
@SFerika @dbreakenridge A4) Does #PharmaBro ring any bells? #ContentChat =P pic.twitter.com/bTwpHYbE9T
— Jason Schemmel (@JasonSchemmel) April 3, 2017
YES! Please! We always ask our clients, if your brand was a person, who would they be? Voice, likes, dislikes, etc. #ContentChat https://t.co/lpLmCiXYuN
— Warbble HQ (@WarbbleHQ) April 3, 2017
Q5: When should you counsel an executive it’s better that they aren’t active on social?
YES! Please! We always ask our clients, if your brand was a person, who would they be? Voice, likes, dislikes, etc. #ContentChat https://t.co/lpLmCiXYuN
— Warbble HQ (@WarbbleHQ) April 3, 2017
@SFerika @dbreakenridge When they’re President of the United States? 😉 LOL #contentchat
— Martin Lieberman (@martinlieberman) April 3, 2017
@SFerika @dbreakenridge A5: When the voice they’re using is so bland that it might as well be cut-‘n-pasted from a press release. #ContentChat #OriginalityPlease
— Cortez Brothers (@cortezbrothers) April 3, 2017
A5: When the company’s branding is at a potential risk, or when the exec’s personality outshines voice of the company! #contentchat pic.twitter.com/GYpZv7enp0
— TechWyse (@TechWyse) April 3, 2017
A5: I wouldn’t tell them to not be active, I would explain to them how to be active and more effective #contentchat
— Mike Dill (@MDRunning) April 3, 2017
A5: I wouldn’t tell them to not be active, I would explain to them how to be active and more effective #contentchat
— Mike Dill (@MDRunning) April 3, 2017
a5 I’d have to say – it would be advisable to stay off twitter if you’re in POLITICS! #contentchat https://t.co/bv1wwtHbg5
— Debi Norton (@BRAVOMedia1) April 3, 2017
#csuite & top #execs can begin with an overlap/combo btwn them engaging dir. v their #SoMe a/c’ + a/c mgmt by #SoMe consut/mgr. #contentchat
— Zen Yinger (@ZenYinger) April 3, 2017
@SFerika @dbreakenridge A5: When they haven’t optimized their profile (see A4 🙂) & have let it lay dormant. #contentchat
— Javier Sanabria (@SanabriaJav) April 3, 2017
A5. When executives are too busy … let the team capture stories / content that includes them. They’ll still have a presence. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A5: Sensitive or political subjects. Research thoroughly before deciding how or IF they should engage & stay empathetic. #ContentChat
— Emily Hayes (@emercis) April 3, 2017
@MDRunning Maybe then they’re a good candidate for ghost-tweeting. Temporarily, till they see the right way to use Twitter. #contentchat
— Martin Lieberman (@martinlieberman) April 3, 2017
@SFerika @dbreakenridge A5: M&A and IPO listing periods can be delicate periods. Execs might do well to stay silent in order not to send wrong signals #ContentChat
— Hey Dip Your Toes In (@dipyourtoesin) April 3, 2017
A5. Counsel executives to stay off of #socialmedia until they understand the culture of the community & how to participate. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
@SFerika @dbreakenridge A5: when they aren’t social. Too many execs, and brands, do social without being social. It’s just one way. #contentchat
— Troy Janisch ⛴ (@socialmeteor) April 3, 2017
A5. When they are causing negative damage to the org, when they cannot fully comprehend that SM is public. #ContentChat
— Ai Zhang 🔥 (@aiaddysonzhang) April 3, 2017
@SFerika @dbreakenridge A5) When you feel they could do more harm to the brand than good. BUT, that’s a VERY delicate conversation to have. #ContentChat pic.twitter.com/6KbXayREKk
— Jason Schemmel (@JasonSchemmel) April 3, 2017
A5. If they’re caught up in a scandal or aren’t able to keep strong/controversial opinions off of social #contentchat
— roboboogie (@roboboogiePDX) April 3, 2017
A5a: Starting an SM account is like getting a pet: it takes time, effort, (money), & doing it even if you don’t feel like it! #ContentChat
— Warbble HQ (@WarbbleHQ) April 3, 2017
A5: We generally ask executives to submit their posts for approval within a dashboard. This can alleviate a lot of anxiety. #contentchat
— SocialXpresso ☕️ (@socialxpresso) April 3, 2017
@socialmeteor @SFerika Exactly! Social media is two-way and peer-like. This is no one way street anymore. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A5: When they’re in a position where they they deal with lots of sensitive/confidential information it can get messy #ContentChat https://t.co/KHTDlX0scf
— Zach McArthur (@ZMcArthur12) April 3, 2017
A5b: Don’t do it if you aren’t willing to commit all the way. #ContentChat
— Warbble HQ (@WarbbleHQ) April 3, 2017
A5: I would suggest they stay off social media when they don’t add value or have a purpose for social #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
@MDRunning I ghost-tweet for some of our execs. But I call it “training wheels.” They know it’s not a permanent thing. #contentchat
— Martin Lieberman (@martinlieberman) April 3, 2017
@dbreakenridge Great point! It isn’t useful to start posting on #social without understanding who their audience is and why it is important #contentchat
— LaSalle Network (@LaSalleNetwork) April 3, 2017
A5: When they’re affecting the image, or brand, in a negative way #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
@SFerika @dbreakenridge A5b: Or when they engage in polarizing topics like politics too much. A 2016 Pew study showed users were fatigued by the topic. #contentchat
— Javier Sanabria (@SanabriaJav) April 3, 2017
A6. Show how #socialmedia is strategic comms & helps feed the biz … share performance analytics & marketing optimization. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
Q6: What are some ways the marketing and communications teams can support executives with content for social media?
A6: Give them a list of campaigns being executed and suggested posts to use for those campaigns to keep on style and tone #contentchat
— Mike Dill (@MDRunning) April 3, 2017
@SFerika A6: By providing a clear set of guidelines on tone, frequency, data privacy and brand messaging #ContentChat
— Hey Dip Your Toes In (@dipyourtoesin) April 3, 2017
A6: Giving them standard guidelines on websites to reference, authority figures on social to learn from, creating a content cal #contentchat
— TechWyse (@TechWyse) April 3, 2017
A6: Allow the executive to speak his knowledge, record and transcribe the convo, build a content calendar based on the convo #ContentChat https://t.co/CL32U5WGEE
— Zach McArthur (@ZMcArthur12) April 3, 2017
@SFerika A6 Marketing should support the overall business goals – if C-suite understands the biz goal hopefully they can communicate it #contentchat
— Debi Norton (@BRAVOMedia1) April 3, 2017
A6. PR and marketing can capture photos, videos, live streaming at events. Go where executives go and capture them in action. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A6: Have a monthly editorial meeting. It’s a good time to bash around ideas, ask questions, and build a skeleton plan. #ContentChat https://t.co/5EEqIA9pQl
— Warbble HQ (@WarbbleHQ) April 3, 2017
A6. Be a team of ambassadors, show support (retweet, engage) and be champions for executives who participate. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A6: Just like you would give an executive talking points, you can give them posting points. #ContentChat
— Dave Macdonald 🇨🇦 (@rdavemacdonald) April 3, 2017
A6: giving guidelines, and advice, on how to take advantage of social media. And the benefits it can give you #contentchat
— VanderwagenMarketing (@VanderwagenM) April 3, 2017
@SFerika A6: Build an initial strategic plan for voice, character & tone. Then, mostly stick to it (but leave room for creative freedom) #ContentChat
— Cortez Brothers (@cortezbrothers) April 3, 2017
A6. Show how #socialmedia is strategic comms & helps feed the biz … share performance analytics & marketing optimization. #contentchat
— Deirdre Breakenridge (@dbreakenridge) April 3, 2017
A6: Sharing all new content, PR, wins, etc. will give them a steady stream to create posts from. #ContentChat
— Jennifer Daugherty (@GlitterOtter) April 3, 2017
A6: They can offer to ghost-write or draft up a series of acceptable content for certain occasions? But not permanently. #ContentChat
— Emily Hayes (@emercis) April 3, 2017
A6: Coach. Coach again. And then coach some more! #contentchat
— Wayne Hendry (@ideakid88) April 3, 2017
A6B: Show them how to act & tones they could take! Give them examples! Just show them the ropes & answer questions when needed! #ContentChat
— Emily Hayes (@emercis) April 3, 2017
A6: We create an online document with a ton of evergreen posts that executives have access to. They just comment when used. #contentchat
— SocialXpresso ☕️ (@socialxpresso) April 3, 2017
A6: Work together to craft content at first so they can see what they should be sharing and what they should avoid. #ContentChat
— Express Writers (@ExpWriters) April 3, 2017
@aiaddysonzhang @MDRunning Part of coaching is showing them how they SHOULD use it. So if they adopt my voice, that can still be better than their own. #contentchat
— Martin Lieberman (@martinlieberman) April 3, 2017
@SFerika A6: Email them some corporate media mentions with them; keep them in the loop about important thought-leadership content. #contentchat
— Javier Sanabria (@SanabriaJav) April 3, 2017
@SFerika A6: Email them some corporate media mentions with them; keep them in the loop about important thought-leadership content. #contentchat
— Javier Sanabria (@SanabriaJav) April 3, 2017
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