In some ways, executive presence used to be a much simpler equation. Unless you were someone who appeared on television frequently, developing a strong executive presence was something you did in the office by making good decisions, managing your emotions, inspiring your team, and showing up with authority. These days, you have to have an executive presence on social media too.
The rise of the digital era has introduced a whole new layer of complexity for leaders who are trying to develop a strong executive presence. Not only do many of them work remotely and manage a dispersed team, but there are now often expectations for leaders to have a social media presence. A study by advisory firm Brunswick found that employees prefer to work for CEOs who use digital and social media by a four-to-one ratio; another survey from FTI Consulting found that 92% of professionals are more likely to trust organizations whose leaders are on social media.
Done well, establishing a social media presence can boost a leader’s profile and improve the reputation and bottom line of the organization. But social media can just as easily become a burden or cause reputational damage. How can leaders best balance the benefits and pitfalls of social media?
Table of Contents
7 tips to manage your executive presence on social media
1. Be authentic…
Authenticity is valued in both the online world and the real world, and genuine authenticity can be a powerful way to connect with people, even through a screen. Find those areas of commonality that will help you seem relatable. Do you take a morning walk with your golden retriever? Have you ever felt frustrated with how to balance work and life? Are you excited that your team won a big sporting event? Those are all things that make you seem authentic and human.
2. … But not tone-deaf.
Maintaining a balance between authenticity and tone-deafness is tricky. Sharing that you purchased a high-end vehicle or took a wildly expensive vacation could backfire if your audience doesn’t share your income. Likewise, remember that you are still an ambassador of your organization, and there may be certain political or social views that you authentically believe, but might drive away customers or investors. Make sure your online authenticity doesn’t conflict with your company’s mission, values, and goals.
3. Only target the most relevant platforms
You can’t be everywhere, all the time, interacting on all the social media platforms. Choose those that are most relevant to your career or organization. For most executives, that’s likely going to mean a robust LinkedIn profile, but it could also mean a YouTube channel, an Instagram profile, or a Facebook group. For example, a doctor with a strong social media presence could pop in and out of a Facebook group that’s relevant to her practice, or an executive at a retail brand targeted toward a young demographic might regularly post reels on Instagram.
4. Take notes from executives who are doing it right
Look at executives in your industry or function, and watch how they present themselves on social media. How do they dress in pictures and videos? What words do they use? How often do they post and interact with others? Who seems to be their target audience? Likewise, follow CEOs such as Mary Barra of General Motors. Learn from the way these people at the top manage their profiles, and implement the techniques that make sense for you.
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5. Be consistent
Once you’ve chosen one or two platforms that make the most sense for you, make an effort to post consistently. Aim for once per week, if that’s all you can integrate into your schedule. Post personal anecdotes, business wins, success stories, or updates on previous posts. Remember, your posts don’t have to be long or in-depth; even a 30-second video can have an impact on your audience. Write an occasional long post or share an article you’ve written, but also share that selfie video congratulating your team on a job well done.
6. Integrate pauses
Many a public persona has been damaged as a result of “rage tweeting” or sharing incorrect information from a developing story. Unless your social media post has been reviewed by someone else inside your organization who gives you the go-ahead, it is almost always safe to let it sit for 24 hours before sharing. Taking a pause can give you time to evaluate your post more carefully and ensure you aren’t damaging your organization or your career by sharing it. Remember that one key to executive presence is regulating your emotions, which can sometimes be difficult on social media.
7. Take a break occasionally
Taking breaks from social media can help keep it in perspective. When you’re on vacation or spending time with family, log out of your social media accounts on your phone. And if social media becomes burdensome or overwhelming, take a longer break to reset. You and your executive presence will benefit by keeping a healthy approach to the online world.
Remember, social media is a tool just like any other, and while it can be a powerful way to improve your leadership presence, it’s not as important as your real-life interactions. Share information about yourself and your organization, but keep it in perspective. The best things you can do for your career are still the things you do in the real world.
Self-check:
- Is there one social media platform that could be helpful for you to start using? What makes it relevant to your career?
- What is one way you can use social media more effectively to improve your executive presence?
- Do you think you have a healthy relationship with social media? Is there one way you can improve your social media usage?
