- [Instructor] Becoming the leading company in your
industry requires that you consistently communicate
engaging information that informs, educates, and disrupts
the status quo.
And embracing social media can help your organization
share your ideas one at a time to slowly build
the authority that drives your industry, here's why.
Establishing your company as a thought leader
in the marketplace isn't an overnight process.
It requires an ongoing dialog that reaches your audience
across multiple touch points with useful information
that consistently showcases your expertise on a subject.
Social media is the ideal vehicle for not only starting
this conversation with customers, but continuing it
in the future as customers can choose to subscribe
for more messaging.
Other outlets don't give companies the opportunity
to reach their customers again without spending
a significant amount of money, like investing
in a billboard or banner ads.
Besides allowing for regular communication, social media
helps an organization present their ideas on the industry
in a variety of formats best suited to whatever messaging
they're sharing.
For example, if a tech company was talking about the future
impact of artificial intelligence on the shopping
experience, they might share a short video on Facebook
about it, an article discussing it in more depth
on Linkedin, and then on a weekly basis, tweet about it.
Each piece of content shared on social media helps
a company build towards their authority on a subject
and can be expressed in a number of ways, whether that
information is presented in two sentences, a five minute
video, or an 800 word article.
Not all the information being shared on social media
by your company will be thought leadership, perse,
but when that is the goal, it needs to be consistent.
Leadership should work closely with marketing to dictate
what subject areas the organization wants to be known for
and what perspective the company has on these topics.
Consistency is important for becoming known as sharing
in an innovative idea once or trying to be known
for too broad a range of subjects will make it far more
difficult to make an impact.
For instance, a brand that shares content on three
related topics on a weekly basis is far more likely
to stand out in the minds of their customers than a company
who publishes a few times a month on multiple
seemingly unrelated subjects.
Focus on topics that relate to your company's offerings
or expertise, have a definitive impact on your customers,
and go beyond the scope of your organization.
Basically, look at the bigger picture as far as where
your industry is, where it's likely going,
and how to solve for the major challenges customers
and businesses are faced with.
Alignment of the ideas you're sharing on social media
is the difference between driving the dialog
in your industry and just adding more noise.