- [Instructor] What often limits the success
of a leader on social media is not having a clear focus
to the messaging and content they're sharing.
To become known for your expertise,
humanize the organization, direct the narrative,
and express strong leadership,
you've got to consistently cover a select set of topics.
If you're covering too vast a range of subject areas,
then it'll be far more difficult for people
to remember your expertise and offerings
as your messaging will be all over the place.
Aligned with your goals, select three to five topic pillars
that you'd like to become known for,
as they'll be what your messaging
and content is primarily focused on.
Regardless of what the subject is,
you need to have a clear reason
as to why you're focusing on a topic,
otherwise, it doesn't make sense to spend time covering it.
These topic pillars can be both broad and specific,
personal and professional, and some of these topics
must relate back to your company.
For example, the messaging shared on social media
by Heather Bresch, the CEO of a pharmaceutical company
called Mylan, focuses on the business of healthcare,
patient health, gender equality, and company news.
The business of healthcare and company news topic pillars
relate directly to her role as a representative
of a leading pharmaceutical organization,
while the topic pillar of gender equality
ties back to her personal experience navigating her career,
but also relates back to her company's commitment
to equality in the workplace.
Showcasing a mix of topics on social media
that are both professional and personal
gives people a clear sense of where your expertise lies,
what you're passionate about,
and where you stand on important issues.
At the end of the day, you're not solely a leader
at a company, you are a person with a distinct range
of interests and beliefs that change over time.
It is certainly acceptable to change the topic pillars
you're focused on at any time,
but don't repeatedly change your focus
without having a clear reason behind it.
Sometimes, you'll even want to share something
on a topic outside the pillars you've established
for yourself, and that's entirely okay.
Just remain aware that you're not straying too far away
from your focus on a regular basis.
Understanding what you'll consistently talk about and why
is the foundation for a successful approach
to social media, as a business leader.