- [Narrator] The ideas you're sharing on social media
are what's most important, but second to that is where
and how you're distributing them to your audience.
Your time as an executive is valuable,
which is why it is essential to focus on using
the social networks that'll have the most impact
and embrace the tools that streamline the process.
LinkedIn, Twitter, Facebook and Instagram
are the social channels best suited for leaders
to communicate in real-time with customers,
employees, and the public.
It's not important to be active on all four,
but instead commit to consistently sharing content
on the channels you do decide to use,
whether that's on a daily or weekly basis.
Start by understanding
the high-level differences between these channels.
LinkedIn is particularly suited for use by business leaders
as it's comprised of professionals
looking to advance in their career,
network and learn about their industry.
Leaders that find the most success on the network
are usually focused on the business-to-business market.
The audience there is used to seeing
professionally focused content on the network,
plus the ability to write articles on the platform
is a way to reach people with your ideas in more depth.
Twitter is another popular channel for executives
as it provides the ability
to directly interact with anyone on business topics
and add their own commentary to content from others.
In addition, the media is highly active on Twitter,
therefore, it is more likely they'll see your messaging
and consider it for coverage.
However, the size and scale of Facebook
gives leaders the ability to reach a vast audience
with a more personal dialogue on a range of topics.
Leaders using Instagram successfully
are typically in the business-to-consumer market,
as the visual nature of the network
is best suited to brands selling physical products.
For example, the founder of OUAI Haircare
often shares hair tutorials, photos of her travels
and more on Instagram to showcase her products
and interests to connect with customers.
Most leaders are active on LinkedIn, Twitter or both
as a part of their professional use of social media
as it's likely where they've found the most success.
Sometimes, it's appropriate to share the same message
on multiple social channels to reach more people
and save time, just don't over do it
as it can come off as disingenuous if abused.
Most of the time, publishing content directly
from the social network you're using
is the most effective approach,
however, a social media management tool
like Buffer and Hootsuite allows you to publish content
across different networks from the same interface.
Scheduling some of your posts
for publishing later on social media
is another way of saving time,
which both of these tools allow you to do across devices.
Take the time to identify where it makes the most sense
for you to be active on social media
and what support you'll need
to manage the process in a timely manner.