- [Instructor] A company's social media use tends
to become an afterthought when it's not made
a priority by leadership, often due to a lack of time
or not enough resources being allocated.
Same goes for your use of social media as a leader
which is why it is so important to identify
what support you'll require to execute your goals
on these channels.
Most often an executive doesn't have enough time
to commit to social media in a meaningful way,
thus needs to get support from the communications
or marketing team.
Did you know that Mark Zuckerberg,
the CEO and founder of Facebook, has more than
a dozen employees helping to run his public Facebook page?
While that might work for him, most of the time you'll
likely only need the support of one person
on a part-time basis to act as your ghost writer
on social media to save you time.
They can work closely with you to map out
your editorial calendar, get your response
to important news and updates,
and then translate your insights
into posts for publishing.
What's most important is that you're working
with someone from your team that understands
how to emulate your voice as a leader
and is educated on how to use social media.
There's multiple ways to do this
as some executives write their own posts
and then pass them off to be edited
and published by a team member.
While others get photos and videos sent to them
to react to and then their support staff will record
and craft the response for posting on social media
at a later date.
At the same time, many leaders still update
their social media accounts personally
as sometimes it's easier for them to quickly craft
their own posts than it is to partner with staff.
To properly allocate resources for your social media use,
be clear on the budget and the content you'll need
to fuel your accounts on a consistent basis.
The budget will account for your use
of any social media tools and the cost of creating content
like paying a videographer to document a company event.
Many of these costs will overlap with marketing's budget
or can be reduced by pulling resources
within the department.
In addition to your budget, identify where
you'll be pulling content from
for sharing on social media.
Some of the content you'll be sharing will be created
by you and your support staff like
an original article you've written
or photos your team took of you speaking
at a conference.
And sometimes media will be pulled
from discussions happening in your industry
like if you were to share an article written
by someone else that you'd like to draw attention to.
Regardless of what mix of sources your rely on,
get clear on where your content is coming from
so you can put the right processes in place from the start.