Why Leaders Should Engage With Social Media

Establishing a credible personal brand in the social arena is essential for company leaders. Your leadership position comes with responsibility, and sharing your knowledge moves your industry and business community forward. When used properly, social media truly amplifies your efforts and gets others involved in the conversation.

As a leader, you need to use your position as a platform to share your opinions and insights. You should also be aware of the social chatter relevant to your industry and participate in these conversations—whether that’s by writing blogs, creating videos, or speaking on podcasts.

Leaders usually sit on industry or trade-focused boards to forward agendas that benefit their community. To know what your community wants, you need to be involved in the many conversations that are happening.

Sharing your wisdom and authentically connecting with your community is also important. This activity will fortify your personal brand. It’s about finding time to be active, not only in generating content that expresses your beliefs but also in participating in the dialogue that occurs once your words are published.
Here are three excellent examples of leaders participating in their industry’s conversation.

Here are three excellent examples of leaders participating in their industry’s conversation.

Randy MacEwen - MacEwen is the CEO of Ballard Power Systems, the world leader in zero-emission fuel cell technology. He understands his role and responsibilities in representing his industry and connecting with a wider audience. Randy participates in blogs that are published on the Ballard website regularly and often personally responds to the blog comments. He chooses his words carefully, whether they encourage further conversations with the “converted” or better understand an opponent’s position. He’s authentic and committed to sharing his passion for fuel cell technology. He’s also active on social media and has cultivated a well-respected voice in his growing industry.

Tye Farrow - Another CEO who’s figured it out. Farrow is a world leader in creating architecture that lifts the human spirit. He creates places where people can thrive—physically, mentally, culturally and economically. He’s certainly earned the respect of his peers but is now establishing his voice as a spokesperson for his industry. He posts regularly and is active on LinkedIn and Instagram. Whether sharing stories and opinions of architectural developments or posting company activities, his efforts pay dividends. His actions have also attracted other business leaders and influential politicians to connect with him in order to garner his perspective on trends and where architecture and wellness are headed. Cool huh?

Josipa Petrunic - As the president and CEO of the Canadian Urban Transit Research & Innovation Consortium, Petrunic knows the importance of engaging people on the subject. Her social media is filled with updates about what is happening in the clean energy sector all around Canada, from political pledges to business strategy and everything in between. She writes op-eds for newspapers and pushes them through her social accounts to generate further discussion. Those in the Canadian clean transportation space know that if they want to stay updated on current events, she’s one to follow.

In reviewing Josipa, Randy, and Tye's work, I have discovered common traits that make their efforts successful.

1. They know their role in their industry.
   Randy, Tye, and Josipa post information relevant to their industry. They are not everything to everyone. Their efforts are directed at a defined audience. Something all successful people have figured out. The more specific your expertise, the more meaningful your opinion. Ask yourself, “What do I do better than anybody else? What do I see that others don’t? What can you write about that will add genuine value to my audience?” It’s not about persuading. It’s about authenticity and expressing your opinion while leaving yourself open to criticism and engagement.
   
   
   
2. Generate unique and meaningful content.
   Don’t be shy about sharing your opinion. It’s not always about retweeting someone else's story (which is important to do); you need to be thoughtful and share your perceptions and wisdom with others. Again, people are looking for authentic and accurate information. This means you must sit down and assemble your thoughts into a cohesive message. One blog, one message. Be meaningful with words. If you need assistance putting it all together, there are professional writers to help you represent yourself properly. Use them. They have smooth language and include “action language” to better express your opinions. 
   
   
3. Connect with others in your space.
   You are not alone. Others, very specific people, have the same interests in the subject matter of which you are the expert. There are online trade forums where you can browse to discover others with similar interests and perspectives. They have a voice and an established network. Connecting with them can further amplify your thoughts in their community. In the process, you build influence and extend the reach of your unique message.
   
   
4. The medium is the message. Marshall McLuhan coined the phrase in 1964 (yes ‘64), and somehow, it is more appropriate today than ever. There are tons of social media channels in which to wage your influence. By selecting the right channel, you will connect with those in your world who matter. Here’s a great chart to help you decide what’s best for you:

Being active on social media is becoming more important for business leaders than ever before. Whether you are an industry-seasoned veteran with little social media skills or a highly savvy social media expert with limited industry experience, you need to share your opinions and interactions with each other to remain part of an industry’s innovations and advancements.