Why is Executive thought leadership key for a brand’s purpose-driven marketing

More and more customers and consumers want to see and understand why a company does what it does to make their buying decisions. In turn this leads to companies defining their purpose and becoming purpose-driven, e.g. on sustainability, diversity, both, etc. This needs to be communicated to the audiences of that company and its brand(s) to convince them. These audiences can be customers, but also current and future employees. Executives have a pivotal role to play in this communication, as they are the ones making the purpose statement tangible and credible. They must walk the talk. How to integrate the executives in your marketing communication strategies?

Integrated marketing strategies are made of constantly moving parts across various platforms and media channels. A major factor in any solid marketing strategy includes utilizing social media. More and more studies are showing that social media should not just be left to market brands and products. CEOs need to join in the mix. In an article for CEO Magazine, Nancy Elgadi, Digital Director at Right Angles, said it best: “It is essential for CEOs to have an active presence on social media, not only to act as an ambassador for their business, but also to strengthen their own personal brand and raise their profile as a thought leader within their industry.” 

Why should CEOs be active on social media?

1. People buying goods and services from a company want to understand why you sell them (your purpose). This needs to be communicated by a person who represents the company.
2. As a leader, you need to walk the talk and talk about your walk. 
3. Increase Revenue. In an article on Top Dog Social Media, the author cites a study that found the top 50 most engaged companies (such as Amazon and Google) see annual growth rates between 11% and 27%.  Social relevance equals brand relevance which leads to revenue. 
4. Generate earned media. That’s the potential power of social media
5. Become a thought leader. Use the platform to create and be a part of relevant conversation, which only increases the public’s trust in you and your brand. 

Who should do it?

The short answer? Any CEO. 

Whether your company is B2B or B2C, it can benefit from a CEO with an active social media presence.  Susan J Campbell of Business 2 Community points out that “people tend to hang out on social media. Companies are made up of people and some of those people hanging out on social media are members of your target audience.” 

Studies also show that the size of the company should not deter a CEO from developing a social presence. While small and medium size companies may not have the same massive audience following as the CEO of Berkshire Hathaway, Warren Buffet, they can still engage with and build trust with their respective audiences.

Who is already doing it?

Despite the benefits, participation by CEOs is still low. Studies show that 68% of CEOs have no social media presence. However, some are leading the way and experiencing successful results. Here are the top connected CEOs according to CEO Magazine:

• Doug McMillon, WalMart  
• Brent Saunders, Allergan
• Ramon Laguarta, PepsiCo

These social leaders are active across various platforms from LinkedIn to Instagram, and they use those platforms to share photos, videos, and stories about themselves, their company, and their employees. 

As socially present CEOs, they are keeping their brand’s name relevant and continuing to build trust with their audience by talking about the purpose of their company.