How to help execs wade into social media

As more and more top leaders launch forays into online platforms, you can offer guidance and caveats to keep their voice authentic and their messaging clear.

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Two-thirds of top-level executives surveyed by Grisdale Consulting say they use social media for professional purposes, and 40 percent plan to do more in the future. The survey also reveals:

As more executives step up their social media game, PR and corporate communications departments may assume greater responsibility. Because of the time commitment required, communications staff frequently draft and/or review content, especially for top executives at larger corporations.

Balancing the personal and corporate voice

A key is to make sure the CEO’s voice aligns with the company’s overall brand and social media strategy while maintaining an authentic voice.

Executives who adopt a corporate tone and post only company announcements will come across as stiff—and not worth following.

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