At the start of 2021 we began working with one of our existing clients, a multinational technology giant, on an Exec Comms (Executive Communications) programme managing the LinkedIn and Twitter profiles of one of their most senior executives – the company’s president. He wanted to build his presence on social media, but struggled to find time to manage his profiles due to an extremely busy work and home life. That’s where we stepped in!
We started this programme with four clear objectives:
- To build a strong network of connections, encouraging two-way engagement.
- To create a prominent social presence for the Executive by sharing regular engaging content and meaningful community engagement.
- To establish the Executive as a thought leader among the C-suite.
- To deliver a measurable impact on the brand.
We began by establishing 4 content pillars, so that we could ensure our content remained in line with our goals/KPIs. We use these content pillars to create around 10 posts per month for LinkedIn and Twitter, based on the Executive’s interests, monthly schedule, and upcoming events. Our team also reviews his Twitter and LinkedIn news feed for reactive, timely articles and posts that we recommend engaging with, and creates engaging copy for him to share with the post.
Managing the Executive’s network is just as important as creating content. When we started the partnership, the Executive had 1,500+ outstanding connection requests on LinkedIn, which we reviewed and accepted/rejected the outstanding people based on a criteria provided to us by the client team.
We then created a ‘network map’ of his community, identifying key people within his existing network and recommending social influencers he could be engaging with. We constantly monitor these important connections, to ensure we’re encouraging two-way communication on a regular basis.
At the end of each month, we pull a monthly report, analysing data and trends based on the posts from the previous month, and making suggestions to improve the Executive’s post performance even further.
Within 30 days – We more than doubled the Executive’s reach and engagement on Twitter and LinkedIn, driving 130,000 organic impressions
Within 90 days – We had trebled engagements (up to 6,000/month) and reach, delivering 365,000 organic impressions