Why ExCo and Senior Managers Must Embrace Social Media as Thought Leaders
Stephen Naasei Boadi
20+ years of helping businesses and organizations to grow through effective Marketing, Communication, Digital Technology and People Development | #EnableGrowth #PeopleDevelopment #Strategy
After I posted my article yesterday, I was contacted by a number of colleagues unsure of how their Exco can be active on social media. If you missed it, here's a link:
In today's digital-first economy, leadership visibility extends beyond the boardroom.
The most progressive organisations are those whose executive and senior managers don’t just lead internally — they shape conversations externally. One of the most effective ways to achieve this is through thought leadership on social media platforms, particularly LinkedIn.
This shift is not just a trend; it’s a strategic imperative.
Why Leadership Presence on Social Media Matters
Executives and senior leaders are the face of the organisation. When they show up online with insight, clarity, and conviction, they amplify the credibility of their institutions. A passive leadership presence creates a vacuum in the digital conversation — often filled by competitors, critics, or misinformation.
A 2023 Brunswick Group report revealed that 80% of employees prefer to work for a CEO who is active on social media, and 93% of financial readers believe CEOs active on digital channels are better equipped to lead in a crisis. These numbers tell a clear story: visibility drives influence.
Furthermore, LinkedIn and Edelman’s B2B Thought Leadership Impact Study found that:
In essence, leadership visibility is now a key driver of trust, growth, and reputation management.
Benefits of Executive Thought Leadership on Social Media
1. Builds Trust and Organisational Credibility
When leaders consistently share informed perspectives, it reinforces public trust in the organisation. It also humanises the institution, showing that real, competent people are behind the brand.
2. Shapes Industry Narratives
A visible leader can steer conversations on sector trends, regulatory changes, innovation, and national policy. Rather than reacting to news, such leaders become trusted sources for insight and analysis.
3. Drives Talent Attraction and Retention
Prospective employees are drawn to companies led by visible, visionary leaders. Internal teams also take pride in working for an organisation where their leaders are respected voices in public discourse.
4. Supports Sales and Business Development
Executive posts that share use cases, product insights, or thought pieces around industry challenges help attract business leads. People buy into people first — especially in high-trust industries like banking, insurance, healthcare, and consulting.
5. Crisis Mitigation and Reputation Management
In moments of public scrutiny or crisis, a leader with an established online voice can communicate directly and effectively to restore confidence and show accountability.
How Executives and Senior Managers Can Get Started
Implementing a leadership visibility strategy on social media should be intentional and aligned with personal strengths and organisational objectives. Here’s a simple framework to follow:
1. Clarify Your Personal Brand
Every leader has a unique perspective shaped by their experience, values, and role. Identify 2–3 content pillars (e.g. digital transformation in banking, leadership development, economic policy) and use these to guide your posts.
2. Leverage LinkedIn as Your Core Platform
LinkedIn is the most effective platform for professional visibility. It allows long-form posts, native video, articles, and engagement with relevant audiences. Leaders should optimise their profiles, post at least weekly, and actively comment on key industry topics.
3. Share Value, Not Just Updates
Thought leadership is not about promoting oneself, but providing value. Share insights, data-backed opinions, stories from your leadership journey, or lessons from client interactions (with confidentiality respected).
4. Use Multiple Formats
Alternate between text posts, short videos, graphics, and even LinkedIn newsletters. Videos shot with a phone — discussing market trends or responding to public policy — are often more relatable than overproduced clips.
5. Collaborate with Comms Teams and Ghostwriters (if needed)
Time constraints are real for executives. It is advisable to work with communications professionals or trusted advisors who can help draft or edit content to ensure consistency and clarity while retaining authenticity.
6. Be Consistent and Authentic
Consistency builds presence, and authenticity builds trust. Even short reflections, if shared regularly, have significant impact over time. Aim for thoughtful, not perfect.
Final Thoughts
For executives and senior leaders, social media is no longer optional — it is a strategic asset. In today’s environment where attention is currency and trust is scarce, visible leaders drive influence far beyond their offices.
If you’re an executive in banking, telecommunications, energy, healthcare, or development, your voice is needed in the public conversation. Speak up, share insight, lead the narrative — because leadership today is digital.
Ready to activate your leadership presence on LinkedIn or other platforms? I can help you build a sustainable content plan, align it with your professional goals, and ensure your voice shapes the future of your industry. Contact stephenboadi@enablegrowthconsult.com
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2wGreat write up! I have seen some female CEOs take on this and I am here for it.
This is a great piece. Thanks for sharing.
Delivered GHC1M in revenue leveraging creative marketing tactics on Meta platforms.
2wThis is such a timely article!