7 Strategies for Using Social Media to Grow Thought Leadership

Does your organization have the reputation of being a true innovator in your field? Maybe there’s a person in your company who is a true subject matter expert, possibly one of your C-level executives, product/service specialists, or another key opinion leader.

In his forthcoming book entitled The Power of B2B Social Media, The Marketing Strategy You Can’t Afford to Ignore, Rosica Communications’ President Chris Rosica defines a thought leader as “an individual, brand, or company that has the reputation of being an authority in its field, one with specialized expertise; a trusted and highly sought-after resource with credible, trustworthy subject matter experts or key opinion leaders.”

When aiming to become a thought leader, it’s important to remember that thought leadership is not about being known, it’s about being known for something.

Here are seven strategies that will help grow your thought leadership… and your social media presence:

1. Pinpoint your positioning and messaging

In a CBS This Morning interview, New York Times best-selling author and educator, Simon Sinek said, “If you don’t know why you do what you do…then how will you get people to be loyal?” Identifying a groundbreaking new positioning that differs from what your competitors are focused on, should be at the core of your organizational and marketing strategies and matrixes.

After you define your positioning statement, it is important to develop audience-specific messages, and back them up with statistics and valid reasons to believe them. Conveying these beliefs to your sales, marketing, customer service, and other internal staff members is crucial so messages to stakeholders are consistent. Then, regularly disseminate these messages through social and other channels.

2. Generate earned media to bolster social

Earned media is the (non-paid) media coverage you receive through pitching stories to targeted reporters and media outlets. In the realm of thought leadership, opportunities like television interviews, bylined articles, and op-eds are excellent ways to share your organization’s beliefs and positioning. Since media outlets typically have large social followings through earned media, you gain the ability to reach a large audience of stakeholders across multiple social channels including YouTube, Instagram, Twitter, and Facebook. In addition, you can synopsize the media attention you receive and syndicate it on social channels to build credibility and engage followers.

3. Leverage social media to manage perception

Social media is a prime channel for reaching stakeholders. On these platforms, you can completely control the narrative. As mentioned, social media is great for sharing relevant articles, industry news, and trends, as well as the key messages developed during your positioning and messaging exercise. According to Business Insider, “since 2018 social platforms have seen explosive growth around innovative video formats like Stories,” so it’s important to leverage tools like this to manage perception, educate your stakeholders, and engage customers.

4. Strengthen your content marketing efforts on social channels

It is important to generate earned media through high-quality content posted on social channels. This includes thought leadership pieces like white papers, infographics, news releases, survey data and clinical studies, and other quality content. The content you create must be authentic and relatable, even more so on social channels — where transparency and authenticity rule. Of course, it must resonate with stakeholders you’re trying to reach. It’s important to remember it should not look like an advertisement, and instead, should be more organic.

Disseminating these attention-getting assets should be systematic. Customizing content for tradeshows, social, and email is a must to strengthen your overall marketing efforts.

5. Remember that people create thought leadership

People not only serve as the conduit by which you secure earned media coverage, but their expertise promotes trust and credibility. Key opinion leaders (KOLs) and subject matter experts (SMEs) should be developed from within organizations — rather than overreliance on outside sources.

While people have their individual LinkedIn profiles and Facebook pages, company profiles are vital in the social thought leadership and branding process. Leverage your network and that of your staff and partners to tell the story and position your organization as experts through social.

6. Repurpose and leverage earned media content on social

It’s important to know you need to repurpose and cater content to fit the needs of each social platform. While it’s great to share worthy news on all social channels, it’s important to tweak them to fit the needs of each. For example, you wouldn’t post a two-minute video made for YouTube on Instagram. Instagram videos typically should be about 15-30 seconds long.

Earned and original content can and should be syndicated and promoted. Practicing this can help bolster SEO, social media, direct marketing, online reputation management, and your conference marketing activities.

7. Connect with influencers on social channels

Engaging with influencers on social channels helps your organization gain followers in return. When you know the influencers you interact with, as well as like and share their posts, you garner their attention and begin the relationship-building process.

An effective way of building thought leadership on social media is to build relationships with and follow other thought leaders. This approach can help you build your following along with credibility, connectivity, online presence, and engagement.

To learn more about building thought leadership through social media, email PR@rosica.com.

Social Media Marketing Trends for 2020

A new year means new technology, and with new technology comes the need to evolve. This is necessary in order to capitalize on the vast opportunities that come with new social tech tools and practices. We live in a world where trending apps and social channels change regularly. Every year, it seems a new social media platform comes along that dramatically changes the communication landscape. In 2019, the App in the spotlight was TikTok. How do you stay ahead of the curve? How do you take advantage of the latest social tools? And, what does this mean for your business?

Here are 5 tips for upgrading your social media marketing this year:

1. Use AI to your advantage

Artificial intelligence (AI) is a great way to help your customers get the information they need in an easy and convenient way. Many businesses in the healthcare, food, and nonprofit arenas have introduced AI to their marketing efforts through chatbots and online scheduling options. Integrating this technology into your organization, whether through a website, social media campaign, or online marketing effort, is beneficial to both your company and your customers and stakeholders.

2. Establish relationships with influencers

Connecting with influencers and having them talk you up is worth the time, cost and energy. This process, which is an integral part of public relations today, benefits your organization due to the importance of the influencer’s audience/reach and how they are perceived and respected. A vlogger with 300,000 followers on their YouTube channel or an Instagram account with 500,000 followers, can go far to promote your company and/or products.

3. Establish your brand’s identity

Establishing an image or guidelines for your brand helps characterize your organization. It’s not just about an interesting logo, compelling color scheme, contemporary website. It’s about standing for something and creating powerful messaging — then conducting effective marketing so you are known a key differentiator. It’s about having a unique social voice, which sets you apart, and enables you to be known for something.

4. Use video

According to a recent HootSuite report, frequent TikTok consumers watched on average 46 minutes a day of content. This is noteworthy, because TikTok videos are only 15 seconds long. While the targeted demographic for this platform is typically Generation Z consumers, the app does offer several features other platforms are now integrating. Staying aware of these trends helps keep your business ahead of the competition.

If TikTok isn’t a platform your company would use, Instagram (IG) stories or IGTV are a great alternative. Instead of redirecting users to an external link, like a YouTube video, IGTV allows users the ability to watch longer videos from the app.

5. Post quality content

While it’s important to post frequently on social media to remain at the forefront of your customers’ minds (and protect your reputation online), it’s only worth doing if it’s interesting, quality content. Planning ahead and setting a schedule for content and getting several people in your organization involved in the content development process are great ways to ensure the future success of social media and content marketing initiatives.

Want to learn more about taking your social media efforts to the next level in 2020? Contact PR@rosica.com to connect with our team.

Six Ways PR Can Grow Thought Leadership

With the rapid growth of technology, the PR industry must evolve. In his latest article, Chris Rosica explores how PR can create thought leadership. The piece, entitled “Six Ways PR Can Grow Thought Leadership” reveals how this approach can apply to B2B and B2C companies and brands alike. The six topics highlighted include positioning and messaging; earned media; social media connectivity; content marketing; the role people play in thought leadership; and how to repurpose earned, social and owned content to reinforce industry leadership. Together, these build a company’s presence while growing sales and brand equity. Find out how to implement these six practices by reading the full article: https://www.linkedin.com/pulse/six-ways-pr-can-grow-thought-leadership-christopher-rosica

 

5 Things Smart Companies Do To Integrate and Measure Marketing

In his latest article that appeared on LinkedIn’s Pulse entitled “5 Things Smart Companies Do To Integrate and Measure Marketing,” Chris Rosica discusses how earned and social media, marketing automation tools, influencer marketing, content marketing and SEO & SEM can work in tandem to create an integrated and metrics-driven marketing program.

He writes, “… the ability to measure PR and marketing outcomes – made possible through the Internet and new and improved software and social media tools – offer marketers smart solutions to their challenges, which include lower marketing budgets and ROI-based corporate decision making. Make 2017 the year that you prioritize integrating marketing communications so it becomes a reality for your organization and its leadership standing.”

Read the full post on LinkedIn Pulse https://www.linkedin.com/pulse/5-things-smart-companies-do-integrate-measure-marketing-rosica?trk=prof-post