Building a social presence takes time and you need to be consistent. We track a number of KPIs but the most impactful ones can vary by customer.

Leading indicators include followers, impressions, engagements, comments, re-shares, decision makers reached, and inbound messages. These are the predictive indicators of the outcomes we want.

Lagging indicators (what our customers ultimately care about) include leads, opportunities, conversion ratios, speaking offers, media inquiries, and internal team and investor engagement.

We research trending topics, interview our executives, and create content based on their actual perspectives. Our executives approve and post everything, but we make it simple with calendar reminders and periodic check-ins to track progress and make improvements.

In our research with top execs, they all see tremendous value in building a social brand but keep pushing it off. We hear 3 main reasons over and over. I don’t have the time, I don’t have the skill set, and I’m afraid of being too salesy. We design our program around these 3 principals, taking on the heavy lifting while the ensuring the executive has complete overisight with minimal time commitment.

To ensure authenticity, we don’t take a one size fits all approach. As part of onboarding, we create a unique approach based on the executive’s goals and communication style.

Whatever the cadence, we split the content between thought leadership, original content, and collaborations. And we try to utilize a combination of written, visual, and video content to keep things fresh and engaging for the audience.