Home' micenet eMag : micenet August 2016 Contents SOCIAL MEDIA | SEAN COULTON
round the world and across
industries, top executives who
were once convinced that social
media wasn’t worth their time,
now consider their participation in these
networks as essential to their role.
As a result, more and more top executives
see the benefits of being open and
transparent and take part in the social
revolution. Richard Branson of Virgin, Mike
Smith of ANZ, and CEO of Nike, Mike Parker,
are all massive advocates of being a social
leader to achieve success.
This is clearly supported by data. At
• Employees are 57 per cent more likely to
leverage social media to drive sales
• They are 40 per cent more likely to appear
more competitive in their market
• They are 58 per cent more likely to attract
Becoming a social CEO can open up a
whole world of opportunity. Your company is
likely to enjoy higher levels of trust and people
will be more likely to purchase from you.
It will elevate your reputation and brand
and, by doing so, help enhance your
company’s reputation, build your customer
base, find the best employees and ultimately
grow your business.
Between two-thirds and three-quarters of
global employees believe that a company
whose senior executives use social media to
communicate is more trustworthy. They also
believe CEO participation in social media can
Today’s top performing leaders are social leaders, says Sean Coulton.
build better connections with customers, staff and investors.
In this article we’ll look at the benefits companies like yours are already getting from social
platforms such as LinkedIn, and how – with access to a network of 433+ members and growing
you can enjoy the same advantages yourself.
Companies across the world are using social media as a primary channel for marketing, and
it has now become one of the highest sources of leads. Forty-three per cent of marketers
generated leads from LinkedIn in 2016 and 82 per cent find social a key source of lead
generation. And once the lead has become an opportunity, social sales professionals find they
are 51 per cent more likely to achieve their quota.
LinkedIn generated a staggering 64 per cent of all visits from social media channels to
corporate websites. All other social networks each accounted for less than 20 per cent of visits.
It’s clear that LinkedIn is the best way to reach the audiences interested in your company. And
it’s not just about Gen Y or new graduates looking to build their network. Senior executives and
business leaders are going social in droves.
So just how can social media help grow your business?
From networking and recruiting to lead generation and closing business deals, there are several
ways in which social platforms like LinkedIn can propel your performance and grow your business.
Sourcing and recruiting highly skilled talent is a top priority for businesses. But with a global
shortage of in-demand skills, the competition is fierce. To resolve this, businesses are
increasingly using social platforms to recruit the best talent. Social networks are the fastest-
growing source of quality hires, accounting for more than 37 per cent in 2016. They also
present a huge database of passive candidates – those who would be interested in a new
opportunity but aren’t actively seeking. By leveraging professional social networks you can
engage top talent and stay ahead of the competition.
You don’t need to be one of the world’s largest companies to do this – social platforms like
LinkedIn level the playing field. They’re affordable, accessible and effective.
Being a social CEO puts you back in the driver’s seat, helping you influence your business
brand and grow your network. To do this, your own profile is critical. Two-thirds of people say
their perception of the CEO affects their opinion of a company and its products.
Here are the five key ways to stand out from the crowd:
1 For a killer profile, include a professional photo of yourself and showcase your work
through rich media.
2 Write a personal tagline – this is your brand. Borrow from the best marketers and light up
your profile with your own voice.
3 Put your elevator pitch to work in your summary section. Highlight your skills and explain
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