Why business executives must be on social media
The need for business executives to have social media presence on various social media platforms to engage with their customers is long overdue. A business cannot be digitally active while the custodians of the brand are digitally absent.
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It is usually the digital marketing, social media, marketing and sales managers who create accounts as some pledge of commitment to or familiarity with social media. Unfortunately, some of these accounts are not managed effectively and strategically.
Consequentially, most business executives get their information from their respective digital marketing or social media agencies without any ability to test or check the veracity of the information.
They are most times at a loss as to the right platforms to use and how their respective features can work to engage their customers online more effectively and profitably.
Reasons business executives must be on social media
A business cannot be socially active and attractive if some of their executives are not on social media. Some of the benefits for being on social media are as follows:
Be digitally compliant
It is without controversy that businesses must connect to the awesome benefits of the web in order to engage customers in real time on social media, irrespective of their geographical location. Certainly, it is salient that business executives must not be mere observers of this experience but be active participants. They must create accounts on social media platforms where their businesses have accounts so they can interact with their customers at some planned time intervals. They must be digitally compliant so they are not left groping in digital darkness.
Firsthand experience of social media
As a business executive, you will gain a lot of experience from being on social media. You will have clear insights into how your customers interact on social media and how they engage with your brand. This direct experience is more valuable than the detailed explanation your digital agency will give you in reports or presentations. You need the personal experience of social media to appreciate the value it delivers to your business and brand.
Interact directly with customers
So long as you are present on social media, your customers will find you and interact with you directly. It is a rare opportunity to interact directly with your customers, to bond with them and for them to share intimate experiences with you, which they will seldom share on your business account. People prefer interacting more with other people than with brands or businesses.
Gain deeper insights into customers
With continuous and active interactions, you will certainly gain deeper insights into your customers and business. You will know what they love about your brand and service delivery culture. They will be candid and frank with you when they know you represent that business. Organise some special sessions for your customers to ask you questions or share their experiences with you. You will be amazed at the valuable responses and results you will get which your business account will never get.
Understand the social character of brand
Obviously, you will know how your customers on social media socialise with your brand or services through consistent engagements. You will gain understanding of the social profile of your brand as well as the business. This will guide you to take critical decisions which will enhance the brand values and benefits, so your customers will be happier to spend more money on your brand. A product without social character will not survive in this age of social networking.
Increase brand credibility and visibility
When there are more than just the business account on social media, it gives your brand some present credibility. Business executives add some value to the credibility of the business because of their direct relationship with the business or brand. Executives also complement the presence of the business or brand so you can be more visible on the various social media platforms.
Build social value and trust
When you gain credibility over time, your customers will trust you and value your brand. Social media is about building valuable reputation as well as lasting relationship. Customers will ever cherish the experience of interacting with your executives intermittently and directly. It is relationship marketing at the digital level. You cannot build great social value if you do not socialise across the rank and file of the business.
Engage digital agency better
You can now engage your digital agency better because of the firsthand experience you have on the various social media platforms. It is easier to appreciate the work of your social or digital media agency when you use the platforms yourself. This helps in interacting with your agency more deeply and insightfully during presentations and briefings. Social media will be less appreciated if you do not have personal experience with it.
Network with industry players
Social media facilitates social interaction and networking on personal or business levels. Network with your friends, colleagues and industry players on social media platforms such as LinkedIn, Twitter, Facebook and WhatsApp. Share ideas and insights and learn from one another to empower your businesses digitally. It also gives you the opportunity to know what your competitors and industry players are doing. You will know the trend to follow or adopt.
Measure your return on investment
Knowing if your investment in social media is yielding results or not is now quicker. You will have a fairer idea of the returns on investment. On the other hand, you will understand the kinds or amount of investment you will need to make to be effective on social media and become cost-effectively competitive.
The writer is a digital marketing strategist, social media coach, app developer and technology analyst.
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