How savvy leaders use social media to build trust

In today’s hyper-connected world, the influence and reach of social media are undeniable. For leaders, active engagement on these platforms offers a myriad of benefits, from building trust and transparency to enhancing the corporate brand and fostering innovation. Those who embrace social media can scale their communication efforts, stay relevant, and drive their organisations towards greater success in the digital landscape.

Conversely, silence on social media can be a significant drawback. Surprisingly, many top executives remain absent from these platforms. According to AdWeek, an astonishing 61% of Fortune 500 CEOs are not active on social media at all. Their current modes of communication, confined to Zoom calls, emails, and Slack conversations, fall short in terms of scalability and broader engagement.

Silence on social media can cost leaders their reputation

Remaining silent on social media not only limits a leader's reach but can also negatively impact the organisation they represent. Social media is a powerful tool for championing inclusivity and diversity. Leaders should use their influence to promote a culture of respect and equality by sharing stories and initiatives that showcase their commitment to inclusivity and leading by example in fostering respectful and inclusive dialogue.

Interacting with followers is crucial, but it must be done responsibly. Ignoring or mishandling negative feedback can exacerbate issues. Leaders should engage with comments and messages considerately, address negative feedback constructively, and seek ways to resolve concerns.

The benefits of social media use for business leaders

Responsible social media use is critical for leaders to maintain credibility, protect their company’s reputation, and foster a positive online environment. By being mindful of their digital footprint, leaders can harness the power of social media to build trust, promote their brand, and drive engagement while avoiding the pitfalls of misuse.

Here are 10 reasons why leaders should actively engage on social media:

1. Building trust and transparency

Social media allows leaders to communicate directly with their audience, bypassing traditional media filters. This direct line fosters transparency and trust, as stakeholders appreciate candid and authentic communication from the top.

2. Enhancing employee engagement

Employees are more likely to feel connected and engaged when they see their leaders actively participating on social media. It shows that the leaders are approachable and invested in the company’s culture and values. Sharing company milestones, acknowledging team achievements, and offering words of encouragement can significantly boost morale and loyalty.

3. Strengthening the corporate brand

A leader's online presence can greatly influence the company's brand. By sharing insights, industry trends, and thought leadership content, leaders can position themselves and their companies as innovators and authoritative voices in their fields. This not only attracts potential clients and partners but also top talent.

4. Crisis management

During a crisis, timely and clear communication is crucial. Social media provides a platform for leaders to address concerns, clarify misinformation, and convey the company's stance directly to a wide audience. This can mitigate the negative impact of the crisis and help maintain stakeholder confidence.

5. Staying relevant

In today’s fast-paced digital world, staying relevant means being part of the conversation. Leaders who engage on social media can stay abreast of industry developments, understand market sentiment, and even anticipate trends. This active participation ensures that they and their companies remain pertinent and influential.

6. Fostering innovation

Engaging with a broader audience on social media exposes leaders to diverse perspectives and ideas. This can spur innovation as leaders gather insights from various stakeholders, including customers, industry peers, and thought leaders. Such interactions can inspire new strategies and solutions.

7. Personal branding

For leaders, social media is a powerful tool for personal branding. A strong personal brand can enhance career opportunities and provide a platform to advocate for important issues, share knowledge, and inspire others. It also humanises the leader, making them more relatable and trustworthy.

8. Global reach

Social media transcends geographic boundaries, allowing leaders to connect with a global audience. This is particularly important for multinational companies that operate across different regions and cultures. Leaders can address a diverse workforce and customer base, fostering a sense of unity and inclusivity.

9. Encouraging a digital culture

Leaders set the tone for the company’s culture. By embracing social media, they signal the importance of digital literacy and encourage employees to do the same. This can lead to a more digitally savvy workforce, better equipped to handle the challenges and opportunities of the digital age.

10. Competitive advantage

Across many industries, a strong social media presence can be a differentiator. Leaders who actively engage online can create a competitive edge, showcasing their company's forward-thinking approach and commitment to staying connected with stakeholders.

Reminders on responsible social media use

While social media offers leaders numerous opportunities to increase their visibility, engagement, and influence, it also comes with significant responsibilities. The potential for missteps is high, and the consequences of misuse can be severe. Leaders need to use social media responsibly and navigate this digital landscape effectively.

Every post a leader makes reflects on their company. Irresponsible comments or controversial opinions can tarnish the corporate image and lead to public backlash. Leaders must consider the potential impact of their words on all stakeholders and ensure that their posts reflect the core values and mission of their organisation.

These are some of the red lines that should not be crossed:

1. Spreading misinformation

Spreading misinformation, whether intentional or not, can damage a leader's credibility and erode trust. It is essential to verify facts before sharing them and to correct any inaccuracies promptly. Only sharing information from reliable sources and acknowledging mistakes to provide accurate information swiftly are critical strategies.

2. Maintaining professionalism

Social media blurs the lines between personal and professional lives, so leaders must strike a balance to ensure their online presence remains professional and appropriate. Deciding on the level of personal content to share, maintaining a respectful tone, and setting clear boundaries are important steps.

3. Protecting confidential information

Leaders have access to sensitive information about their company and employees. Sharing confidential information, even inadvertently, can have serious legal and ethical repercussions. It is crucial to prioritise confidentiality and obtain consent before sharing images or stories involving employees or partners.

4. Avoiding polarising discussions

While it is important for leaders to have opinions, engaging in polarising discussions can alienate segments of their audience and create unnecessary conflict. Avoiding divisive issues and focusing on constructive dialogue can promote positive interactions and professional growth.