Leveraging LinkedIn: A Guide for Executive Leaders

Professional networking and personal branding have become essential in today's digital age. LinkedIn has emerged as a powerful platform for executive leaders, offering a unique opportunity for professionals to connect, share insights, and build meaningful relationships within their industries. In this blog post, we will explore how executive leaders can leverage the power of LinkedIn to enhance their personal brand, expand their network, and drive professional success.

Crafting an Engaging Profile

The first step to harnessing LinkedIn's potential as an executive leader is to create a compelling and professional profile. Pay special attention to your headline, summary, and experience sections to ensure they're up-to-date and accurate. Use concise yet descriptive language to highlight your expertise, achievements, and leadership skills that you've developed in your roles. Pro Tip: Including a professional headshot further enhances your credibility and helps make a strong first impression.

If you're a consistent poster on the platform and want to take your profile a step further, turn on ˜Creator Mode' to turn your connections into followers. By turning this feature on, you can grow your reach while gaining access to additional features such as:

Establishing Thought Leadership

LinkedIn is an excellent platform for executive leaders to establish themselves as thought leaders in their respective industries. Individuals can share valuable content such as articles, videos, or thought-provoking insights on trending topics to engage industry-specific users. Ignite and participate in discussion to showcase your expertise and provide value to others while gaining new perspectives. Depending on your wheelhouse, you can publish original articles that allow you to showcase your thought leadership to a broader audience and attract new followers. 

Building a Relative Network

LinkedIn is a powerful tool for expanding your professional network. We recommend connecting with industry peers, colleagues, clients, and other professionals who share similar interests. Actively seek out and join relevant groups and communities to engage with like-minded individuals and foster meaningful connections. Networking on LinkedIn opens doors to new opportunities, collaboration, and knowledge sharing.

Engaging in Relationship Building

Building relationships is vital for executive leaders, and LinkedIn facilitates this process. Engage with your connections by liking, commenting on, and sharing their content. Show genuine interest in their professional journeys, congratulate them on achievements, and offer support when appropriate. When applicable, share posts that give you the opportunity to tag fellow colleagues to further build your relationships and expand your reach. Building a strong network is about fostering mutually beneficial relationships that can lead to partnerships, referrals, and career growth.

Staying Active and Consistent

Consistency is key when it comes to LinkedIn. Regularly engage with your network by sharing valuable content, commenting on relevant posts, and responding to messages. By maintaining an active presence, you increase your visibility and build credibility within your industry. Allocate dedicated time each week to nurture your LinkedIn presence and make it a part of your professional routine. Pro Tip: Turn your busy schedule into opportunities. Share your experiences such as recent events you attended, client meetings, career wins, and other company-wide news as posts on your LinkedIn page. 

LinkedIn has evolved beyond a mere job search platform and transformed into a valuable resource for executive leaders. By leveraging the power of LinkedIn, you can enhance your personal brand, establish thought leadership, expand your network, and drive professional success. Embrace this digital networking tool, and unlock its potential to connect, inspire, and collaborate with professionals around the globe. 

Remember, your LinkedIn presence is not just a profile; it's an opportunity to showcase your leadership and make a lasting impact in your industry.

Talk to us about our wide-ranging experience in creating thought leadership content for executive clients on LinkedIn! We'd love to work together. 

Get Influenced: Analyzing The Top Social Media Platforms For Each Generation

Casey Wright

April 2023

Social media has become an integral part of our daily lives. It has changed the way we communicate, share information, and interact with each other. There are various social media platforms available today, and each platform has its own unique features and target audience. In this blog, we will explore which social media platforms are used most by each generation and the reasons behind their influence.

Generation Z (born between 1997-2012)

Generation Z is the youngest generation and the most tech-savvy. They have grown up with technology and have a strong presence on social media. According to a survey conducted by Pew Research Center, the top social media platforms used by Generation Z are:

  1. TikTok - TikTok is a short-form video sharing app that allows users to create and share 15-second videos that are often accompanied by music. This format is particularly appealing to Generation Z, who have grown up with short attention spans and a preference for quick and easily digestible content. TikTok's algorithm is designed to show users content that is relevant to their interests. This means that users are constantly exposed to new and interesting content, which keeps them engaged and coming back for more. TikTok has a strong sense of community. Users can interact with each other through likes, comments, and shares, and there are many popular challenges and trends that users can participate in. 

This sense of community and belonging is particularly important to Generation Z, who are known for their social consciousness and desire to connect with others. Overall, TikTok's unique format, personalized content, sense of community, and emphasis on creativity and self-expression makes it the most influential platform for this young and vocal generation.

  1. Instagram - Instagram is a photo and video sharing app that allows users to share pictures and videos of their daily lives. This format is particularly appealing to Generation Z, who are known for their love of visual content and their desire to share their experiences with others. Instagram has a strong emphasis on aesthetics and creativity. Users can use a range of filters, editing tools, and hashtags to create unique and visually appealing content. This allows Generation Z to express themselves in new and exciting ways and to showcase their talents and creativity to a wider audience. 

The platform is constantly evolving and introducing new features and trends that allow Generation Z to stay up-to-date with social culture and to express themselves in new and exciting ways. Overall, Instagram's focus on visual content, creativity, community, dynamic features, and constant innovation has kept Gen Z engaged for over a decade.

Generation Y (born between 1981-1996)

Generation Y, also known as millennials, grew up during the rise of the internet and social media. They are comfortable with technology and are heavy users of social media. According to a survey conducted by Pew Research Center, the top social media platforms used by Generation Y are:

  1. Facebook - Facebook was the first major social media platform that many millennials used and it has become a part of their daily lives. Many millennials have been using Facebook for over a decade, and it has become a way to stay in touch with friends and family members who are spread out across the country or the world. 

The platform's wide range of features, including messaging, groups, events, and pages allows millennials to connect with others who share their interests and to stay up-to-date with the latest news and events in their communities. Overall, Facebook's longevity, wide range of features, strong sense of community, emphasis on privacy and security, and diverse content has made it a hugely popular platform among millennials.

  1. Twitter - Twitter is a platform that allows users to express their thoughts and ideas in short, concise messages called tweets. This format is particularly appealing to millennials, who are known for their ability to communicate quickly and efficiently. Users can interact with each other through retweets, likes, and replies, and there are many popular hashtags and trends that users can participate in. 

The platform is widely used by journalists, politicians, and celebrities which has given the generation a way to digest local and world news beyond the traditional morning newspaper. Overall, Twitter's focus on concise messaging, community, real-time news and events, and diverse content makes it the perfect platform for Millennials.

Generation X (born between 1965-1980)

Generation X grew up during a time of rapid technological change. They are comfortable with technology but are not as heavily reliant on social media as younger generations. According to a survey conducted by Pew Research Center, the top social media platforms used by Generation X are:

  1. Facebook - Many Gen Xers use Facebook to connect with old friends and classmates, as well as to participate in discussions and debates about topics that are important to them. This sense of community and belonging is particularly important to Gen Xers, who are often seeking to establish and maintain relationships.
  1. LinkedIn - LinkedIn is a platform that is specifically designed for professional networking. This is particularly important to Gen Xers, who are often in their peak career-building years and may be seeking new job opportunities, networking contacts, or industry insights. The platform has a strong emphasis on professionalism. 

Users are encouraged to create detailed profiles that highlight their education, work experience, and professional achievements. This allows Gen Xers to showcase their skills and expertise to potential employers or business partners. Overall, LinkedIn's focus on professional networking, emphasis on professionalism, wide range of features, strong sense of community, and educational content has made it a hit with Generation X.

  1. Pinterest - Pinterest is a platform that allows users to discover and save inspiration and ideas for a wide range of topics, including recipes, home decor, fashion, and travel. This is particularly appealing to Gen Xers, who are often seeking inspiration and new ideas for their personal lives and interests. 

The platform's highly visual and user-friendly interface allows users to easily create boards and save or organize pins in a way that is easy to navigate and share with others. Many Gen Xers use Pinterest to connect with others who share their interests and to discover new content through social sharing and collaboration. Overall, Pinterest's focus on inspiration and ideas, user-friendly interface, sense of community, diverse content, and emphasis on personalization has found its place in this generation of users.

Baby Boomers (born between 1946-1964)

Baby Boomers grew up during a time when technology was not as prevalent as it is today. They are not as comfortable with technology as younger generations, but they are increasingly using social media to stay in touch with family and friends. According to a survey conducted by Pew Research Center, the top social media platforms used by Baby Boomers are:

  1. Facebook - Facebook is one of the longest standing social media platforms, which has allowed time for older generations such as Boomers to learn and adapt with the platform more than others.  Boomers are often in a phase of life where their children have moved away from home or have friends or family members who live in different parts of the country of the world so being able to post life updates and stay connected has proven to be extremely beneficial to this generation of users. This sense of community and belonging is particularly important to Boomers, who may be seeking to establish new social connections as they enter retirement.
  1. YouTube - YouTube is a platform that offers a wide range of content, including music, news, educational videos, and entertainment. Boomers appreciate the diversity of content and the ability to explore new topics and interests. 

With the platform's user-friendly interface and the ability to easily search for educational content, Boomers enjoy taking advantage of lifelong learning content such as wealth resources, tutorials, and topic based podcasts. Overall, YouTube's diverse range of content, user-friendly interface, educational resources, sense of community, and personalization features have made it a hugely popular platform amongst Boomers.

Understanding the platforms your target audience uses is crucial for the success of your marketing campaigns. By knowing where your audience spends their time online, you can tailor your messaging, content, and advertising efforts to resonate with them. Each platform has its unique features, audience demographics, and communication styles. Therefore, adapting your strategy to match each platform's characteristics will help you engage your target audience and build a strong online presence. 

Additionally, understanding the platforms your audience uses will allow you to optimize your advertising budget and reach the right people at the right time. Overall, knowing your target audience's preferred platforms will help you create more relevant and effective campaigns that drive engagement, conversions, and brand loyalty.

Want us to help you or your business thrive on social media?

Think Outside The Box: 3 Social Media Strategies to Increase Engagement

Social media is no longer optional -- it's necessary.

When it comes to social media, you'll either have a lot of success engaging with customers, or little results for content you thought would thrive. But as long as you're posting, your social media will excel, right? It's not always that simple. Sometimes you have to look outside the box to find a strategy that works. Here are 3 tactics to help increase engagement on your social media.

Explore the World of Reddit AMA 

When you think of Reddit, what do you think of? Internet trolls? Know-it-alls? What a lot of companies might not realize is that Reddit's AMA (Ask Me Anything) is an easy resource that, when used correctly, can actually help your business develop an identity through community and dive into some pretty interesting and fun conversations. 

Now, you might be asking, how? Well, the key is to pitch your topic as being deserving of an AMA. A lot of the time you'll find actors, musicians, politicians, scientists, and celebrity figures hosting AMAs, but it's pretty common for regular users to host as well. 

For example, in this AMA from 2015 a small business owner left his job to develop his own software company. While that might not be as captivating as someone like Elon Musk hosting an AMA, there is a huge audience on the platform who are dying to read and listen to stories about regular folks who have riveting stories to share. Promoting your AMA's on socials could bring in interested users / potential customers and allow them the opportunity to ask questions about you or your business.

Learn the Art of GIFs and Memes.

Unless you've been living under a rock since 2012, you should know that GIFs and memes have become the language of the modern internet. So how do we implement this phenomenon in a way that feels relatable to your audience instead of cringey?

First, you have to understand your audience. Are you trying to appeal to one generation or multiple? Not every type of humor is going to connect with all generations, so you should make sure you know who your GIF or meme is meant to target. 

Secondly, know what kind of GIF/meme you want to make. 

Traditional: GIF/Memes are common memes you see when scrolling through social media. They usually contain mainstream images or clips from a scene from a television show or movie, a notable celebrity, images of animals, or a viral image. They often connect to the latest popular trends, hot topics of conversation, and even current events.

Dank: GIF/Memes involve outlandish or out-of-context jokes that walk the line of dark and light humor. Dank memes tend to parody traditional memes by applying them in a way that's new and a little unorthodox. Dying or out-of-date memes are often chosen to fulfill this role. 

Edgy: Edgy GIF/Memes usually entail dark humor that is designed to push social norms and shock its audiences.

Wholesome: Wholesome GIF/Memes tend to be less about humor and instead focus on a positive and uplifting message.

Finally, it's time to design your GIF/Meme. There are hundreds of websites that make it easy to design and create GIFs and Memes. A lot of GIF/Meme design websites such as Giphy.com or Imgflip.com are free to use and already have preloaded templates for users to edit and re-word however they want. OR if you want to make your own meme from scratch, they also provide users with the resources to turn their photos and videos into the next viral trend! (Here's to hoping right? 🤞)

Take advantage of Poll features.

One of Twitter and LinkedIn's underused features is Polls. 

Polls are a quick and easy way to get followers to engage and interact with your company (not to mention a way for you to get insight on your industry). The options are endless. Some creative uses include letting followers make decisions for you, voting on an item to go on sale, or asking opinions on current events occuring in the industry. 

And the even better part? POLLS GENERATE COMMENTS! Everyone has an opinion, so if you manage to ask the right question, followers and even non-followers will likely be influenced to explain why they voted the way they did, present you with detailed information, and open up conversations on the topic at hand. No matter the industry, polls are the way to go.

Want more tips on how to engage followers? Follow That Random Agency on social media or connect with us by sending a message below!

Your C-Suite Needs to Be On Social Media

Random begs, encourages, implores you: get your leadership team on social media. Even if your company already has a robust social presence, your leadership team needs their own. Here's why.

Employee Advocacy

In case you missed it on the Random blog, we wrote a whole post on why employee advocacy is key for your company's growth. Let your leaders lead on social media as well“it will inspire employee engagement with the advocacy program, demonstrate the initiative's importance, and model behavior.

Thought Leaders

Buzzy term, but it matters. Leadership can establish themselves as top-of-mind, influential, and trusted sources of information through a conscious social media presence, boosting company prestige and their own marketability.

Company Character

As more and more businesses flood the market, consumers and collaborators alike want to know: why buy from your company? Why work with your company? The ethos and character exemplified by your leadership on social media will influence those integral decisions. 78% of employees prefer to work with a company whose C-Suite is active on social!

Brand Loyalty

Humans love humans, and people prefer to buy from a face or presence they recognize and enjoy. 82% of consumers are more likely to trust a company whose C-Suite is on social and 77% are more likely to buy.

For Executives Who Hate Social Media

Don't worry, we see you, and we understand.

  1. It doesn't need to be personal.
    Your life is your own, and you don't always need to be on! Keep your private life private.
  2. It doesn't need to be clever.
    Social media, communications, or PR teams can curate and recommend posts and content for C-Suite members to share.
  3. It doesn't need to be a constant stream.
    Have a consistent weekly posting cadence, but no need to stress about being Gary Vee and posting multiple times a day, every day. He is an outlier!

If you need help building a social media strategy for your leadership team (or your business as a whole), give us a shout below.

A Guide to LinkedIn Employee Advocacy

LinkedIn Employee Advocacy isn't exactly what it sounds like; while we at Random are all for providing people with ample benefits, robust lines of communication, and developing a healthy work-life balance, employee advocacy on LinkedIn is about your employees advocating for your business. It's the LinkedIn equivalent of an influencer campaign, but (often) virtually free.

Employee Advocacy Statistics

Pretty good, huh?

Step One: Establish Clear Goals

A successful employee advocacy campaign begins with a clear goal. There are many functions an employee advocacy campaign can serve: 

Step Two: Find Your Ambassadors

Which of your employees should you recruit to be your first employee advocates? If you're a small company, the answer may be everyone! If you're a large company, start with leadership and your most social-savvy team members.

If the company's top brass get on the employee advocacy train, it's far more likely that other team members will follow suit and understand the importance of your advocacy campaign.

Social media masters will make the launch of your new initiative smoother. Think also about what teams would have the biggest impact on social media. Sales, marketing, and human resources are all excellent places to start. After onboarding your experienced employees, over time you can add those who are more apprehensive about social media. Provide lunches and seminars to educate new additions, and enlist your first recruits to help teach and train as you grow your employee advocacy network.

No matter what, remind employees of how their participation in an advocacy program benefits them: greater power and influence in the company, and a larger professional reputation.

Step Three: Content and Contact

Recommend content to your new employee advocates. Content could include articles, polls, quizzes, sales, job listings, photographs, statistics, fun facts, surveys, events, webinars, and more.

Follow the 4-1-1 Rule for every 6 pieces of content:

Be sure that no more than 25% of the content your employees share is company related. Your audience will lose interest quickly if employees exclusively share dry company content. People on all social platforms want content that they'll find useful and interesting.

LinkedIn Elevate, GaggleAMP, Bambu from Sprout Social, and Hootsuite Amplify are just a few of many tools that can be used to manage employee advocacy. However, if these aren't feasible for your company due to price or company size, sending a simple weekly email to employees with recommended articles to share, company information or blogs, and promotional content will suffice. If you use an email, be sure to include headlines, short shareable blurbs about the content, and native links to allow employees to share with ease and clarity.

Step Four: Report Results

Be sure to continue to monitor growth and results, ideally with a report at least once a month to ensure your strategy is working.

If you use an employee advocacy tool, monitoring the impact of employee advocacy will be relatively easy! Otherwise, you'll have to manually pull data from your employees' posts, such as link clicks and engaged demograhics, as well as other KPIs such as sales, website traffic, and job applicants.

Check out these great employee advocacy tools: https://www.oktopost.com/blog/top-10-employee-advocacy-tools/

Step Five: Longevity

Employee advocacy is a long game. Keep the ball rolling by reporting successes and growth to employees, adjusting your campaign strategy as needed, and offer fun reward initiatives for engaged employees.

Finally, good luck! If you'd like to chat more about employee advocacy or any other social media needs you may have, reach out to us below.