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One of the most interesting PR approaches today is thought leadership. By showcasing their expertise, thought leaders establish themselves as authoritative and trustworthy sources in their industry.
Some of the most common methods used in a thought leadership campaign are podcast appearances, guest posts, and collaborative programs. The key to unlocking all these opportunities is social media.
Many entrepreneurs don’t realize the power social media has in connecting them not only with consumers but also with other business leaders and with additional opportunities to share their expertise. In our increasingly online world, social media has become a critical part of an entrepreneur or business leader’s personal brand. As entrepreneurs seek to become thought leaders, social media is a valuable tool.
Not only are social posts essential for showcasing your media resume by posting podcasts, captions, or mentions you receive, but you can also use social media platforms to directly communicate your expertise. However, without the right social media strategy, you won’t be able to take advantage of this powerful tool.
Related: How to Create a Strong Personal Brand Using the Power of Public Relations and Social Media
Optimize your social media content strategy
The first step a business leader should take in developing a social media strategy is choosing the right social channels. Every social media channel is different, and which platform (or platforms) is best for your business will depend on a few factors, including your industry and audience.
TikTok and Instagram, for example, are great for short-form video content and connecting with younger consumers, while YouTube is better for long-form content and allows you to delve deeper, making it perfect for professionals. LinkedIn is aimed at a more professional audience, while X (formerly known as Twitter) is for a more general audience. In general, it’s best for business leaders to be present on multiple social networks, but focus on a few that best align with their business goals.
As your social media presence and brand gets bigger, you can get more prominent podcast placements and collaboration opportunities. Many of these opportunities have minimum requirements to qualify to participate. Identifying the podcasts and publications you want to appear on will help you set your social media goals.
Many leaders fail to understand that you don’t need hundreds of thousands of followers on your social platforms to leverage them successfully. What you need to have, though, is a professional presence. Even if you only have a few hundred followers, you’ll be surprised how good posts, a well-crafted bio, clean photos, and a fully filled out profile, including profile and header images, can establish your legitimacy just as well. a nice website.
Of course, even in the age of social media, it’s still important to have a professional website, as that’s where your social media profiles will direct your followers. You want a clean, concise landing page that also includes a call to action, a call to action, and something to buy. Also, don’t forget the little details like favicons and logos. While these may seem inconsistent, they are important to show your brand’s consistency in its identity.
Related: The business of harnessing the power of social media
Mistakes entrepreneurs make when creating a social media strategy
One of the biggest mistakes a business leader can make regarding social media is emphasizing quantity over quality. While there are some minimum requirements you need to meet to create visibility on social media, most of these guidelines have more to do with consistency than the amount of content you produce. As long as you post on a regular cadence, you shouldn’t post excessive amounts of social content. A few excellent posts a week will be more effective than many poor posts a day.
Remember, social media should work as an extension of your brand narrative, so make sure any messages you share on social media align with your brand’s mission and goals, and plan your content around your audience . While leveraging social media trends might work for some businesses, for others it might present too informal a social presence.
Once you’ve built your social media presence, you can leverage it for podcasts and collaboration opportunities to further increase your credibility as a thought leader, creating a cycle of success and authority. If an outlet or podcast sees that you’ve been featured on another reputable podcast or publication, they’ll likely trust you more and want you to share your experience with them, too. This is why maintaining a media resume is so crucial in thought leadership.
Related: 6 Ways to Improve Social Media Branding for Your Startup
Successful social media strategies pay off in the long run
Social media is a long-term game, and while some people have indeed gone viral overnight, trying to capture that lightning in a bottle is often futile. Instead, you should focus on consistently posting high-quality content.
Over time, as you continue to provide value to the people who read your content, you will continue to gain followers. Podcasts you appear on and outlets you contribute to will also share your content, which could also help you grow your following.
Social media can be a powerful tool for entrepreneurs looking to become thought leaders, but to harness its full potential they need to understand the platforms they use, the people they serve, and what image they need to present to be successful. Understanding these critical aspects of social strategy will help you stand out as an authority in your field and increase brand awareness.