I was reading a recent article by Cameron Brain from everyone social. 

He was sharing some learnings which were.

"The VAST majority of CXOs you see active on LinkedIn and X (posting, engaging, etc.) aren't doing it themselves — they’re typically supported by a member of the comms team.

Looking at EveryoneSocial client data over 2023, the majority of CXOs have a comms resource handling virtually all of their social. A lesser percentage have a comms resource handling most of it, and a small minority of CXOs do the majority of their social posting themselves.  

However, over the last five years, the trend is clearly toward CXOs doing more — even if that’s a tiny bit — of social themselves.

But is there value if they’re not doing the sharing themselves? Heck yes!

The fact of the matter is that a CXO on social media is a high-powered content DISTRIBUTION channel. They’re better than a brand handle because:

1. They’re more authentic — they’re a real person.

2. Their posts, regardless of who writes or posts them, will rank higher and reach a broader audience because algorithms prioritize content from real people.  

Brand advocacy for us has always been grounded in a simple principle: CXOs just happen to do those things faster, bigger, and at a higher value than anyone else. They're your alpha advocates.

If you need any more convincing, let’s put it this way: Every single person that matters to your company — employees, customers, partners, prospects, future hires, investors, etc. — are on social and they ALL want to hear from your leaders. 

So, I’m calling it: CXO activation on social is going to be one of the leading trends for 2024. It’s been building all year, and it’s something every company can do to more effectively and efficiently DISTRIBUTE their content on social and reach their key audiences."

I couldn't put it better myself.

But what about a business case?  It's all very well talking about that this is a good idea, but business needs a $ reason for empowering the leadership on social media.  In my article, Is there a link between a personal brand and cold, hard business outcomes? - This research says there is I argue there is a link and present the data.

Study proves investing in your personal media profile pays huge dividends

Let's give you a quick summary

The most-followed CEOs on social media secure greater investment in fact 20% more investment on Linkedin and 5.4% more investment on Twitter

LinkedIn is the social media platform of choice for startup leaders, 94% of unicorn CEOs are on Linkedin

As Steve Forbes once said that “Your brand is the single most important investment you can make in your business”. 

Want to know more about social selling, check out my new book

"social selling techniques to influence buyers and changemakers - 2nd edition".

In this brand new edition, I have updated all the text, I have also got 15 practitioners, so people who are doing this already to explain how they are get (practical) business benefit. From the CEO that has been running a digital business for over 18 months to sales leaders who use social selling every day.  

Articles on how these business have and are implementing digital, from Mercer, Telstra Purple, Ring Central, Cyberhawk, Namos, Ericsson, DLA Ignite and more.

What does Mark Schaefer, Marketing guru think of the book "social selling - techniques to influence buyers and changemakers - 2nd edition"? watch the video here

It's available on Amazon worldwide.  Link to Amazon.com here and Amazon.co.uk here.