Selling Executive Leadership on Social Media

Marketing Tools & Tips Social Media Best Practices

We offer seven foundational elements for an executive-approved social marketing strategy.

As a digital marketer, you have the ability to speak a variety languages. You’re able to connect with your audience, customers, and internal leadership. The key to getting leadership’s buy-in for social media is by speaking their language. Every leadership team has goals, targets, or KPIs they’re working toward achieving. You need to listen and understand their needs before you can address yours.

Engaging Executive Leadership

Executive Leadership

When leaders evaluate a program, they’re using their goals as a measuring stick. They’re looking to determine if the program served those goals. A program can be at risk of being cut even if it’s successful. That success must align to an organization’s goals. Return on Investment (ROI) is one way they may evaluate those programs. But ROI isn’t a goal; it’s an evaluation tool.

Return on Investment (ROI)

Calculating ROI

When you hear people say “my boss only cares about ROI,” it’s only part of the story. Don’t make an assumption that ROI should be your focus. Start by asking your boss what they care most about, and dive into their answer. It’s ok to ask what company goals are and what you can do to support those goals.

I sat down with marketers across various industries and roles. The issues they all are facing are universal – understanding and proving the value of social media has alluded them. At first, this baffled me. These were smart, sophisticated marketers who are respected by many. But, as is often the case, they were overwhelmed and didn’t have the time to do everything they know they should be doing.

Justify Your Social Media Strategy

To help you and all digital marketers out, we created this strategy to help you engage your leadership team, prove the value of social, and make social media do more for you.

In this strategy guide, we walk you through seven foundational elements to help you get executive buy-in. If you’re confident you have your leadership on board, take it to the next level by using this guide to help you gain further investment. The elements we cover include:

1. Align Measurable Targets
2. Strengthen Social Strategy with Competitive Analysis
3. Profile Your Audience
4. Understand Engagement
5. Predict Successful Content
6. Experiment, Measure, Repeat
7. Learn to Fail Well

Ready to tackle this? Download your free copy of this strategy guide today!

Cassandra Schwartz

Cassandra leads our product marketing, focusing on product, brand, and communications needs. Cassandra has worked in marketing and communications for nearly a decade helping businesses like Microsoft including Xbox and The Garage, Pike13, and many others connect with their audiences. Outside of work, Cassandra keeps extraordinarily active. An avid community builder, she leads the Seattle Lean In Circle, and co-founded SheHasDrive, as well as a peer-mentoring program based in Seattle. Since moving to Seattle from Kansas, Cassandra has adopted an outdoors lifestyle that includes hiking, skiing, and kayaking. Follow her on Twitter or Facebook.

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