Choosing What to Post on Social Media as an Executive

Instructor: Yuanxin (Amy) Yang Alcocer

Amy has a master's degree in secondary education and has taught math at a public charter high school.

Read this lesson to learn what types of posts you should post to your social media account as an executive. You'll also learn the reasons behind why others may want to share your posts.

Social Media for Executives

Today, social media isn't just for teenagers. No, it's now for everybody. People use it for personal reasons, as well as, for professional reasons. Even big businesses are using social media. Social media is defined as a site, or app, that lets its users share content with others. Most social media sites have privacy options you can set, to limit the people who can view your posts. Popular social media sites that are often used today, are Facebook, Instagram, and Twitter.

Social media has both personal and business uses
social media executive use

Imagine that you are an executive of a pretty big business. You manage all the various departments of your company, and everybody looks up to you for leadership. You've set up an Instagram and Facebook account for your business. What should you post on there? Because these social media accounts represent your company, you should only post professional posts that reflect well on your business. Remember, your intention is to give your followers the right picture of your company. You want to encourage, and persuade them, to feel a certain way, and to act on those feelings by being loyal to your company when making purchases.

What to Post

This means there are things you should post and things you shouldn't post.

Things you should post include company updates, product updates, and posts about how the company is helping the community. For example, if your company made its goal to donate $500,000 to a cancer charity, then that would be great news to post on social media. Also, if your company has just released a much asked for new design or product, then that would be something to post about too.

Things you shouldn't post include what you did last night at a party, your latest vacation plans, or anything else that's not related to the business. Remember, you want your followers, viewers, and readers to feel and think a certain way about your business, so any post that doesn't help that shouldn't be posted. For example, you take a picture of you and your friends doing crazy things the other night. This has nothing to do with the business, and might make people question your business, so, this is not something you should post.

If you are an executive that everybody knows, then you'll have to be careful of what you post on your personal account too, because others may want to follow you on your personal site as well.

Posts That Get Shared

There are some posts that get shared by others, and when they get shared by a lot of other people, you can get more exposure for your business. What kinds of posts generally get shared by others?

Posts that speak to the emotions of your readers will get shared. A post that contains a moving message, for example, will get shared. Posts that also shock the emotions also get shared. Another post type that tends to get shared is those that talk about building community. People like to feel like they are helping their local community, so if they see a post that shows how your company is helping the local community, it's likely to get shared.

If you are running a special discount or coupon with a deadline, then these will also get shared, especially if it's a really good sale, and your readers want their friends and family to take advantage of it. The limited time availability makes it more urgent for your readers to share it.

Visually pleasing posts often get shared because people like pretty things and want others to share in their appreciation.

Idealization is also a type of post that people like to share. These type of posts relate to your viewers' unknown needs and wants. For example, a post that shows how your product is the perfect product, to stop a dog from barking, while the owner is away will get shared by those viewers who have a dog that barks, while they are at work. Posts that idealize a product help to persuade your viewers that they need that something in their lives.


Let's look at an example.

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