When starting or scaling an employee advocacy program, it’s not abnormal to hear ‘get your executives involved.’ Executive activation is two-fold: employees are more likely to want to participate in a program their executive support and, if we’re being frank, executives carry a lot of influence and weight.
Successful employee advocacy programs have not one but several executive sponsors—and they are willing to preach the program's benefits and participate, too.
But how do you get the executive activation wheel spinning? Assuming you already have their buy into the program, the next step is leveraging their social media presence to drive the voice and message further. But, rather than giving you big-picture ideas of how to do it, we will highlight several executives and their social media posts.
In this post we’ll highlight:
- What is the intent of the post?
- What does the post have going for it?
- How you can replicate this initiative with your own executive sponsors.
Keep in mind, while we’re highlighting the efforts of these executives, every executive has a different size and makeup in their audience, and some are more active with engaging in others' posts. In addition, these are all focused on LinkedIn but much of this strategy can be implemented on other social media platforms, too. If you are curious about a suggestion you see here and want to replicate it elsewhere, your Customer Success Manager would be thrilled to give you some pointers.
Activating Your Executive Team
Gaggle programs that recognize the need for executive support, and get it, outperform those without executive support. Oftentimes, getting executive support is no different than getting Member support—provide high-quality posts that make it easy to share or engage quickly, and consistently parrot the results.
See, everyone just wants to answer WIIFM—What’s In It For Me? When you can align your results to the employee advocacy Activities, buy-in comes easily. But, if your executives need a few other reasons to get involved, it is proven to:
- Increase Brand Awareness - Five critical executives with 10,000 unique followers on a social channel can reach an added 50,000 people, increasing sales opportunities and opening the gates to strategic partnerships.
- Improves Brand Trust - When executives are active on social media, it builds customer loyalty and authentic engagement in their posts.
- Create a Culture of Advocacy - When executing teams actively promote their brand on their personal social media accounts, employees join in. And when they join in, the magic happens. Take this example from the Close team—you can’t get a better attribution than this!
- Improved Customer Communication - When executives are plugged into social media, they often stay up-to-date with exactly what customers want. Take this example from Ahref’s CMO, Tim Soulo, who came across a customer complaint on Twitter and used the feedback to improve their product.
- Attract Top Talent - Top talent actively seeks out companies that hire other top performers. So, when executives are established as thought leaders in their vertical, it’s much easier to recruit new talent.
How Executive Programs are Structured?
While this widely varies by company, one consistent for those that want to be active on social media but say they do not have the time is a consistent curator of content served to them in an easy-to-use manner. For example, many of our Gaggle Managers started off with a Google Spreadsheet, a Slack Channel, or a series of email requests, asking their executive team to ‘share this content.’ Now, while it may have been consistently curated, it was not easy to use, which resulted in missed posts or frustration.
Today, the more modern employee advocacy Manager uses a tool like GaggleAMP to serve specific asks to their executive sponsors. Some Gaggle Managers prefer to use the Gaggle ‘Share’ Activity with already ready-to-go content. Others love to leverage a ‘Question’ feature to get the question in the executives' hands but give them the flexibility to curate their own posts.
Likewise, these Managers also recognize the power of getting the team behind the executive sponsor and can often help their posts reach further together than the executive could on their own.
How Do You Communicate Results?
Like the structure, communication methods vary widely here, but there are some common favorites we’ve seen from clients:
- The weekly/bi-weekly/monthly internal newsletter highlights the performance of the program, single activities, or big wins from their employee advocacy engagement.
- Self-reported attribution to a Slack/Teams Channel - when a new lead is received, a visible channel indicates where they heard of your product or service. You might be surprised how often ‘social media’ comes up.
- Benchmarking reports. An employee posting content has a 561% greater chance of being seen versus the branded handle and we often see this play out very quickly when the Gaggle Manager presents results comparing their employee advocacy program versus branded content shares.
Since everyone cares about different aspects of their results, it’s also important to relate this to what outcome the team hopes to achieve. For example, if you aim for better brand awareness, your self-reported attribution alongside reach numbers can be helpful. Likewise, if you want to strengthen your employer branding strategy, do you see an improvement in the number or quality of resumes received when you hire? See how you might need to change the narrative when communicating your results depending on the outcome you are aiming for.
Now, with a better understanding of how employee advocacy benefits your executive team, the structure many adopt, and how they communicate results, let’s take a look at some social posts. All of the posts you see here are supported by their Gaggle Manager, either curating the initial message, driving engagement to the post, or both.
Highlight Products or Services
This may go without saying, but social media was made for executive activation when it comes to highlighting a product or service. Each of the examples here do just that—highlight a product or service but all of their approaches are slightly different.
What is the intent of the post?
It's a new product announcement coming from the disguise Solutions Director, Peter Kirkup. By linking to the landing page containing information about the new product, readers understand how to connect to a solutions engineer for more information.
What does the post have going for it?
New product announcements are always sure to gain attention but when it comes from someone in the organization that has a network of end buyers, even better. The product announcement gains traction faster, which the algorithms love.
It also becomes the perfect shareable piece of content, making it easier for other employees to share a technical announcement with their own spin to their audience.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
Use the LinkedIn Share Activity. While Peter is a Solutions Engineer and very close to the technicality of the release, that may not be the case for you but can certainly be replicated. Work with your subject matter experts to get a statement and curate a LinkedIn Share Activity for select Members of the Gaggle. Then, take it a step further and have other members of your Gaggle react or comment on the post once it’s posted.
What is the intent of the post?
Highlighting a big win and doing it with grace. And while the intent of this post is to highlight the monumental win, it speaks to the quality of the law firm and its employee training programs. See the nod to budding trial lawyers? That would be pretty impressive for someone just getting their feet wet in the legal space and looking to apply to their firm.
What does the post have going for it?
It covers all the feels (and all the tags). A $15.5 million dollar verdict on a pro bono case is impressive, even if you have no idea what the case is all about. From a structural standpoint, Bonnie does an amazing job tagging the company, trial lawyers, companies who supported their efforts, as well as a few hashtags and coworkers.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
Use the LinkedIn Share Activity then take it a step further and have other members of your Gaggle react or comment on the post once it’s posted.
Boast Your Reviews & Awards
Sharing the good news from your company and its employees not only can solidify your company as a strong contender in its vertical but can also highlight your employer's branding strategy. If you haven’t tooted your own recently, here are some great ways you can set that up in your Gaggle.
What is the intent of the post?
Who doesn’t like a 5-star review?!? What’s even more important though is that this review hits on an industry pain point—productivity gains through solid communication channels. Plus, it highlights exactly what the app looks like if you want to download it for yourself.
What does the post have going for it?
While we would not be a buyer of this product or someone who would download the app, it still gives you all the feels. No one can deny when things go smoothly throughout the workday, you’re happier and more productive.
Matthew does an excellent job tagging his company, FourKites, and even leveraging hashtags used in this industry.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
Use the LinkedIn Share Activity. While Matthew may have posted this as an organic piece of content, you can easily achieve the same look and feed but create content on his behalf to share. This is key for busy executives or those who say they are too busy to post on social media. Then, take it a step further and have other members of your Gaggle react or comment on the post once it’s posted.
What is the intent of the post?
There are minimal differences between this post and the one from FourKite’s Matthew Elenjickal, but the main distinction is the promotion of the award versus an individual review. The intent of this post is to highlight the company's vertical award-winning status, which solidifies its status in the cybersecurity field.
What does the post have going for it?
It’s really hard to miss the yellow background and black text, clearly highlighting the award in cybersecurity, even if you never read the text. But, if you do, the use of the award emoji is a nice touch, as is tagging the association that awards IRONSCALES with this honor.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
Like other award posts, use the LinkedIn Share Activity, then take it a step further and have other members of your Gaggle react or comment on the post once it’s posted.
Also, don’t forget, you can take a post like this and split it into different posts for different executive teams, highlighting other value propositions from this award—Gold winner in cybersecurity, commitment to protecting businesses, and even feature sets around the email and web security product lines.
What is the intent of the post?
This post highlights a positive review for a service a client used and highlighting the review will help build social validation for anyone else considering a resume-writing service with this vendor.
What does the post have going for it?
We could highlight so many great things about this post but we’re not going to highlight anything about the post itself but rather the comments section. The comments section here is on fire for a number of reasons.
- Avik, the poster, responds to every comment—every comment.
- It generates a ton of engagement which LinkedIn loves and rewards Avik with the longevity of his resume writing service.
- Notice the author's byline—” Strategic Talent Management.” While the resume writing service may be a hustle he enjoys doing, not only is he highly qualified, but this also highlights his company and possible talent openings.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
A simple LinkedIn Share Activity will achieve the initial post Avik shared. However, we mentioned that the power here is in the comments section.
To replicate something like this, your executive will receive a notification on LinkedIn every time a new comment is left on their post, which should remind them to comment. But, if you want to be sure your executive team is interacting, create a LinkedIn Comment Activity and include a link to the post you need them to comment on.
We leave a field for instructions here in which you can give instructions to comment and engage with every commenter. It will appear on their Things to Do feed a bit like this:
By going this route, you can capture accountability to ensure your team is adding a comment where it is necessary.
What is the intent of the post?
100% self-promotion and accolades for others receiving the award…as it should be. There is absolutely no shame in calling attention to your own achievements.
What does the post have going for it?
It's not promoting the company but rather an individual contributor. And, for Morrison and Foerster that’s a really important distinction given they are a law firm. When you need representation, you want to know you have the best.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
The original post is a simple Share on LinkedIn activity, but the power of this post comes from engagement. Of the 45 comments, several are members of the Morrison & Foerster team and many more engagements come from coworkers and partners as well. To achieve that result, use the Comment on LinkedIn Activity for other key teams and executives and deliver a React on LinkedIn Activity to others.
By having the dual impact of both executives leaving comments and others reacting to the post, this post is elevated in each of their feeds, making the reach absolutely incredible.
Employer Branding/Appreciation/Culture
What is the intent of the post?
A simple gratitude post, thanking coworkers at a company.
What does the post have going for it?
It's a re-share of a LinkedIn company post so it highlights both the individual contributor's narrative while calling attention to the company page.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
Use the LinkedIn Re-Share Post to share the post from the company page to achieve this exact look. Now, you can do this for several key people throughout the company, or even just one, but as a follow-up, sprinkle in React to Linkedin Activities and/or LinkedIn Comment activities to help boost the engagement and reach of the re-shared Linked post.
What is the intent of the post?
To highlight a goodwill opportunity that helps with employer branding and humanizing the brand.
What does the post have going for it?
Munish does a great job recognizing the relationship between EXL and the student beneficiaries. It highlights how their work can benefit by having corporate social responsibility for those in need. Structurally, tagging the sub-team EXL Analytics is helpful as it calls attention to this particular service and solution rather than driving them to the core EXL page.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
From the post itself, go organic all the way. A member of your executive team is likely to present at events just like this. Snap a photo and make the connection between why you’re there and why it matters. Of course, be humble—self-promotion isn’t a good look.
Once the post is live from a member of your team, use the React to Content activity for other members of your team to generate engagement. If you can get engagement going quickly, it will also signal to LinkedIn that this post should be elevated in the algorithm and will expose it to larger audiences.
What is the intent of the post?
Similar to the EXL analytics post, Sandeep does an excellent job highlighting the company culture. Rather than focusing on corporate social responsibility, this highlights local culture. While Rackspace is a global organization, it’s important to recognize the traditions of a local office and its culture.
What does the post have going for it?
Highlighting the local culture and celebration among the employees gives an outsider a good sense of what it might be like to work there. This aside, Sandeep tags what is likely several local employees which directly exposes the post to their network. By extending your reach, you can get in front of an extended audience.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
Increase engagements by tagging employees in the local office when posting the initial organic post. Then, add that post to the Gaggle using the ‘React to Content’ Activity to increase engagements. Also, if you want to take it a step above, deliver a ‘Comment’ activity. Direct the Gaggle Members to leave a comment about what was their favorite part of the event.
What is the intent of the post?
What better way to highlight International Women’s Day than highlighting what it means to embrace equality, fair working environments, and recognizing imbalances? This post gives you an idea of what it looks like for an empowered female in the LSEG workplace.
What does the post have going for it?
Sentiment aside, Nicole does an excellent job working in hashtags relevant to the narrative she is expressing without delving too deeply into tagging companies and people.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
This post gets a lot of engagement, but what we love the most is the comment section. You could easily use a ‘React to Content’ LinkedIn Activity for executives to ensure they engage with this content. But, a step better, is to leverage the ‘Comment’ Activity. It adds it directly to the ‘Things to Do’ feed for executives like Patrick Donaldson to leave a comment. And those comments do not need to be particularly in-depth either, but it shows executive support for other team members when a strong message is conveyed.
What is the intent of the post?
The intent is two-fold: highlight the award for ‘Great Tech Places to Work’ and to recognize the team and their accomplishments. From an employer branding perspective, an outsider is confident about the working environment at RapidScale. From an employee perspective, they feel empowered and recognized for their hard work, which tends to leave employees feeling more engaged.
What does the post have going for it?
They did a great job validating the award by tagging the awarding organization and using the event hashtag. They also tagged who is likely in the photo, increasing their reach.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
Sometimes awards like this carry a bit more weight when it comes from an executive and you can easily curate a post like this for your Gaggle. Once you have the photo from the event in hand, create a LinkedIn Photo Activity and deliver it to an executive team member (you can create a group of one or of many—your choice). When it arrives in their ‘Things to Do,’ the post is ready to go, and all they need to do is select ‘Share on LinkedIn.’
Once the post is live, like some of the other recommendations, you can then add to your Gaggle for other members a ‘React to Content’ Activity or even a ‘Comment’ Activity. Likewise, extend the longevity of the award campaign by leveraging the ‘Question’ Activity to find out what employees think you have a great place to work. Their answer to the question becomes the post for LinkedIn, and you can recommend the link be added to the bottom of their response, tying it back into the link shared on the original post.
Partner/Channel Marketing
What is the intent of the post?
Let’s face it, when you post on social media as a business person, it should not always be a hardcore pitch for what you sell and what you do. It’s important to diversify your content. One such way to do that indirectly is leveraging your channel partners, just like the Director of Channel Sales at Intelisys has done here. It highlights a channel partner that uses or leverages the Intelisys product, without screaming ‘buy Intelisys.’
What does the post have going for it?
Who doesn’t like a good partnership or channel partner post? This post is geared toward a specific audience—managed print and IT services, and by tagging the partner in the post, it exposes this post to both Greg Birch’s audience as well as that who follows Marco Technologies, extending the reach. The simple use of the link in this post takes the reader to the Marco Partner Program. By the Marco team seeing greater exposure to their partner program, the greater the likelihood of taking on additional clients, increasing the usage of Intelisys products, resulting in a win-win for both parties.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
Use a LinkedIn Share activity for your executives. This is a really easy win for Greg, as the executive sponsor, to want to share as it highlights channel partners, which might be one of the easiest ways to get someone to share something—make it relevant.
Of course, if you want to take that engagement one step further, sprinkle in a ‘React to Content’ or ‘Comment’ LinkedIn Activity. Also, if you have a channel partner program, you should follow your channel partners on social. Use a ‘Follow Company’ activity to make that an easy ask to your Gaggle Members.
What is the intent of the post?
While our prior example looked at a company promoting one of their partner relationships, this one promotes the parent company of their organization. A post like this is two-fold: It promotes that RapidScale is hiring and that they’re backed by a much larger organization, Cox Enterprises. This is great for employer branding and also helps substantiate that they’re backed by a strong-performing company.
What does the post have going for it?
They’ve leveraged tagging and hashtags, which always help with scale and reach. Plus, what you might not notice is the gag.gl short link takes you to a post on the Cox Enterprises website, speaking to the company's speed of innovation and highlighting that there are career opportunities at RapidScale.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
This is a great example of a ‘LinkedIn Share’ Activity. Content-wise, it might not be something an executive would see or share on their own, but you can easily curate an activity leveraging this article to share. Likewise, back it up with a ‘Reach to Content’ LinkedIn Activity for other Members of the Gaggle.
What is the intent of the post?
While we showed an example earlier of the Director of Channel Sales promoting a channel partner, this is a slightly different positioning with the same intent—promote your channel partners.Here an Intelisys Solutions Engineer, Bob Faber, speaks engineer to engineer on how this channel partnership can help their organization.
What does the post have going for it?
They’ve leveraged tagging and hashtags, which always help with scale and reach. But, we really like that they affirm it's a quick read, three minutes is all you need.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
Positioning all employees, not just your executives, to participate in employee advocacy programs is as simple as changing the narrative. This speaks to engineers from an engineer, hitting on an aspect of the offering that would be helpful to their readers.
Likewise, this same channel partnership can be leveraged more globally by executive activation. Either way, the Activity is the same—’ Share’ on LinkedIn. Both as the same but you might choose different text depending on the group or audience you share it with.
Virtual Case Study
What is the intent of the post?
This is a great virtual case study, highlighting a video that speaks to how to Citizen Potawatomi Nation leveraged a Cohesity product to protect data from their tribe members. It reaffirms how a group could leverage its product and the impact it has on the peace of mind of tribe members.
What does the post have going for it?
The video (with captions) is the highlight of this post. It gives you a visual playbook around how the Citizen Potawatomi Nation recognized a need and how their adoption of a Cohesity product impacted their tribe's outcomes. Plus, video > text. Sure, you can still read the case study with the link on the post, but the video is super helpful to catch someone where they already are.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
Use the LinkedIn ‘Video’ Activity to serve any member of your Gaggle, including your executives, with a curated post with a short video. Coming from Mohit as the CTO and Product Officer speaks volumes because it is a use case of the actual product. And, like all other Activities, follow it up with a ‘React to Content’ or ‘Comment’ LinkedIn activity to extend your reach.
Event Promotion
What is the intent of the post?
Both of these posts are an excellent use of a physical event promotion targeted to a specific audience. See, the executive activator is Greg Birch who is the Director of Channel Sales at Intelisys and he’s inviting channel partners to mix and mingle after the upcoming Channel Partners Conference and Expo. Likewise, Morey Haber, the CSO at BeyondTrust, is an ideal authority to speak at the company's annual conference and why someone should attend.
What does the post have going for it?
The first post is eye-catching with the use of an image and emojis throughout. It also has a hard ask—attend the Late Night Party—without the need for registration yet. It simply puts the idea in your mind while mentioning that the registration opens next week.
Likewise, the second post has short and punchy text but includes a video with the branded event border that is particularly effective when endless scrolling.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
The first post itself can be achieved by leveraging the LinkedIn ‘Photo’ Activity and served to just this executive, but you could always serve it to others too. The second example can be achieved by using a LinkedIn ‘Video’ Activity. Like other posts, follow up either of these examples with a ‘Reach to Content’ activity for other Gaggle Members or, if you have channel partners or customers in your Gaggle, ask them to leave a ‘Comment’ (hopefully with their confirmation of attendance).
What is the intent of the post?
Just like the promotion of a physical event, you can easily drive registrations to your web-based events as well. This particular promotion uses a snippet on the topic of AI via a video clip to help promote the topic of the webinar.
What does the post have going for it?
When scrolling through your social feeds, it’s important to be a disruptor to get someone to stop their scroll, and this video does just that. It’s not your standard, well-manicured corporate promotional video, but rather draws your attention with the use of a border and emoji-like characters to capture attention in the feed.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
The post itself can be achieved by leveraging the LinkedIn ‘Video’ Activity and served to just this executive, but you could always serve it to others too. Like other posts, follow this up with a ‘React to Content’ Activity for other Gaggle Members or, curate additional ‘Share’ posts for LinkedIn that also leverage the registration for your webinar without the video.
Hiring and New Employee Announcements
What is the intent of the post?
A huge benefit of social media is the ability to reach a targeted audience with a specific message, in this post, a hiring opportunity. The intent is solely to expose this opportunity to his ripe sales audience.
What does the post have going for it?
It’s short, sweet, and to the point. And, while the image link used isn’t particularly exciting, it's recognizable as a job opportunity posted via Workable, a recruiting and hiring software solution.
Where the power of this post comes from who posted it—the Director of Sales exposing this opportunity to an audience that likely has many salespeople, some of which may be looking for a new opportunity (or know someone who is).
How you can replicate this initiative with your own executive sponsors in your Gaggle?
The post itself can be achieved by creating a LinkedIn ‘Share’ post for the team. Like other posts, follow this up with a ‘React to Content’ Activity to expose the post to additional audiences.
What is the intent of the post?
Introducing a new executive member to the team is always a great opportunity for an engagement increase on your social channel. It's an exciting time for both the company and the newly-hired executive.
What does the post have going for it?
Posted by the CEO, the post leverages tagging the newly-hired executive but the power comes in the tagged companies here. See, this position is charged with accelerating their global expansion and the big brand names tagged in this post are examples of customers they have done this for already. Plus, these are no small audiences, and tagging them promotes visibility to their networks, too.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
This style can be replicated with a well-constructed LinkedIn ‘Share’ Activity to a single executive, preferably a member of the C-Suite for this type of hire. Then, you’ll want to create two follow-up Activities:
- LinkedIn ‘Comment’ Activity - Ask members of the executive leadership to offer their congratulations publicly on this post. This increases the exposure to their networks, too.
- LinkedIn ‘React to Content’ Activity - Ask other members of your Gaggle to add their reactions to the post, increasing engagement and exposure.
What is the intent of the post?
Just like the prior example, executive hiring is a big deal. Whereas the prior example leveraged a LinkedIn ‘Share’ Activity, some companies prefer to make the announcement from their company LinkedIn page first, as you see here. The intent is the same but the execution is slightly different.
What does the post have going for it?
This post helps expose both the company's LinkedIn page as well as highlighting the executive activation post. While the company page shared the press release and tagged a channel partner, the executive sharing the post reaffirmed this announcement while exposing it to his audience who may or may not, follow GlobalLogic.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
If you want to make a similar announcement or simply want to leverage your company's LinkedIn page more, start with a post to your LinkedIn company page. Then navigate to your Gaggle, selecting the Activity for ‘Re-Share Post.’ Here you’ll locate the published post from your LinkedIn page and ‘Send to Gaggle,’ including your own instructions when a Member re-shares the company LinkedIn post.
Relevant Topical Trends/Thought Leadership
What is the intent of the post?
This is an excellent example of capitalizing on an industry-relevant discussion while highlighting a thought-leadership opportunity. See, there is really nothing to the post at all outside of driving the reader to a Forbes piece of content, but that Forbes piece of content was written by the person who shared it. This is important because it speaks to security concerns and the author is the Chief Security Officer for his company.
What does the post have going for it?
There really isn’t a post here, just a link to a third-party asset. But, that being said, it is just about the closest, most topical match in audiences. As the Chief Security Officer, this thought leadership content is likely addressing a stressor for all security officers, and his network is likely filled with like-minded individuals.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
This is a LinkedIn ‘Share’ Activity, but rather than curating a narrative in the message field, it’s just a URL to the content you want to serve. If you try this method, we’d strongly recommend you select the checkbox for ‘Allow editing’ so executives can add their own two cents should they want to.
Building Authority in the Industry
What is the intent of the post?
The intent of this post is to reaffirm a company standing on a third-party data report, awarding them as a leader. It’s great for reaffirming that the company does what it says it does in a specific vertical or space and is a very easy share for members of an executive team.
What does the post have going for it?
Driving the reader to a press release that delves deeper into the award and status, this post is both tagged to the company (Cohesity) as well as leverages a beautiful supporting image on the announcement itself.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
You can achieve this one of two ways:
- Use the LinkedIn ‘Share’ Activity - If the link you are using in the post goes to an owned asset and it already has a correctly sized and scaled social media meta tag, the link will be all you need to achieve this visual look.
- Use the LinkedIn ‘Photo’ Activity - If you are unsure about how your link will render, the photo activity allows you to add your own photo. The Message can still be curated with the URL but the photo will be shown rather than the linked image. You can still access a press release by clicking the link in the text rather than the image.
Boosting PR Placements
What is the intent of the post?
Who says an excellent PR placement can’t be taken a step further and promoted on social? Here, Ajay features their CEO’s recent appearance on a television segment for a major financial player. This post not only elevates their status among potential investors and future customers but, with really strong engagements, can drive home a request for future appearances.
In fact, before their acquisition, former GaggleAMP customer, Carbon Black, used this exact module to ensure multiple appearances for their CEO on CNN. You can read all about their efforts here.
What does the post have going for it?
The screenshot image used, coupled with the text in the post, are all really strong. The end game here isn’t to try to drive engagements back to their website but rather to point them to TD Ameritrade Network’s Trading 360, gaining additional exposure for the interview.
How you can replicate this initiative with your own executive sponsors in your Gaggle?
Use the LinkedIn ‘Photo’ Activity, which allows you to add your own photo to the post while still having a URL in the post content. Back it up with a ‘React to Content’ Activity among other members to keep the engagement strong and the press engagement visible to the host.
Now that we’ve been through a number of ways you can slice and dice your content strategy within GaggleAMP, we hope you feel better prepared with how to serve content to your executive ambassadors. Most are more than happy to share on social media but you need to remember: keep it relevant to their audience and in a voice that sounds like them. From there, reap the benefits from the added executive exposure.