Most leaders think they’re ticking the social media box by posting generic content or outsourcing it to someone who doesn’t understand their brand. Then they wonder why their engagement is flat, their audience is stagnant, and their efforts feel like a waste of time.
Here is the truth. Social media is a powerful tool for building authority, trust, and influence, but only if it’s done right. Posting for the sake of it or churning out shallow content is worse than not posting at all.
If you are a CEO, MD, or senior leader, you don’t have time to post crap. You need a strategy that delivers impact without eating up your schedule.
Relentless Content: Focus on Value, Not Vanity
Social media is full of noise. If you want to stand out, stop adding to it. Your audience does not care about buzzwords, over-polished videos, or generic motivational quotes. They care about substance.
Ask yourself, what does your audience need to know, feel, or believe to see you as a leader worth following? Share insights, stories, and lessons that resonate with their challenges.
Instead of posting, “Success is a mindset,” try sharing a story about how you overcame a major challenge in your career. Be real, be specific, and deliver value.
Resilient Messaging: Build Consistency into Your Presence
The best leaders don’t just show up when they feel like it. They are consistent, whether in the boardroom or online. Your social media strategy should reflect that same resilience.
Start with a simple plan.
Post three times a week. Share a mix of original thoughts, success stories, and lessons learned.
Stick to one or two platforms where your audience is active, whether that is LinkedIn, Instagram, or Twitter.
Engage with your audience. Reply to comments, answer questions, and build conversations. Social media is not a megaphone; it is a dialogue.
If you show up regularly with valuable, honest content, your audience will keep coming back.
Redefining Social Media for Leaders
Social media is not about self-promotion; it is about leadership. The best leaders use these platforms to inspire, educate, and connect.
Here is how you can redefine your social media presence.
Position yourself as a guide. Your audience is the hero of the story, not you. Share content that helps them solve problems, overcome challenges, and achieve their goals.
Show your human side. People connect with people, not faceless brands. Share personal anecdotes, lessons from failure, and glimpses into your life outside of work.
Focus on quality over quantity. A single well-thought-out post is worth more than a week of rushed, irrelevant content.
Align every post with your values. If it doesn’t reflect what you stand for, don’t post it.
How to Create a Social Media System That Works
You don’t need to spend hours on social media to make an impact. Build a system that saves time and delivers results.
Batch your content. Set aside one hour a week to plan and schedule your posts. Use tools like Buffer or Hootsuite to streamline this process.
Recycle your best content. A great post doesn’t need to be a one-off. Repurpose it into different formats (quotes, videos, or infographics) to extend its lifespan.
Delegate strategically. If you are outsourcing, ensure the person handling your content understands your voice, values, and audience.
Track what works. Pay attention to which posts resonate most. Use that data to refine your strategy and double down on what your audience responds to.
Why This Matters: Social Media Equals Influence
As a leader, your social media presence is not just about visibility; it is about influence. It is a tool to connect with your audience, build trust, and shape the narrative around your brand and leadership.
You don’t need to dominate every platform or post every day. What you need is a strategy that reflects your vision, delivers consistent value, and positions you as a leader worth listening to.
Final Thoughts
Social media done right is a game-changer. Done wrong, it is just noise. If you want to stop posting crap and start building a presence that reflects the leader you are, take ownership of your strategy. Be relentless in delivering value, resilient in showing up consistently, and willing to redefine what social media means for your brand.
When you are ready to cut through the noise and build a system that works, drop me a message.
Until next week,
Glenn out!
