In this episode of Content Logistics, hosts Baylee Gunnell and Dallion Durán-Ballén chat with Ashley Mason, founder of Dash of Social, to discuss leveraging C-suite executives’ personal brands for company awareness on LinkedIn. Ashley shares valuable insights on how B2B companies can tap into their leadership’s social media presence to expand reach and engage with potential clients.
Ashley emphasizes the importance of using executives’ existing networks on LinkedIn to amplify company messages. She suggests starting with low-commitment posts, such as one per week, and gradually increasing frequency as comfort grows. A key strategy Ashley recommends is recording conversations with executives and using transcripts to create authentic social media content. This method ensures the posts maintain the executive’s voice while minimizing their time commitment.
The discussion covers practical tips for managing up and overcoming C-suite hesitation about social media engagement. Ashley advises marketing teams to educate executives on the minimal time investment required and the potential benefits of consistent posting. She also introduces the concept of content buckets or pillars to organize topics and ensure a balanced mix of content types, making it easier for busy executives to contribute.
Analytics and tools for streamlining social media efforts are also explored. Ashley stresses the importance of focusing on meaningful engagement metrics like comments, shares, and website traffic rather than vanity metrics like post likes. She recommends using social media schedulers, project management systems, and video editing software to create efficient, data-driven social media strategies. The conversation concludes with insights on finding the right partners for collaborations on social media, emphasizing the importance of mutually beneficial partnerships that expand reach and provide value to audiences.
Throughout the episode, Ashley, Dallion, and Baylee provide practical advice for B2B companies looking to enhance their social media presence through executive thought leadership. They emphasize the long-term benefits of consistent, authentic engagement on platforms like LinkedIn, offering listeners actionable strategies to implement in their own marketing efforts.
Featured Guest
Name: Ashley Mason
What she does: Founder
Company: Dash of Social
Noteworthy: Ashley Mason is a graduate of Stonehill College, where she received her Bachelor’s Degree in Business Administration with a concentration in Marketing. She is a TEDx speaker, has been named a 40 Under 40 Honoree by Cape & Plymouth Business Media, and was recognized as Best Social Media Specialist by Boston Business Women.
Featured Guest
Key Insights
Leverage C-Suite Personal Networks for Brand Awareness
Personal LinkedIn profiles of C-suite executives are untapped goldmines for expanding brand reach. These profiles often outperform corporate pages in engagement and connect with industry peers and potential clients. By marrying corporate content with personal profiles, companies can amplify important messages and tap into executives’ years of network-building. This strategy allows businesses to connect one-on-one with a broader audience, showcasing company culture and thought leadership. To implement this effectively, start with low-commitment posts, gradually increasing frequency as comfort grows. Record conversations with executives to generate authentic content that aligns with their voice and expertise. This approach not only expands reach but also humanizes the brand, fostering stronger connections with potential customers and industry partners.
Consistency Trumps Frequency in Social Media Marketing
When it comes to social media marketing, consistency proves more crucial than frequency. Establishing a regular posting schedule, even if it’s just once a week, helps build audience expectations and engagement. This approach is more sustainable and less overwhelming for busy executives and marketing teams. Start with a manageable cadence and gradually increase as content creation becomes more comfortable. Use content buckets or pillars to organize topics and ensure a balanced mix of content types. This strategy allows for better planning and reduces the risk of burnout from trying to post too frequently. By focusing on consistency, brands can maintain a steady presence, nurturing audience relationships over time without the pressure of constant daily posts across multiple platforms.
Analytics and Tools Streamline Social Media Efforts
Effective social media marketing relies on understanding performance metrics and using the right tools. Focus on meaningful engagement metrics like comments, shares, and website traffic rather than vanity metrics like post likes. These deeper analytics provide insights into content resonance and audience behavior. To streamline efforts, use social media schedulers to plan and automate content distribution. Project management systems help visualize marketing efforts across channels, while video editing software like Descript can simplify content creation. When reporting to executives, emphasize the long-term impact of brand awareness over immediate conversions. Remember that not all engagement is visible – followers may consume content without interacting publicly. By leveraging these tools and insights, marketers can create more efficient, data-driven social media strategies.
Episode Highlights
Efficient Content Creation through Recorded Conversations
Ashley Mason shares a time-saving strategy for creating authentic social media content for executives. By recording conversations and using transcripts, marketing teams can efficiently produce posts that maintain the executive’s voice and expertise. This method allows for capturing valuable insights while minimizing the time commitment from busy C-suite members. It also ensures accuracy in representing the executive’s thoughts and perspectives.
“Before I actually started taking transcripts and recording these calls, I used to like furiously type notes down or write as fast as I could in my notebook. And I found that I was constantly missing things because I just couldn’t type or write that fast. And when you’re being able to just record someone’s conversation candidly, you also get an idea for how they speak or phrases that they might use.”
Managing Up: Overcoming C-Suite Hesitation
Addressing the challenge of getting busy executives on board with social media engagement, Ashley suggests starting with low-commitment posts and gradually increasing frequency. She recommends recording conversations with executives to generate authentic content that aligns with their voice and expertise. This approach saves time and ensures that the content remains true to the executive’s perspective.
“I think it can feel very overwhelming to a busy executive to go from 0 to 100 very quickly. Being able to just start with a super low commitment of maybe one post per week and then working your way up there as you have more content and feel more comfortable posting more frequently. That will be your fastest track to success.”
Importance of Website Traffic in Social Media Analytics
Ashley discusses the significance of website traffic as a key metric in social media analytics. While engagement metrics like comments and shares are valuable, driving traffic to the company website should be a primary goal. Ashley views social media as a vehicle for nurturing interest and guiding potential customers to take the next step in their buying journey. This perspective helps align social media efforts with broader marketing objectives.
“I view social media as a vehicle where you use it to build that community and get people engaged and start to feel like they’re interested in what you have to offer. But then your social media drives people to your website, and it’s your website that should be the one to convert these people to either reaching out for a consultation or purchasing a product on your site.”
Collaborations and Partnerships in Social Media
Ashley shares insights on finding the right partners for collaborations on social media. She suggests thinking about products or services offered and identifying professionals who serve the same ideal client base. This approach can lead to mutually beneficial partnerships that expand reach and provide value to audiences. Ashley emphasizes the importance of ensuring collaborations are low-lift and beneficial for both parties involved.
“I always recommend thinking about: one, of course, the products or services that you offer. Who your ideal clients or customers are and then think about the types of people or types of company that would service those same people that you’re looking to have as your ideal client or customer base.”
