Not only have I been asked to ghostwrite social posts for CEOs, I've also done that AND sat in hours-long conversations about how marketers should be doing that.
I think that's wrong.
If your CEO cares about sales, their hard-earned, hard-fought-for thoughts should be 100% authentically and unmistakably theirs. And if time is what's keeping them from doing it, they're probably thinking about it too hard.
They earned (hopefully) their spot. The people want to hear what they have to say. Not the marketing intern who is completing their last semester of college.
People can sniff out inauthenticity.
It works. But it could be so much better 🤌
I think it works. You can write their posts. Have them give you their thumbs up. Post the thing for them.
That's what I did. I was asked "Sam, write a thought for me on X financial automotive trend."
I'd google. I'd wrestle with it. I'd send it to the CEO with 70% confidence. And, within seconds get a thumbs up.
...wait...did they even read it? Oh well. Job done. Post.
Guys, not only do I not know a single thing about financial automotive trends I also do not care.
So, I'd post the thing, it'd get 15 likes, a quick "great post, CEO" comment (probably from some other marketing intern in charge of some other CEO's social media).
But imagine if the thought was real. The internet would be a much more interesting place. Engagement and discourse (I presume) would be much better.
The software world does this pretty well
Founders and CEOs in software tend to actually be on the internet. They'll share their opinions, build in public, respond and engage with customers. And you can tell it's them.
Taylor Otwell, for example. He talks about Laravel, and also about building things, culture, goals, dreams, family. It's authentically him.
Same with DHH. Gosh, actually there are so many. Their social presence is basically an extension of how they think.
And that's why their content works. It really makes you feel like you're a part of what they are building. You get the inside scoop, and honestly, they're in the comments. Something you say might actually be put into consideration as they build. (at least that's how they make you feel and that's the point!)
If you're asking people to trust your CEO enough to buy from them, maybe they should actually get to know the CEO.
Marketing's job isn't to be the CEO
Marketing can be helpful in pushing CEOs to post something. Like an event you're planning and you want the CEO to let the world know.
But when it comes to real thoughts, opinions, and the way they're thinking about building, let the CEO own it.
I said it once, I'll say it again. The internet just doesn't need more dull thoughts and opinions. Let's keep it interesting!