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From [email protected]
Alex, I wanted to let you know about a new service Monkwell is offering. We see major new opportunities for business leaders on LinkedIn. Of course, it is still primarily about getting a new job or cold-messaging people you don’t know with exciting services they don’t want. But we now see something more.
The opportunity springs from the toxic nature of other social media. Post on X and you risk being deluged with vitriol. But with determination and persistence you can use LinkedIn to build up a serious audience for your business, your ideas and most importantly — yourself. It’s a lot of work but the upside is you can become an influencer without ever needing to film yourself in Dubai. Although on LinkedIn we don’t say “influencer”, we say “thought leader”.
One survey (by the company obviously) shows that 85 per cent of FTSE CEOs have a LinkedIn presence, whatever that means. It’s still utterly about self-promotion but you can position it as a brand-building tool for the business. I’m using it a lot more myself with very clear benefits for my, ahem, our, brand.
We’ve just taken on a super smart woman called Lisa (cc-d) with years of social media and influence experience, including at LinkedIn, to work with clients and, of course, their in-house comms team on this. Let me know if you are interested.
Rutherford.
Find me on Strava, KoM Sydenham Hill, London to Brighton 3 hrs 04m, Al Jubailah/Bawdah Loop — 42 mins
From: [email protected]
That’s great news Alex. Lisa and I are looking forward to working with you on this. It may involve a lot of activity while we build up your following. Some people post incessantly but you are C-suite and we want people to notice and read your output, so a bit more scarcity is preferable. Lisa recommends a few planned posts, themes you have been thinking about, advice on how others can learn from what you are doing. People love to read about your working day; how you think about big issues and every one of these is an opportunity to sell yourself and the business.
And then we throw in some topical stuff — for example, how can we turn Trump into an opportunity? Is DEI now DOA? (although that’s dangerously interesting for LinkedIn). The posts don’t have to be long — two or three pithy pars is fine. Commenting on others’ posts will build up followers but I wouldn’t do too much of that much unless they are really big names who you want to follow you. On LinkedIn, you only network upwards.
Obviously people are looking for this to be authentically you, so given the pressures on your time, you might want to consider hiring someone you trust as your authentic voice.
Rutherford.
Find me on Strava …
From: [email protected]
Oh don’t worry about that. It’s LinkedIn, no one expects authentic authenticity.
Rutherford.
Find me on Strava …
WhatsApp to Alex: Hi Alex, I’ve been looking at the posts. Great start but I just wonder about some of the pieces the woman you hired to be your authentic voice is posting. There’s a lot that reads a bit like a corporate press release. Broaden it out. Views on working from home do well. Have you got anything about what you’ve learnt from your children? Or your visit somewhere unusual and inspiring. “As I gazed out over the (insert landmark here) I could not help but reflect on . . . ” That kind of thing. Get your authentic voice to give a bit more of yourself.
WhatsApp to Alex: Also get her to find a couple of others’ posts worth chipping in on, if you don’t have time yourself. One concern: some of your authentic voice’s posts make you sound like a 25-year-old junior employee. Just checking, is your authentic voice by any chance a 25-year-old junior employee?
WhatsApp to Alex: She is. I see. Might it be better to get someone who is a bit more like you? Are you sure you like Sabrina Carpenter? Could you name any of her songs?
WhatsApp to Alex: Alex, bit of a problem. It looks like your authentic voice has her own LinkedIn profile where she describes herself as your voice. This is not entirely helpful and could leave you open to mockery. Can you explain the concept of ghost writing to her?
WhatsApp to Alex: Well yes, it might be quicker if you just do it yourself. We could give it a try. Lisa is happy to sense check things for you.
WhatsApp to Lisa: He’s posted what? How is that joke appropriate? Doesn’t he check it with anyone?
WhatsApp to Alex: Yes, I saw the backlash. Let’s regroup on this next week. Maybe authenticity is not what we should be aiming for.