This insights post is a summary of the blog post published by Dix & Eaton. View the full post at: Give your execs a measurable glow-up on LinkedIn.
If you’re responsible for helping your executive team build a presence on LinkedIn presence, you know it can be challenging. With thought leadership is in high demand, it can be hard to break through the noise and make an executive into a leadership signal.
By doing a LinkedIn Thought Leader Audit, you can create a benchmark as a starting point to measure progress. This structured, 3-step process gives communications and marketing teams a concrete method to evaluate progress for a thought leader, ability to build a strategic roadmap and set measurable goals – all backed by data.
Step 1: Define the Baseline
Creating a baseline will help to improve a thought leader’s presence. It is the starting point upon which you can measure progress. Start with an individualized assessment of each thought leader using a custom scorecard, ranking them on a scale from 1 to 5 based on key factors:
- Is their profile fully optimized (photo, headline, summary, vanity URL, etc.)?
- How often are they posting, sharing, or engaging?
- Are they providing meaningful commentary, or just reacting to posts?
Step 2: Provide the Roadmap
After a baseline a score (from 1 to 5) is created, the next step is to categorize the executive into one of three development levels:
- Beginner – Just getting started with posting and engaging (generally those who score 1 or 2)
- Intermediate – Adding thoughtful commentary, optimizing their profile (generally those who score 2.5 to 3.5)
- Advanced – Posting original content, driving discussions, and building influence (generally those who score above 3.5)
When doing an audit, most fall into the beginner and intermediate categories. That means there plenty of room for growth. As they get going on improving their level, it will be important to identify the topics and trends they should engage with to build out their platform.
Step 3: Assign the Goals
To keep momentum going, you should set specific, trackable goals tailored to each thought leader’s level. Common goals include:
- Increasing follower count and connection requests
- Posting more frequently (beyond the occasional company resharing)
- Engaging with relevant content in a way that adds value
The Outcome
For teams managing thought leadership programs for executives, success isn’t just about posting more. For social channels like LinkedIn, it is about improving engagement and reaching the right audience in measurable and impactful way.
To see charts and scorecards to help you think about progress along the way, read the full post at: Give your execs a measurable glow-up on LinkedIn.
