In today's digital age, social media has become an indispensable tool for businesses to connect with their audience. Hootsuite CEO Irina Novoselsky shares her journey from a passive consumer to an active content creator on platforms like LinkedIn. She emphasizes the importance of authenticity and direct engagement with customers for CEOs. Novoselsky reveals how overcoming initial fears led to building a robust online presence that resonates with both clients and peers.

The Shift from Consumer to Creator

Before assuming the role of CEO, Novoselsky was deeply immersed in social media as a consumer but never considered herself a creator. Her transformation began when she realized the evolving responsibilities of top executives. Recognizing the necessity to interact directly with customers online, she started creating content, acknowledging that leaders must adapt to where their audience is. This shift not only enhances customer relations but also boosts brand visibility and trust.

The transition from merely consuming content to actively producing it can be daunting. Many executives hesitate, often delegating this task to younger team members. However, Novoselsky stresses the importance of personal involvement. She explains that authentic communication builds stronger connections with customers. Despite initial apprehensions, her efforts have been met with overwhelming support, proving that people value genuine voices over polished corporate speak. Through this experience, she learned that vulnerability and transparency are powerful tools in leadership.

Authenticity and Control in Social Media Engagement

Novoselsky chose LinkedIn as her primary platform due to its professional environment and engaged audience. By dedicating time daily to engage with others' posts and share her own insights, she has significantly increased her follower count. Creating video content became easier for her than writing, allowing her to express thoughts more naturally. These videos offer glimpses into her personal and professional life, fostering relatability and trust with her audience.

Maintaining control over her content remains crucial for Novoselsky. While she values input from her social media team, ensuring the final product reflects her true voice is paramount. Authenticity, she believes, is non-negotiable for leaders. Sharing personal stories, including moments of self-doubt, has made her leadership journey more transparent and relatable. Embracing emojis and showing her genuine self in videos has simplified her leadership style, making it more approachable and effective. Ultimately, putting one's thoughts out there, despite the fear, is a vital aspect of modern leadership.