For executives hesitant to post, a great starting strategy is to commit to only commenting on five posts per day for a few months. This builds comfort with the platform and grows their network before they have to create original content.

To avoid being pulled in multiple directions, proactively survey your leadership team to define their top goals for social media. Consolidate their varied answers into three "north star" objectives. This creates a clear mandate and gives you leverage to decline off-strategy requests by referencing their own agreed-upon priorities.

Feed transcripts from a CEO's calls (via Gong or Fathom) into ChatGPT and ask for recurring patterns and stories. This is a highly efficient way to surface authentic, important ideas for their LinkedIn posts.

Relying on a single executive for social presence is a missed opportunity. Training all employees to share insights creates a collective reach that generates more leads, attracts better talent, and builds a more authentic company brand.

With the consolidation of traditional media, business conversations have moved to platforms like LinkedIn. Positioning it as the modern way to do PR helps justify investment beyond simple lead generation metrics.

To get leadership buy-in for a social media initiative, frame it as a short, time-bound experiment like a single quarter. This is much easier for stakeholders to approve than a vague, indefinite commitment to 'do social media'.

Demystify LinkedIn by treating it as a physical conference. Your profile is your professional attire, your content is your keynote speech, and commenting on others' posts is networking during the coffee break. This makes platform functions intuitive and purpose-driven.

The most strategic use of LinkedIn is to treat it as your primary blog for business and marketing insights. This reframe from "social channel" to "media channel" builds an invaluable asset that generates credibility, relationships, and revenue.

Effective LinkedIn ghostwriting for busy experts doesn't involve creating ideas from thin air. The most efficient and authentic method is to leverage their existing long-form content—like YouTube videos or email newsletters—and skillfully repurpose it to fit the LinkedIn format.