Richard Branson once said, “You can’t lead from behind a desk.” Today’s leaders are expected to be both visible and vocal online, even when it feels uncomfortable. How can executives build a meaningful digital presence without compromising their boundaries?

Twenty years ago, a leader’s message was delivered through press briefings, internal memos, or interviews. Today, it’s shared through 280-character posts, livestream Q&As, and LinkedIn post reflections. While social media was once seen as a fringe activity – more of a distraction than a tool – it now has the potential to be a central pillar of modern leadership.

For executives the challenge isn’t whether to speak; it’s how to show up in a world where leadership is expected to be tuned in and responsive to the conversations that matter. Social media offers something traditional communication channels can’t: immediacy, visibility, and human connection. Used wisely, it amplifies leadership. Used carelessly, it risks reputational damage. One thing remains clear: in the digital age, silence isn’t neutral. It’s conspicuous.

Mike Dergis, Managing Partner at Signium US, shares his thoughts: “Social media is central to how customers engage, how employees advocate, and how reputations rise or fall. As a result, the role of leadership communication is evolving fast. It’s public and completely open to scrutiny. This places a lot of additional pressure on leaders, many of whom simply want to focus on leading their teams the way they used to.”

How is social media changing leadership?

The days of filtered messages passed down through layers of PR are fading. Today, people look for the executive voice in real time – not just at shareholder meetings but in comment threads, the LinkedIn scroll, and the social feeds where reputations are shaped.

Social media has become a direct line to multiple stakeholders: employees, clients, partners, future hires, and the public. These platforms flatten traditional hierarchies and humanize even the most senior leaders. They offer a place to show the work and not just talk about it, which in the end, really matters. According to Sprout Social’s 2024 Pulse Survey, 78% of consumers now say a brand’s social presence impacts their trust in that brand more than it did a year ago. When it comes to the executive voice online, that trust is earned through presence and consistent communication that feels real.

●   Leadership is evolving, and culture is the frontier

This shift marks a broader evolution in what leadership is. Leaders are being seen as more than decision-makers. They’re expected to cross boundaries: to be inclusive, culturally fluent, and attuned to the perspectives of diverse global communities. Social media becomes a space where those qualities are tested and made visible.

●   Social media is a reputation engine

A leader’s digital presence now acts as a kind of reputation engine. The content a leader chooses to post mirrors their perception, but also begins to actively shape it. The consistency and character of that presence can influence everything from brand credibility and investor confidence to talent attraction and internal company culture.

●   Human connection is what breaks through

The business landscape is flooded with automation and corporate noise. It’s the human element that has the potential to break through. A candid reflection, a thoughtful comment, or a visible moment of listening can carry more weight than a polished campaign.

“It’s not about perfection,” says Dergis. “Years ago, it was impractical and almost impossible to get to know a company’s C-suite leaders. Today, executives who authentically engage in the digital space create genuine follower connections – with themselves and the business they represent.”

How should executives use social media as a leadership tool?

Being visible is only part of the equation. To use social media effectively, leaders need to be intentional about what they share, where, and how. Every platform has its own rhythm, audience, and unwritten expectations. The key is knowing which platforms best support your voice and leadership goals.

1. Choose the right platform

Social media platforms vary. Some are necessary, and some are nice-to-have. A high-quality presence on one or two platforms is more valuable than erratic noise across many.

●     LinkedIn is ideal for B2B engagement, thought leadership, and employer branding.

●     Twitter/X favors brevity, personality, and real-time industry commentary. It’s a good fit for leaders willing to share perspectives, respond in the moment, and occasionally challenge the status quo.

●     Instagram and Facebook offer a more personal, informal space for leaders to embody company culture and humanize their role. Here, they can build connections through behind-the-scenes moments and community engagement.

●     TikTok is one of the fastest-growing platforms and is especially engaging for younger audiences. For leaders in consumer-facing or innovation-led sectors, it offers an opportunity to create short, informal videos that share values, personality, or creative thinking.

●     YouTube is ideal for long-form content that establishes authority and reinforces the organization’s mission, from deep dives into strategy to thought leadership interviews.

2. Align voice with values

A leader’s tone, values, and leadership style should be clearly reflected on their online channels, whether responding to a comment or publishing a long-form piece.

“Our social media presence should be a natural mirror of our leadership identity,” says Dergis. “Because of their visibility, executives have a heightened responsibility in how they engage online. There’s little room for inflammatory or reactionary content… even bold ideas must be shared with clarity, integrity, and respect. In moments of change, crisis, or public scrutiny, that alignment between message and values becomes especially critical.”

3. Engage – don’t just broadcast

A common mistake that leaders make when using social media is treating it like a megaphone, using it to broadcast brand messages. Social media is a global conversation, where commenting, resharing employee and partner wins, and acknowledging follower engagement go a long way in cultivating loyalty and influence.

Leadership communication coach Jennifer McClure notes: “When a CEO likes a post or comments on an employee’s milestone, it sends ripples across the culture. It signals attention. It makes people feel seen.”

“Two-way interaction turns communication from something you send into something you share,” says Dergis. “It shows you’re paying attention, and that you care. When leaders listen and respond, it creates a simple but powerful sense of mutual respect and psychological safety. That becomes a reputation people want to stand behind.”

4. Mix it up: Content variety matters

Leadership is multi-dimensional, and an executive’s social media content should reflect that depth, too. There are many stories that a leader’s social media platforms can tell:

●     Company milestones and business advice

●     Personal stories or leadership lessons

●     Short videos from conferences or events

●     Curated industry news

●     Behind-the-scenes glimpses

●     Partner and stakeholder accolades

Authenticity is a leadership advantage

If one thinks about leaders who leave lasting impressions, it’s rarely because they were the most polished or scripted. The Edelman Trust Barometer 2025 finds that leaders earn more influence through compassion than through positions of power. Displaying transparency, empathy, and even small moments of vulnerability can help build the kind of trust that perfection can’t deliver.

“Authenticity is a strategy as much as it is a character trait,” says Dergis. “It reminds people that behind every title is a human being. Whether navigating tough decisions or sharing moments of pride, the most effective leaders bring their whole selves to the conversation.”

Be transparent — Especially when it’s hard

Moments of adversity are also moments of truth. In a crisis, silence or overly sterile messaging erodes trust.

Social media gives leaders a direct line to their stakeholders during difficult times. Addressing challenges openly, in real time, demonstrates accountability and signals the moral clarity and courage needed to lead when it’s hardest to do so. When that transparency feels sincere, it becomes less about damage control and more about leading with integrity when it matters most.

Showcase values and culture

It’s easy to talk about culture – it’s harder to live it. Social media offers leaders the opportunity to show, not just tell, what their organization stands for.

Values might be defined by what’s written in a mission statement, but they’re truly revealed in everyday decisions, priorities, and how people are treated. When leaders highlight moments like inclusive hiring, employee recognition, team volunteering, or group resilience through change, they’re using powerful storytelling to reinforce what really matters inside the business.

“People notice when leaders live their values,” says Dergis. “For employees, clients, and future talent, these glimpses offer something no glossy campaign can replicate: credibility. A photo, a comment, a small gesture posted online… these prove that culture isn’t just talk.”

Shape a thoughtful personal brand

For leaders, a personal brand is the story people tell about them when they’re not in the room. This is shaped as much by how a leader communicates online as it is by how they lead offline. A thoughtful personal brand begins with self-awareness, not self-promotion. What do you stand for? What values guide your decisions? What kind of culture do you model?

Leaders who define this clearly by reflecting it in their tone, content, and online presence build credibility that sticks. That doesn’t mean crafting a perfect image. The most effective leaders make space for vulnerability, perspective, and reflection. By doing so, they invite deeper connection with their teams, peers, and broader audience.

What should one avoid? Inauthenticity, for one. A brand that feels manufactured will likely miss the mark. A lack of engagement – speaking at people instead of with them – can make even the smartest voice feel detached.

On a practical front, an executive’s social media presence is a snapshot in pixels:

●     Keep profile biographies updated with leadership roles and purpose.

●     Use a recognizable, professional photo.

●     Highlight areas of expertise and passion (e.g., digital transformation, future of work, DEI).

●     Including hobbies or personal interests can add dimension and reflect the person beyond the professional role.

Richard Branson, the founder of Virgin Group, offers a compelling example of how leaders can authentically embody their brand values through personal branding. Combining business acumen with personal authenticity, he has made his brand relatable and influential.

●     Branson’s personal brand thrives on storytelling that reflects his adventurous spirit and entrepreneurial journey. He shares narratives that highlight his experiences and challenges, which resonate with a broad audience.

●     Maintaining a consistent tone – energetic, visionary, and optimistic – reinforces Branson’s brand identity, helping to build trust and recognition among his audience.

●     Branson actively engages with his audience, responding to comments and participating in discussions. This level of accessibility humanizes him, creating a sense of community and approachability.

●     He effectively integrates his personal values with his business endeavors, showcasing causes he supports and initiatives he leads. This alignment reinforces the authenticity of his brand and its commitment to broader societal values.

●     Branson doesn’t shy away from sharing failures, which adds depth to his personal brand. This openness encourages a culture of learning and resilience.

“Branson proves that you don’t have to choose between being human and being powerful,” says Dergis. “In fact, the most impactful leaders today are the ones who are willing to be both.”

Top social media challenges executives face

The pressure to be visible and always “on” can be as exhausting as it is empowering. Here are a few of the most common friction points faced by leaders today:

1. Criticism is public

Once a message is out there, it’s open to interpretation and critique. High-profile leaders are especially vulnerable to online scrutiny. Whether fair or not, social media responses can spread quickly, shaping public opinions as they go.

2. Tone can be misread

Without body language or context, even well-intentioned posts can land the wrong way. A phrase meant to be lighthearted might come off flippant, and serious reflections might seem distant or staged.

3. Boundaries blur

Where does the leader end and the person begin? Sharing personal stories can build trust, but oversharing can feel uncomfortable or inappropriate. Knowing what to keep private and what to make public isn’t always clear-cut.

4. Time and fatigue are real

Social media can easily become another task in an already overloaded day. For leaders managing teams, crises, and strategies, the idea of “being active online” often feels unsustainable.

How to navigate these challenges

None of these challenges are deal-breakers, but they do require thoughtful strategy and support:

●     Working with social or communications teams may alleviate the load, but a leader’s tone, perspective, and decisions should remain theirs.

●     Prepare for tough moments. A clear crisis communication plan ensures responses don’t feel scrambled when stakes are high.

●     A realistic cadence (weekly, bi-weekly, or monthly) builds presence without burnout. One doesn’t need to post often; they need to post intentionally.

●     Leaders who schedule time to engage can make their presence feel human and grounded, even if it’s only 10 to 15 minutes a week to comment, react, or respond within their online communities.

●     It’s important for leaders to know their personal guardrails, deciding upfront what topics, stories, or personal moments are off-limits. Boundaries protect energy and authenticity.

Building belief: Presence is the new power

Social media isn’t a distraction from “real” leadership; it’s where modern leaders connect with the world. In the constant hum of online chatter, it’s the voices that ring true that people remember.

People want to believe in those who lead them – not because they’re flawless, but because they’re willing to be seen. The most trusted leaders today don’t hide behind positions of power or shiny images. Instead of leading from a distance, they use a thoughtfully crafted digital presence to engage with their followers, making space for dialogue, even when it’s uncomfortable.

Dergis concludes, saying: “One post, one story, one small gesture at a time, a leader who uses social media cleverly builds more than influence – they build belief. And that, more than anything, is the ultimate in influential power.”

www.signium.com