How to Use Social Media to Build Thought Leadership

One of the most popular terms in marketing today is “thought leadership”, and while some use it as a buzzword to describe any authority gained on a subject, the reality of the process goes much deeper than that.

Becoming a thought leader means positioning yourself or your company as an expert within your field, the place people go first when they want answers, ideas, or analysis. Sure, consumers still want to hear about specific products, and promotional content will continue to draw interest and drive traffic and sales, but when a business is able to elevate its status to that of a thought leader, it means that users are seeing them as something different than a sales medium.


Research shows that some 96% of all B2B companies want more content from industry thought leaders. Through an effective thought leadership program, you can build brand equity, and consumers and other businesses will end up looking to you for answers, and will trust what you have to say. This can provide you with a terrific opportunity to share your views, and shape the conversation, which then creates more sustainable growth than a single product or concept.

Social media offers the most direct access to consumers on the internet, so it should be the focus of any thought leadership strategy. Here are eight social media-related methods that can be used to boost your reputation as a thought leader.

1. Provide Quality Content

It should almost go without saying that you need to provide excellent, timely content on a regular basis as part of any thought leadership program.

The internet is rife with information, but much less forthcoming with compelling, thoughtful articles that do more than simply promote a product. When social media users begin to recognize your content, and associate you with intriguing content and impartial advice, that’s when you have the opportunity to have an impact in thought leadership.


New Report Shows People Continue to Get News from Social Media, Even Amid Accuracy Concerns

With all the discussion around how social platforms can be used to fuel divisions within society by facilitating the spread of fake news, and reinforcing filter bubbles due to algorithms showing users more of what they agree with, the latest Pew Research study on social media news consumption comes at an important time, and underlines, yet again, why this is a significant area of concern.

According to Pew’s latest data, which incorporates responses from more than 4,500 Americans, 68% of American adults say that they now get at least some news coverage from social media, making it an influential source of updates on the latest issues and affairs.

A chart from the latest Pew Research social media journalism report

4 Social Media Trends in Healthcare This Year


1. Video is King

Video is quickly becoming the main source of content for many brands. Cisco projects that 80% of online traffic will be driven by video content by next year. About 80% of social media users say they’d rather watch a video than read text.

When it comes to healthcare content, mobile video will likely be the best bet for marketers. Video content and live streaming has a unique way of engaging viewers.

Harvard’s T.H. Chan School of Public Health posts live broadcasts on their Facebook page regularly. Medical supplies company Avacare Medical routinely posts videos on their Facebook page that features educational or uplifting content.

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