The Vanguard Network supports senior executives as they build high-performance organizations and take their leadership, and their teams, to higher levels. They also help top leaders develop a meaningful sense of purpose and culture that will deliver results for their organization — and catalyze change when needed.
In 2023, I worked with the networking and advisory group on their social media accounts, especially their LinkedIn presence, and launched a successful newsletter (the first of its kind at the company). I led the social media strategy of the company as well as managing the social media accounts. I created content and collaborated with the content team. I also presented monthly and annual reports to the team.
It’s noteworthy that in 2023, The Vanguard Network (TVN) LinkedIn increased by 20.96% followers. From the start of the year to the close, there was a 47% increase in the average engagement rate. All of these stats reflect one thing: the engagement on TVN Linkedin grew sustainability and organically with an audience that grew and interacted with content.
I also tested out other social media platforms (YouTube, Instagram, and TikTok) and found that after two quarters of trying to grow, none of their efforts except LinkedIn were successful. It’s always an important lesson with social media: go where your audience is! By pivoting when the Agency did, they were able to significantly improve the LinkedIn performance.
The LinkedIn success was achieved in a number of ways:
I tested out a number of different types of content (longer more opinion-like copy, video content from their extensive library, highlighting blog posts, etc.). Once they determined which content was performing best, I created more of it. It eventually had the desired ripple effect.
I leveraged the CEO’s extensive network by personally inviting them to the page every month.
I always kept up to date on the latest events both by posting events in the LinkedIn Events section and by running organic campaigns to drive attention to these happenings. Once they occurred, I would tag all involved in a thank you post. By keeping up with the current events of the company, I was able to provide members with a snapshot of everything a customer would receive with membership while highlighting those involved in organizing these incredible events.
By using this social media as, well, social media, you can always grow a platform organically. By tagging people, replying to comments, and reposting interesting content with your own opinions, the account naturally began to grow.