Are You Really Leading If No One Can See You?
If your online presence consists mainly of a generally static LinkedIn page and the odd shared post, you’re probably missing a trick – or several. Senior leaders in 2025 are expected to be visible, vocal, and valuable online. Not just because it looks good, but because it provides tangible impact.
In our annual refresh of Faur’s Executive Digital Comms playbook – just in time for our latest webinar which you can find details of below – we wanted to delve into what has changed since last year, and what should C-suiters actually do about it.
Here’s what’s new, and what you should be doing as soon as you’ve finished this newsletter.
What’s Changed in Executive Social Media: 2024 vs 2025
1. AI-Generated Content: The Flood Becomes a Tsunami
Last year AI was leading the conversation. Now it’s invisibly infusing it.
If 2024 was when everyone started dabbling with AI tools, 2025 is the year your feed risks being swamped with generic automated content.
The risk of this beige wave? Blending in with the noise.
The opportunity? Standing out by being unmistakably yourself, and displaying your value up front.
Takeaway: Do some soul-searching to reveal those qualities which make you/your organisation unique. Share your own stories, insights, and lessons learned (especially the ones with messy edges). The quality of AI-generated posts has increased, but your audience will still intuitively recognise and respond to authenticity.
2. Platform Fragmentation is Now the Norm
Remember when “being on social” meant Twitter and LinkedIn? Good times. In 2025, we’re juggling LinkedIn, Threads, Bluesky, newsletters, podcasts, and Discord/Mighty Networks communities. X/Twitter continues its Elon-fuelled downward spiral; Threads and Bluesky are growing up fast.
Takeaway: Pick your primary platform (spoiler: now even more so than before, it’s LinkedIn for the vast majority of execs), but keep an eye on where your audiences are moving. Don’t try to be everywhere at once, but do experiment where it matters.
3. Personal Branding ≠ Self-Promotion
In the professional sphere, “personal brand” is no longer a dirty word. As a leader, your colleagues, team, stakeholders, and the media want to know what you really stand for. They will Google and do their research on you.
Takeaway: Develop a “cheat sheet” for your personal brand: your core values, what makes you tick, the causes you care about, and the voice you want to be known for. Amidst a tumultuous landscape, values-led comms matter more than ever.
4. Community, Not Just Audience
It’s not about shouting from a digital rooftop. The most effective execs are building communities, not just audiences: whether that’s a lively LinkedIn following or a tight-knit group on Slack or Discord. Engagement (the real, two-way kind) matters more than reach.
Takeaway: Don’t just broadcast. Listen, reply, share others’ content, and build relationships. Your influence grows by sparking meaningful conversations, not by liking every post you see in the hope of being noticed.
5. Risk (and Reputational Resilience) Matters More Than Ever
The “cancel” headlines, the screenshot brigade, the ever-watchful eyes of Google—none of that’s going away. The difference in 2025? The bar for transparency and digital hygiene is higher. One slip, and your “personal brand” becomes a case study in what not to do.
Takeaway: Audit your digital presence. Decide which platforms are personal vs. professional, set up strong privacy controls, and have a plan for what you’d do if things go sideways. Be proactive, not paranoid.
Quick Tips for the Modern Exec
Schedule regular engagement: Block out a 10-minute slot every week.
Value over volume: Each post should offer insight, not just info.
Experiment, but don’t over-extend: Better to do one platform well than five badly.
Embrace visuals and storytelling: Human stories and behind-the-scenes content always cut through.
Get feedback and adapt: Track what works, ditch what doesn’t. It’s not failure, it’s iteration.