Give Your Social Media Campaign a Face with Video

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Social media has brought the idea of personal branding for executives more into the forefront today than in years past. The TV show “Undercover Boss” is a perfect example of personal branding. For those who haven’t seen the show, here’s the gist: An executive, usually the CEO, works for a day or so in a variety of positions within his own company. The executive is disguised, so employees don’t know who he or she is until the end of the show when the big reveal takes place.

During the first five minutes of the show, the executives are introduced to the TV audience—how they got to their current positions, a little bit about their leadership styles, an overview of their personal lives. To me, this is the most important part of the show. Why? Because showcasing an executive is a huge win for the company— it puts a face to the brand.

While not every company is able to get the attention of the producers of the show “Undercover Boss,” other companies can take advantage of a similar opportunity to put a face to the brand by combining video with social media.

I’ve heard people say that technology is making everyone more anti-social, but the truth is, the explosion of social media has proven that most people have a huge desire to connect with other people. Because social media is about relationships, it has made joining the conversation more important than ever.

People do business with those they know, like, and trust. Along those same lines, people want relationships with the companies that they do business with. While spokes models have been the way to put a face to the brand in the past, people now want to see the real face of the company. This is where Executive Profile Videos come in.

An Executive Profile Video is usually a 60 – 90 second video that can be shown on the web page, in a blog or online profile. It is a great way to build trust, strengthen the confidence the community has in you, and provide a face to your company. As the CEO or other executive, you need to have a public face for internal and external purposes. Using video, you can build instant rapport telling your story. With video, you are no longer just a stranger in an office somewhere. With video, you are able to make an impression on every person inside and outside your organization in a very real, very professional, yet very personal way.

Executive Profile Videos can also be thought of as a long-term influencer that can help you build your brand for the future. These videos provide credibility by promoting a face for the brand and building trust. In the event that a crisis occurs, the CEO and other executives are already known and trusted by their established audiences—both internal and external.

Executive Profile Videos also help individual executives increase their prominence in their own industries. According to the Department of Labor, the average CEO tenure is just a little over six years. (I’ve owned cars longer than that.) Video is a great way for executives to establish credibility in the marketplace to both prolong their tenure as well as help ease the transition to another position in the future. Case in point: I recently attended an event and met someone I was sure I had met before. Then I realized that I hadn’t actually met him in person but had watched an online video that he had had made!

Some of you might be saying, “I’m not good on camera” or “My executive isn’t good on camera.” Believe me, there are ways to make any executive look professional without sending him or her to acting boot camp. For example, an interview-style personal branding video can make anyone look good. After all, social media is about having a conversation, and an interview-style personal branding video is a perfect way to accomplish this versus having your executive talk to the camera and having it look like he is selling used cars!

Remember, people do business with those they know, like, and trust. Successful personal branding equals more sales. Face-to-face is the best way to build relationships, but video is the next best thing when you can’t be there in person. Executive Profile Videos are a great way to build rapport and increase trust both for individual executives as well as for the company and its products and/or services. When you create a video your message is consistent. Your message never has a “bad day.”

Do your corporate executives have an Executive Profile Video?

Jayson Duncan
This monthly Social Media and Video column is contributed by Jayson Duncan. Jayson is an Orange County, California filmmaker and owner of the video production company Miller Farm Media. In 2003, Jayson began using video to help others tell their stories through his video production company, Miller Farm Media. He has created videos for Fortune 50 companies. In his spare time Jayson enjoys playing his guitar, song writing, and spending time with his wife, Gretchin.
Jayson Duncan


Orange County video production company. We create videos to explain ideas, business and products using the art of story.
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