Is your social media costing you? A trust test

After examining over 1,000 CEO LinkedIn posts, we found that shallow and superficial communication simply does not work. In fact, as the bar chart above shows (“Colloquial style”), such an approach leads to 23% less engagement. By contrast, engagement with posts that shared insider context (such as behind-the-scenes details or explaining tough decisions in boardroom contexts) rose just over 110%. Similarly, when leaders provided narrative substance and told real stories from their own experience instead of using corporate buzzwords, engagement increased by 60%, while comments and shares rose 14 to 17 times above average.

How to build trust

• Speak honestly and show your human side
  Being real helps manage risk. More than a marketing goal, it should be seen as a source of long-term security. Leaders who are perceived as authentic build up a “trust reservoir.” When a crisis hits, people are more likely to support leaders they feel they know, instead of distant companies.
• Avoid sharing generic, polished content
  Since AI can easily create standard thought leadership, such messages now seem lazy and unoriginal. Leaders who share real human experiences, lessons from mistakes, and insights unique to their industry stand out. These are things AI cannot copy.
• Focus on what you say – not just how you say it
  When experiencing a reputation crisis, showcasing how you are working to regain trust from audiences helps. Leaders play a huge role in making this happen. Use a real human voice, be prepared to admit fallibility, and avoid glossing over problems.