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Research from Bospar and Reputation Leaders indicates that 97% of decision makers believe that sharing expert feedback offers a solid ROI.
SAN FRANCISCO – July 12, 2023 – New research from PR agency Bospar and market research firm Reputation Leaders shows that decision makers see social media as a vital tool for creating and consuming thought leadership.
The survey, which gathered the opinions of more than 100 senior business leaders based in the United States in March 2023, found that an overwhelming majority – 97% – believe that thought leadership provides a moderate level (of 5 % to 15%) to high (over 15%) return on investment (ROI), higher than the average US stock market return of 12.4%.
Board members, CEOs, presidents, directors and partners are more than twice as likely (54%) as department heads (23%) to believe that thought leadership delivers a high ROI.
Increasingly, social media is where leaders are looking to promote their thought leadership, supported by in-person events. Half (51%) of leaders say in-person events are their preferred way to promote thought leadership
Facebook is considered best aligned with business strategies (73%), followed by LinkedIn (68%) and Twitter (66%). However, while the companies plan to increase their investment in all three, they are reducing their spending on TikTok, possibly due to its uncertain political status in Western countries.
While CEOs look to Twitter, LinkedIn and speaking at conferences to highlight their companies, the survey revealed that newsletters and search engine optimization are under-prioritized and overlooked tools to promote leadership thought
Conversely, leaders place more emphasis on sharing thought leadership through company website posts, external interviews, and unsolicited emails. Few leaders consume thought leadership content through these channels.
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Organizational leaders create thought leadership to drive the conversation in their industry, build their reputation, connect with industry experts and reap benefits such as enhancing prestige and influence, building brand awareness, driving knowledge and generating new business contacts. The survey shows that decision makers want quality content.
Decision makers consume thought leadership to learn
Improving problem-solving skills is the main reason 87% of decision makers consume thought leadership. They look for new, informative and well-researched content that challenges their thinking and teaches them different ways to solve problems or innovate. ABC News, Bloomberg, CNBC and CNN are the most viewed media, followed by Forbes, The Economist and BusinessWeek.
When thought leadership fails, it’s because of poor methodology (44%) and lack of stakeholder buy-in (34%), survey participants report.
“Thought leadership dead? Not on our watch,” said Curtis Sparrer, director and co-founder of Bospar. “But as media and technology change, the way leaders deliver and consume thought leadership is also changing. Our survey clearly demonstrates the importance of social media in creating thought leadership and building reputations and the need for content that delivers content worth consuming. We’re excited to partner with Reputation Leaders to provide valuable insights to help companies create effective thought leadership strategies.”
One surprising finding is that by a 5:1 ratio, leaders prefer to consume thought leadership from big tech companies like Salesforce and IBM compared to the Big Four consultancies.
About reputation leaders
Leaders of reputation makes people think about your brand positively and differently, leading issues that align brand value with social impact for business success.
About Bospar
Forest fir is the award-winning “politely discerning” technology PR and marketing agency. The firm offers its clients national support through its distributed agency model, which it launched in 2015.
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