The art of social media. Becoming a Top Voice on LinkedIn
06 February 2024
Margaret Franklin, President & CEO, CFA Institute, has once again been recognised as LinkedIn Top Voice, an invitation-only program for leading voices whose content consistently helps other members on the platform learn and grow.
Social media is no longer a nice-to-have when it comes to Senior Leaders visibility. There’s an expectation from stakeholders to demonstrate leadership and accessibility, yet many of the C-suite choose to ignore this important trend.
Living has been working closely with CFA Institute over the past four years, developing and implementing a highly engaging social media campaign to articulate the organisation’s goals. Since the inception of our campaign, Marg's followership has experienced an outstanding growth of over 17,000%.
Keeping it fresh
Capitalising on the CFA brand refresh at the end of last year, we seized the opportunity to rethink Marg's social content strategy. This involved a comprehensive overhaul of her online personal brand to align with the organisation's updated brand pillars. Now, every piece of content seamlessly integrates with the corporate communications content calendar.
Video content is integral to enhancing Marg's online presence, building credibility, and reinforcing the 'know, like, and trust' factors. It also contributes an authentic tone of voice, helping to foster a sense of community among industry peers, CFA members, and candidates, with endorsements from fellow CFA members.
What success looks like
Marg's recognition as a 'Top Voice' in the Finance & Economy category extends beyond this accolade. LinkedIn has directly invited her to contribute insights to their financial articles – a testament to our strategic efforts to remain relevant.
Our work has also been recognised by the Financial Communications Society in North America, winning prestigious FCS Portfolio Awards and earning an Honourable Mention in the Social Media category for 'Amplifying the CEO’s Online Personal Profile' at the Executive Communication Awards. Living proudly stands as a true partner in the success of this program alongside the CFA Institute team.