Thought Leadership is not a solo act
Posted: Sat Feb 01, 2025 3:56 am
It becomes completely absurd when everyone is just chasing the next algorithm hack and it is no longer about meaningful exchange, benefit for the community or even personal communication with a minimum of strategic basis. It is quite easy to produce content that stands up to all other contributions that generate the greatest possible number of views, reactions and comments.
In fact, it would be better to ask yourself: Will this help me reach my target group? Will it contribute to my communication goals? Does it fit with my public image? High-profile personalities in particular should ask themselves such questions with particular responsibility. Real thought leaders generally have no need to become slaves to any number games.
In addition, there is no such thing as a successful post. Success is measured primarily by the previously defined KPIs, both qualitatively and quantitatively. A few views in a highly specialized community may contribute more to the strategic goals of a personal brand than great applause from a non-specific public. There are, of course, certain overarching principles for success for good posts. But ultimately, the question can only be answered individually in context.
Factors beyond the individual posting
In addition, reach and numerical success are often line data determined by factors that cannot be detected in the individual post. These include the continuous interaction of the profile in question, the frequency of posting, the response to previous activities or the number and type of followers. Experience has shown that certain formats perform better than others in the algorithm.
In addition, algorithms generally fluctuate, meaning that some content spontaneously performs worse than expected and than previous experience, without any apparent reason. However, this says little about individual success. For example, a very visible, well-connected CEO can achieve a lot of reactions with a post in a format that other people would hardly respond to. The much-vaunted "hook," the first sentence that determines whether people continue reading and interact, often plays an important role.
In fact, it would be better to ask yourself: Will this help me reach my target group? Will it contribute to my communication goals? Does it fit with my public image? High-profile personalities in particular should ask themselves such questions with particular responsibility. Real thought leaders generally have no need to become slaves to any number games.
In addition, there is no such thing as a successful post. Success is measured primarily by the previously defined KPIs, both qualitatively and quantitatively. A few views in a highly specialized community may contribute more to the strategic goals of a personal brand than great applause from a non-specific public. There are, of course, certain overarching principles for success for good posts. But ultimately, the question can only be answered individually in context.
Factors beyond the individual posting
In addition, reach and numerical success are often line data determined by factors that cannot be detected in the individual post. These include the continuous interaction of the profile in question, the frequency of posting, the response to previous activities or the number and type of followers. Experience has shown that certain formats perform better than others in the algorithm.
In addition, algorithms generally fluctuate, meaning that some content spontaneously performs worse than expected and than previous experience, without any apparent reason. However, this says little about individual success. For example, a very visible, well-connected CEO can achieve a lot of reactions with a post in a format that other people would hardly respond to. The much-vaunted "hook," the first sentence that determines whether people continue reading and interact, often plays an important role.