Social media isn’t just for sharing life updates and cat videos anymore. Over the past decade, platforms like LinkedIn, and X (Twitter) have transformed into spaces where people not only stay connected with friends and colleagues but stay up to date with news from around the world. Thanks to the convenience of these platforms, over half of US adults get their news from social media sites “at least sometimes,” according to the Pew Research Center. Gen Z is taking this trend even further, with another Pew survey from 2023 revealing that one-third of people under 30 regularly scroll TikTok for news, up 255%(!) since 2020.

Of course, this democratization of news sharing has had its share of benefits and drawbacks. While there’s always the possibility of misinformation when people take the news into their own hands, this new landscape of open information has also made it easier to share real-time news and information from trusted, vetted sources. For people and brands looking to establish a credible digital presence, there’s really been no better time than now.

So how can you break through the noise and become a voice your audience can trust? 

Lean into your specific area of expertise

Whether you’re a master accountant or neuroscience expert, you have a unique perspective on your field. Instead of sharing generic content, lean into your specific area of expertise and bring people into your world. For example, if you’re a marketing guru, you could start a series around successful ad campaigns and why they work. Or, share your commentary on thought-provoking articles from your industry. One of the great things about sharing articles in particular is that it not only enriches your audience’s understanding of you and your field but actively helps you engage with the news in a deeper way. According to a report from the Customer Insight Group, 73% of people say they process information “more deeply, thoroughly and thoughtfully when they share it”.

When sharing news and trends, don’t forget to emphasize accuracy in your content. If you come across something misleading or false, you can build more credibility with your audience by sharing why a piece of information is inaccurate.

Capitalize on current events

Chances are, you’re part of a thriving field of experts in your industry. Instead of viewing thought leadership as a competition, embrace collaboration and partner with other leading voices in your community. You’ll not only have the chance to start great conversations but will open up your content to a much wider audience.

Great thought leadership is timeless, but that doesn’t mean you can’t tap into current news and trends as a part of your strategy. In fact, one of the best ways to engage with a wide audience is by sharing relevant current events. From industry trends to pop culture memes, integrating these moments into your social presence can help build an even greater sense of community, engagement, and trust. 

Don’t forget to engage and collaborate with your audience too. Share polls, ask questions, and answer your audience’s questions to start even more conversations.

Share your own content 

Part of building a strong personal brand or platform presence is sharing “native” content, or original content you create yourself. This could include:

  • Pictures of you and your team at conferences or events
  • Polls/audience surveys
  • X (Twitter) threads

Sharing the latest news and industry trends is a great thing. But, if you’re only sharing articles, you’re missing out on the chance to position yourself as a more authentic, authoritative industry voice.

Final thoughts

Becoming a trusted thought leader takes time, but if you stay consistent and authentic, you’ll see incredible growth over time.

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