Like many people, I’ve scrolled social media and have seen divisiveness, negativity and hate. When people, regardless of their political affiliation or religious beliefs, spend their social media energy hurting others, it’s tempting for leaders to leave the platforms, especially when some business executives have lost their jobs because of their social media activity.
When leaders who are interested in insightful conversations and sharing expertise step away from social media, it leaves a void that can be filled by loud voices spewing hate. Instead of stepping away, I encourage leaders to lean in. PR and comms professionals have to communicate with leadership teams and executives the importance of an active and engaged social media presence and how it benefits their brands.
I specifically wrote my new book, Flip Your Script: Own your story & unlock the positive power of social media, to teach readers that social media platforms can and should be used for positivity and purpose. Leaders have an opportunity and, I’d argue, a responsibility to use social media for good.
Use Social Media Authentically
To utilize social media in a way that promotes positivity and purpose, content must be accurate, authentic and personal. This requires the people behind the brand to share their own perspectives and insights on social media.
Here’s an example: When a brand launches a new product, it’s common practice for the PR and Communication teams to create blanket messages for employees to share online. But not everyone in the company has the same message or perspective. The CEO is proud of the innovation and has an opportunity to give credit to those behind the product. The Human Resources leader is thrilled for the people who make the product. The reach of the message will be much greater when people authentically share it, and the business will benefit from and experience positive outcomes, ranging from increased sales to improved brand reputation to decreased employee turnover.
Authentic social media content builds trust. Studies show that 92% of professionals are more likely to trust a company where the senior leaders are active on social media!
Unlock The Positive Power of Social Media
Using social media for good also requires reframing the platforms as an opportunity to help others, including those you don’t know. This requires vulnerability and sharing experiences behind the confines of what happens at work.
I learned this in profound ways in the last year. In January 2025, my son was diagnosed with a rare type of cancer as a high school senior. We are so grateful that in November 2025 he was declared cancer-free. I realized throughout this journey that I had an opportunity to share the story and help others. On National Cancer Day, February 4, I posted about his diagnosis on LinkedIn, accompanied by a call to action for people to donate blood.
Not only did sharing his story help other people, as many in and outside my network visited blood donation centers, but it also helped us. We received countless messages of support and encouragement, and met other people who were thriving after experiencing a similar diagnosis. We continue to raise tens of thousands of dollars for our local Children’s hospital, and because of the need we’ve seen, all profits from the book will be donated to support kids and their families who are navigating a childhood cancer diagnosis.
Some business leaders may still be reluctant to share the personal side of their lives, but that’s where a PR pro can help encourage and guide them to share their personal stories for good. Rather than logging in and consuming negativity, encourage your company’s leaders to join the mini movement to use social media for good. You’ll be surprised to see the positive impact on a company’s brand and a leader’s digital legacy.