The Dark Side of Thought Leadership in Marketing | E4
Ruta Sudmantaite
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Thought leadership has long been a cornerstone of effective marketing. Traditionally, thought leaders were individuals who genuinely transformed conversations within their industries, backed by expertise and substantial achievements. However, with the rise of social media, the definition has blurred, leading to what we’re calling "toxic thought leadership."
What is Toxic Thought Leadership?
In our recent episode of the Blame it on Marketing podcast, we dove deep into this very topic with guest Ian MacRae, a seasoned work psychologist. Ian shared, “Traditionally, a thought leader is someone who is actually changing opinions and making a significant difference... now on social media, thought leader tends to be anyone who posts their thoughts online for a couple of likes.” This shift from genuine influence to superficial engagement has given rise to toxic thought leadership.
Thought Leaders vs. Influencers: Where’s the Line?
One of the key distinctions Ian and we discussed is between thought leaders and influencers. While thought leaders are experts with a track record of impact, influencers often gain their status through popularity rather than expertise. Ian pointed out, “Thought leader is definitely... somebody who has studied, is trained, has the qualifications to back up the things they're saying.” This expertise is crucial, especially in sensitive areas like mental health.
The Dangers of Unqualified Advice
Social media platforms are flooded with advice on complex topics like mental health, often coming from individuals without the necessary qualifications. Ian highlighted a significant issue: “People who want to be influencers or thought leaders based only on their own experience... psychology and mental health is extremely complex.” This can lead to harmful consequences, such as misdiagnosis or ineffective coping strategies.
Real-World Impact vs. Online Presence
True thought leaders make a tangible impact in their fields. Ian emphasized, “The most effective thought leaders have made a huge impact in the wider world or even in their local communities or in their workplaces.” However, many today focus more on their online presence than their actual contributions, diluting the value of genuine thought leadership.
Building Ethical Thought Leadership
So, how can marketers ensure their thought leadership remains positive and impactful? Here are some key strategies discussed in our podcast:
- Ensure Expertise: Only share insights and advice within your area of expertise. As Ian mentioned, “You need to be an expert otherwise don't do it.”
- Be Honest and Transparent: Align your online content with your real-world objectives and actions. “Being really honest with both yourself and other people about what you're trying to do and accomplish is crucial,” Ian advises.
- Focus on Real Impact: Prioritize actions that make a difference over chasing likes and shares. “Do the work first, then worry about your social profile,” we suggested.
- Use Reliable Metrics: Move beyond vanity metrics like likes and followers. Instead, focus on conversions and real engagement that align with your business goals. “Shares and follows aren’t necessarily the best success metrics,” Ian pointed out.
- Target the Right Audience: Tailor your content to speak directly to your intended audience rather than a general crowd. “Being really specific about what your audience cares about is essential,” we emphasized.
Case Study: Scaling Thought Leadership Ethically
Scaling thought leadership requires a solid foundation. For instance, small businesses excelling locally need to maintain their core values while expanding to broader markets. Ian shared, “Focusing on what you've done really well and then scaling that up is sometimes really challenging.” It’s about maintaining authenticity while reaching a larger audience.
The Role of Teams in Maintaining Integrity
Having a supportive team can help thought leaders stay on track. “Working in teams and productive teams is really important because it's good to have expert advice from a team,” Ian noted. A team can provide the necessary checks and balances to ensure that the thought leader’s influence remains positive and aligned with their true objectives.
The Evolution of Thought Leadership
Thought leadership is evolving, but its essence remains the same: making a meaningful impact. As social media continues to change the landscape, it's up to marketers to uphold the integrity of thought leadership. Ian wrapped up our discussion by highlighting the historical continuity of information dissemination challenges, noting, “It’s not a new problem... people haven’t fundamentally changed in the last decade; we’re just using different communication platforms.”
Final Thoughts
Toxic thought leadership poses significant challenges in today’s marketing world. By prioritizing expertise, honesty, and real impact, marketers can navigate these waters effectively. Remember, it’s not about the number of likes you get, but the value you provide that truly establishes you as a thought leader.
As Ian aptly put it, “Put in the work first,” ensuring that your thought leadership is built on a foundation of genuine expertise and ethical practices.
Stay savvy, stay ethical, and keep making a difference!
