How to make an employee advocacy account less boring?

Part of my company's digital marketing strategy is to invest in the online presence of several employees who are considered subject matter experts. I run and produce content for some of these accounts on LinkedIn .

One of these personal accounts is for a coworker who is very experienced in his profession but A) is normally social media avoidant and B) has a quiet, cautious personality. This is all fine, of course, but it's resulted in boring posts. I try to infuse his personality a little and make the posts seem friendly, conversational, etc., but he often edits those bits out. This results in posts that are kind of boring and read like they're written by AI, which (ironically) I usually avoid using.

So, does anyone have tips on how to get social media buy-in from an individual or how to draw out someone's online personality? This might just be a matter of gaining his trust over time, but I'm worried his account will tank before that happens.

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LeatherSouth3792•4 months ago•1

I’d stop trying to make him “fun” and instead make him specific. Quiet experts do great when the content is ultra-practical and narrow, not chatty. Instead of generic thought leadership, build recurring formats he’s comfortable with, like “3 mistakes I saw this week in X,” “One thing I changed my mind about in Y,” or “If I had to start in this field today, I’d do Z.”

Get him talking on a call, hit record, and pull copy straight from how he explains things to clients. Don’t say “let’s do social,” say “help me write down the advice you already give people so you don’t have to repeat yourself.” That feels useful, not performative.

Also, treat Reddit, LinkedIn comments, etc. as your idea mine: tools like Brandwatch or Sprout for listening, something like Hootsuite for scheduling, and Pulse for Reddit to surface real questions in his niche you can turn into short, punchy posts that still feel like him, just more focused.

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