consistency and accountability. Social media thought leadership, then, is the art and science of using these digital platforms to share insights, influence and engage in conversations in a way that strengthens both personal and organisational branding. The need for strong digital voices Social media platforms fuel the innate need of people to be connected and know what is happening around them, at their own pace and within their confines. Younger generations in particular use them to look for information, share their opinion and seek guidance from credible voices that communicate with clarity and perceived value. Indeed, Harvard Business Review research has highlighted that leaders who consistently provide evidence-backed content are deemed to be 45 per cent more trustworthy than those who do not. At the heart of effective thought leadership, therefore, lies trust. When business schools, faculty members and staff acquire a strong and trusted digital voice, their words become a strategic asset. Professors, deans and directors who consistently share grounded insights build reputations that boost not just their own profiles, but also the perceived The formulation of a good social strategy begins with an analysis of your school’s media landscape before identifying which platforms will be used, the type and frequency of content desired and how it will engage with the audience. A lot of educational institutions use social media as a bulletin board, promoting admissions, events and celebrations. Yet, the audience is looking for credibility, not clutter. In this sense, business schools can do so much more to offer value to the academic community. LinkedIn, for example, might prove ideal for showcasing faculty expertise, research impact, alumni outcomes and executive education, while X could be used for quick commentary on the latest news and events, positioning faculty as agile interpreters in the eyes of students and fellow practitioners. Aside from fun reels, Instagram could be used for classroom snapshots, student projects, learning outside classrooms and short videos that demystify complex topics. In India, for instance, quite a few K-12 (primary and secondary school) teachers use this platform effectively and already have their own fan bases. quality and relevance of their schools. Mapping out a strategy
Mastering the art of social media thought leadership can amplify visibility, while fostering authenticity and credibility. IIM Sambalpur’s Kakoli Sen , together with EMBA students at the school, outlines how institutions can acquire a strong and trusted digital voice Developing a digital voice
I n an era where misinformation spreads thought leadership impact, for example, found that 64 per cent of surveyed executives and purchasing decision-makers believed that an organisation’s thought leadership content is a more trustworthy basis for assessing its capabilities and competency than its marketing materials and product sheets. In today’s digital landscape, social media platforms are a crucial resource in this respect. Unlike traditional media, they allow leaders to speak directly to audiences in real time, enabling authenticity, rapidly, audiences crave credible voices and thought leadership has been shown to provide an important outlet. A recent iteration of Edelman and LinkedIn’s annual study of B2B
28 Business Impact • ISSUE 1 • 2026
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