In the run-up to the recent UK General Election, I conducted a poll asking people their thoughts on using “leadership” as a smokescreen for polemics written on LinkedIn. The results were revealing: 29% supported it as fair game, another 29% felt it depended on the context, but a surprising 43% considered it unprofessional. This response highlights a broader issue in the realms of both marketing and politics: the delicate balance of thought leadership.
Thought Leadership in Social Media Marketing
Thought leadership is a strategy that businesses use to establish themselves as authorities in their field. By sharing insights, expertise, and forward-thinking ideas, companies can build credibility, foster trust, and differentiate themselves from competitors. Social media has become a critical platform for this form of engagement, providing a direct line to a wide audience.
Marketing experts advise that thought-provoking content encourages interaction. Social media platforms thrive on engagement, and posts that spark discussions, shares, and comments can significantly boost a brand’s visibility. In this way, a business like mine can position itself at the forefront of an industry’s thought leadership and market. Not only does this attract potential customers, but it also attracts attention from industry peers and influencers.
The Toxicity of Political Polemics
While thought leadership is an invaluable tool in marketing, its application in politics can be fraught with challenges. Politics, by nature, is a highly polarised field. When the concept of leadership is used as a smokescreen for polemical rhetoric, it often backfires, creating toxicity rather than constructive dialogue. In fact, politics is a topic which is best avoided in many social circles. So why is it that on social media, some people believe it is acceptable to launch into politicised vitriol and opinions-as-fact.
Why is Politics So Different?
Political discourse is inherently divisive. Unlike business sectors where competition exists, politics is a zero-sum game; one side’s gain is another’s loss. This environment can turn thought leadership into a weapon rather than a constructive force. In a world where trust is the key to attracting custom, it seems perverse to alienate potential customers with highly-partial views.
Political figures and their statements are subject to intense public and media scrutiny. Any perceived misuse of leadership rhetoric can quickly lead to accusations of manipulation or dishonesty, eroding public trust. Politics elicits strong emotions. When leaders use thought leadership as a façade for pushing agendas, it can provoke strong negative reactions, alienating not just opponents but also potential supporters who value integrity and transparency.
This is much the same for leadership consultants. I see peers in my industry commenting online, particularly the ones espousing particularly neo-liberal views. And they are often those accusing others of being “political” if those others’ content deals with inclusion, integrity and fair play. I have been accused of “political” content – for publishing online a comment about officials in power having been shown not to show leadership on an issue of criminal wrongdoing. That was odd, at best!
As reflected in the 29% who said “it depends,” the context in which political rhetoric hides behind “leadership” is vital. As I mentioned above, criminal activity is not showing leadership. Or so I thought. Clearly, others felt that political allegiance was more important than morality. As I say, odd, at least to me. However, the context was obviously different for the two of us in the exchange. The largest segment of my poll respondents (43%) deemed using leadership as a smokescreen unprofessional. This underscores the importance of maintaining a professional and respectful tone in political discourse. It also shows that people’s understanding of context is highly subjective. In turn, this suggests that politics is a topic best left well alone, with or without leadership as its camouflage.
Thought Leadership Lessons for Businesses
The insights from political communication can also benefit businesses. Just as political leaders must be authentic, businesses should ensure their thought leadership aligns with their core values and mission. Understanding your audience’s perspective is crucial. Content that resonates with one segment may alienate another, so it’s essential to strike a balance. While thought leadership can be a powerful tool, overusing it or using it inappropriately can backfire. Businesses should avoid appearing disingenuous or overly self-promotional.
Thought leadership is a double-edged sword. In the world of marketing, it can position a company as an industry leader and drive engagement. However, when you bring in politics, the same tactics can lead to division and mistrust. The key lies in authenticity, transparency, and a deep understanding of the audience (and the politics!). Leadership is an important topic and it is way too important to play politics publicly and pretend you’re talking about leadership.
If you would like to discuss any of the points raised in this blog, please get in touch.
Image credit: Photo by Werner Pfennig: https://www.pexels.com/photo/man-in-black-suit-wearing-eyeglasses-being-interviewed-by-media-6950226/