Finding influencers, thought leaders and leading organizations or individuals for collaboration or as a reference.
Making new contacts and target groups.
Possible (up)sell of your own products/services, although in my opinion this should be secondary.
For deployment and reporting you can use social listening tools. Some well-known ones in the Netherlands are for example Coosto, OBI4wan, Meltwater, Hootsuite Insights and Sprout Social.
Social listening tools can be seen as a kind of search engine+ of social media and authors. Authors in this c level executive list case are influencers, influential persons, institutions and organizations or similar parties with many followers or high engagement on their messages. With trend clouds and hashtags you can see the latest developments and relevant topics.
To make it more concrete, an example like “What is Clubhouse?” in trend clouds and hashtags:
Clubhouse Topics
Clubhouse hashtags
The words give a good idea of the topics, which you can use in and/or for search engines or platforms. The hashtags can serve as inspiration to search and post on platforms such as LinkedIn, Twitter, Instagram, TikTok. You can also use them for tagging in videos on YouTube or Vimeo.