Follow the Leader

Published: 27 November 2016

How to build followership

Followership is a critical, yet often ignored, aspect of thought leadership. Without an engaged and vocal body of supporters and advocates, aspiring thought leaders are in danger of wasting time and resources on vanity publishing.

Leaders often determine whether an organisation is successful or not. They set the strategy, inspire the team and drive performance. Given this pivotal role, it’s no surprise that we spend a lot of time trying to understand the nature of successful leadership.

Leaders rely heavily on engaging a body of vocal and loyal supporters. And yet, in our effort to better understand leadership skills and traits, we often fail to consider the flipside of the same coin: followership. We tend to take much more interest in the make-up of a handful of charismatic leaders than we do in the behavioural traits of the millions of people that follow them.

This imbalance is matched when you compare relative interest and importance ascribed to thought leadership and thought followership. Just as leaders need followers, organisations aspiring to be thought leaders need to attract and retain a body of admirers to be worthy of the title.

Download Linstock’s white paper to:

  • Better understand the attitudes and motivations of followers
  • Equip your organisation with ways in which to engage them

Armed with a better understanding of follower behaviour, we can refine communications programmes to ensure organisations nurture and engage the right kinds of supporters and advocates. By doing so, we can help our organisations benefit from the commercial gain that comes with genuine thought leadership.

More from linstock

What can corporate communicators learn from the general election when it comes to persuasion and building a followership for your campaign?

A white paper exploring the key components of thought leadership and how it can be applied to create a platform for owned, earned and paid media success.

In their attempt to better understand leadership skills and traits, companies often fail to consider the flipside of the same coin: followership.

This report explores the extent to which thought leadership today adopts a more male or female tone of voice and the potential consequences for your business.

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