Social Media for Thought Leadership

Written By Alicia Vial

Let’s talk about thought leadership - how business leaders can use social media not just to promote, but to position themselves as trusted voices in their industries

Thought leadership is when an individual shares expert insight to build credibility and trust in their industry. It’s less about self-promotion and more about sharing value: insights, trends and commentary that others want to follow. It’s important because people do business with people. Establishing trust online can translate to real-world relationships and opportunities.         

Start by identifying your “lane”. Your area of expertise, passion or a topic where you can consistently add value. Choose the right platform: LinkedIn is best for professional audiences but Instagram, X or even TikTok can work depending on your industry. Begin by posting regularly; industry insights, lessons learned, trends, even behind-the-scenes moments to humanize your leadership.

Even if you feel like you’re not an “expert”, you should still post. Thought leadership isn’t about having all the answers, it’s about sharing your unique perspective and process. You can grow your following by being open, curious and authentic. Showing what you’re learning or how you’re adapting builds connections and reliability.

Don’t overthink it. Just start. Even one thoughtful post a week can position you as a go-to voice. Be yourself. Let your personality, experience and values shine through. If you’re not sure where to start, that’s where firms like Gambel Communications can help craft a strategy that’s right for your voice and goals.

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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