This CEO Might Have an Unconventional Morning Routine — But It's Her Secret for Leading the Multimillion-Dollar Company Behind Your Social Media Irina Novoselsky, CEO of social media performance engine Hootsuite, doesn't need a morning cup of coffee to get energized.
By Amanda Breen Edited by Jessica Thomas
Key Takeaways
- Many might consider Novoselsky's no. 1 morning habit a distraction or barrier to success.
- But the CEO says the activity is what "truly fuels her" — and gives her company a competitive edge.
Irina Novoselsky, CEO of multimillion-dollar social media performance engine Hootsuite, doesn't start her day with 5 a.m. runs or cold plunges. She doesn't even need a cup of coffee.
Instead, Novoselsky has a daily habit some people might consider a distraction at best or a barrier to success at worst.
Image Credit: Courtesy of Hootsuite. Irina Novoselsky.
Her first-thing-in-the-morning social media scroll.
"As a social CEO, it's only fitting that what truly fuels me is social media, which is where I start my day," she explains. "It brings me up to speed on the latest trends impacting our industry, the topics that our customers are most passionate about and the fun viral moments that truly show the power of social connection."
Not only does a daily dose of social media keep the CEO up to date, but it also "provides a direct line to the world's collective consciousness."
Novoselsky points to the recent Olympics coverage as an example. This year's games were highly "social," with "Paris Olympics" generating a 216% increase in online engagement in the 30 days leading up to the opening ceremonies, according to Hootsuite data.
Novoselsky seeks inspiration from industry leaders, emerging voices and trendsetters across all social networks. She enjoys following top social marketers and social sellers, Hootsuite customers "to tap into the conversations they are having," and other CEOs "to see how they are communicating their own message and strategy."
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"And, of course, I indulge in accounts that feed my personal interests," Novoselsky admits, "from health and wellness to education and books, to travel, fashion, racing and more." Social media is also helping the CEO learn French — a goal of hers following Hootsuite's recent acquisition of Talkwalker, as many of the new employees are French speakers.
Keeping up with social media allows Novoselsky to anticipate shifts before they become major trends, helping her make informed decisions, identify opportunities for innovation and adapt Hootsuite's offerings to meet changing demands, she says. Novoselsky also depends on members of her social team, noting they have a "well-deserved seat at the 'boardroom table.'"
And for other professionals or entrepreneurs who want to make the most of their own social media engagement? Novoselsky suggests a multi-pronged approach that includes leveraging employee advocacy, making data-driven decisions and maintaining a customer-centric focus.
"Above all else, continuously use social media to add value to your customers' lives," she says. "Whether offering exclusive insights, providing proactive support or asking them to weigh in on product decisions, every interaction is an opportunity to deepen their connection with your brand."
