Effective Use of Social Media in Tech

I asked Peyton Dix about her process for establishing the social voice and tone for brands she works with. I loved her answer. "I like to get hyper specific about 'who' the brand is to establish how they might show up online. What is their sun, moon, and rising sign? Do they read The Cut? What does the rest of their FYP look like? Does the Gone Girl monologue mean anything to them? Are they in the top 1% of boygenius Spotify listeners and if so, GOD, are they okay??? I also think it’s important to not only establish who this person is but what their world looks like, try not to just speak to them but to their group chats. The way brands show up sets the tone. The relationship should be symbiotic though. Use your comment section for feedback on how your audience interacts with your work and how they like to communicate about it—with you and with each other."

I constantly get recruiter reachouts from big tech companies and top AI startups- even when I’m not actively job hunting or listed as “Open to Work.” That’s because over the years, I’ve consciously put in the effort to build a clear and consistent presence on LinkedIn- one that reflects what I do, what I care about, and the kind of work I want to be known for. And the best part? It’s something anyone can do- with the right strategy and a bit of consistency. If you’re tired of applying to dozens of jobs with no reply, here are 5 powerful LinkedIn upgrades that will make recruiters come to you: 1. Quietly activate “Open to Work” Even if you’re not searching, turning this on boosts your visibility in recruiter filters. → Turn it on under your profile → “Open to” → “Finding a new job” → Choose “Recruiters only” visibility → Specify target titles and locations clearly (e.g., “Machine Learning Engineer – Computer Vision, Remote”) Why it works: Recruiters rely on this filter to find passive yet qualified candidates. 2. Treat your headline like SEO + your elevator pitch Your headline is key real estate- use it to clearly communicate role, expertise, and value. Weak example: “Software Developer at XYZ Company” → Generic and not searchable. Strong example: “ML Engineer | Computer Vision for Autonomous Systems | PyTorch, TensorRT Specialist” → Role: ML Engineer → Niche: computer vision in autonomous systems → Tools: PyTorch, TensorRT This structure reflects best practices from experts who recommend combining role, specialization, technical skills, and context to stand out. 3. Upgrade your visuals to build trust → Use a crisp headshot: natural light, simple background, friendly expression → Add a banner that reinforces your brand: you working, speaking, or a tagline with tools/logos Why it works: Clean visuals increase profile views and instantly project credibility. 4. Rewrite your “About” section as a human story Skip the bullet list, tell a narrative in three parts: → Intro: “I’m an ML engineer specializing in computer vision models for autonomous systems.” → Expertise: “I build end‑to‑end pipelines using PyTorch and TensorRT, optimizing real‑time inference for edge deployment.” → Motivation: “I’m passionate about enabling safer autonomy through efficient vision AI, let’s connect if you’re building in that space.” Why it works: Authentic storytelling creates memorability and emotional resonance . 5. Be the advocate for your work Make your profile act like a portfolio, not just a resume. → Under each role, add 2–4 bullet points with measurable outcomes and tools (e.g., “Reduced inference latency by 35% using INT8 quantization in TensorRT”) → In the Featured section, highlight demos, whitepapers, GitHub repos, or tech talks Give yourself five intentional profile upgrades this week. Then sit back and watch recruiters start reaching you, even in today’s competitive market.

Branding isn’t about logos, colours, or catchy taglines. It’s about memory. And memory is built with structure. And guess what’s the hardest thing to do these days? Being memorable. Your audience is: – Overstimulated – Overloaded – Under-committed – And doesn’t give a flying fudge about you or your AI. They scroll past 10 brands before breakfast. They see 5,000 ads a day. They forget what they saw yesterday, and they’re not even trying to remember. So if you’re not strategic about how you show up... You don’t just lose attention, you never had it in the first place. That’s why the best brands aren’t the loudest. They’re the most structured. They build memory by design and repetition. Using the 4Cs of brand building: 1. Clarity: If your team can’t explain what you do and why it matters, your audience definitely can’t. Clarity isn’t just what you say, it's the foundation of everything else. It’s the reason you exist, the problem you solve, and the position you hold. And here's the truth: How well your brand is understood externally depends on how well it's understood internally. No alignment = no clarity. Action: Ask 5 people on your team what the brand stands for. If you get 5 answers, start here. 2. Consistency: Repetition builds reputation. Brands don’t become memorable by changing their tone every quarter or reinventing their message every campaign. Consistency means saying the same thing in a thousand different ways So you create the same mental association every time. 🍟 (I bet you just made one thanks to this emoji.. ) It’s not about being boring. It’s about becoming predictable, in the best possible way. Action: Audit your channels. Are you telling the same brand story across your site, social, decks, ads, and sales calls? 3. Cadence: If you don’t show up regularly, you don’t exist. Your audience is distracted. They won’t remember the one brilliant post you shared two months ago. They’ll remember who kept showing up. Cadence is about memory. It’s about staying top-of-mind when they’re finally ready to buy. Not everyone is ready now. But they will be. And when that moment comes, will they think of you? Action: Set a minimum publishing rhythm. Not for likes, for recall. 4. Credibility: Trust is the real currency. In a saturated world, anyone can say anything. But only brands that consistently do what they say, earn the benefit of doubt. Credibility is the compound interest of brand. It’s sloooow to build, fast to lose, and impossible to buy. Action: Show the receipts. Share stories, results, and proof. Let your audience see what you're like before they buy. Final thought: Most of your market isn’t ready to buy. But one day they will be. The brands that win are the ones that show up with structure. Be easy to understand. Be consistent in message. Be present. Be trusted. Because branding isn’t about what you look like. It’s about what people remember when they need you.

The rise of creator economy tech is real. But building tools for creators isn’t enough. You need creators to 𝐀𝐂𝐓𝐔𝐀𝐋𝐋𝐘 use them. Creator acquisition has become one of the most strategic priorities for creator-focused tech companies. In a crowded market, it’s not just about features. It’s about standing out, building real engagement, and getting creators excited from day one. So I asked five standout companies in the creator space: "What’s one specific way you’ve strategically built engagement and excitement to bring creators onto your platform?" 𝐇𝐞𝐫𝐞’𝐬 𝐰𝐡𝐚𝐭 𝐭𝐡𝐞𝐲 𝐬𝐡𝐚𝐫𝐞𝐝: 🔹 Neal Jean at Beacons AI emphasized the power of personalization. His team uses data and AI to craft beautiful, pre-built link-in-bio pages even for creators who haven’t signed up yet. That proactive approach gives creators a tangible reason to join. 🔹 Will Baumann at Fourthwall shared how success starts when creators feel proud of their product. Once a sample is ordered, the team initiates a personalized onboarding sequence, including a strategy call to co-develop a launch plan tailored to the creator’s audience. 🔹 Rob Balasabas 💙 Uscreen at Uscreen leaned into the value of IRL connection. Through curated dinners, local meetups, and high-touch events, the team doesn’t just sell software. They create intentional communities where creators feel seen, supported, and inspired. 🔹 Sherry Wong at Roster turned hiring into content. Their "Hiring Challenges" tap into existing creator behavior, making the hiring process time-bound, community-driven, and shareable. That’s how Roster went viral without spending a dime on paid ads. 🔹 Cat Valdes at Mavely / Later stressed the importance of authenticity. By being transparent about what works (and what doesn’t), and backing it up with favorable commission rates and bonuses, she builds long-term trust and buy-in from creators. These companies all take different paths, but they share one thing in common: they lead with intention, value, and empathy for the creator experience. 𝐈𝐟 𝐲𝐨𝐮'𝐫𝐞 𝐛𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐟𝐨𝐫 𝐭𝐡𝐢𝐬 𝐬𝐩𝐚𝐜𝐞, 𝐚𝐬𝐤 𝐲𝐨𝐮𝐫𝐬𝐞𝐥𝐟: why should a creator care about your platform? And what will make them stay? The most effective platforms are the ones that think beyond onboarding and focus on long-term creator engagement from day one.

Consistency in community-led Go-to-Market (GTM) doesn't mean bombarding. After observing countless product communities, here's a revelation: To 10x your community-led GTM efforts, it's sometimes more effective to... focus less on frequency and more on quality. 1. Pre-launch co-creation ↳ Involve your potential community early. Co-create the product, from features to marketing. This builds ownership and excitement. ↳ Example: Figma engaged designers early through access programs, allowing feedback that shaped development, ensuring it met user needs. 2. Gamified onboarding ↳ Replace boring tutorials with engaging, game-like experiences. Points, badges, and rewards make learning about your product fun and rewarding. ↳ Example: Grammarly boosts engagement with "daily goals" and streaks, fostering a habit of good writing practices through a fun, rewarding system. 3. Micro-influencer partnerships ↳ Leverage micro-influencers within your community. Their genuine connection with followers can authentically showcase your product's value. ↳ Example: Ahrefs partners with industry bloggers and micro-influencers for tutorials and reviews, effectively expanding brand awareness and trust within the SEO community. 4. Community-driven knowledge base ↳ Encourage users to build the knowledge base. User-generated content and peer-to-peer support enhance engagement and collective wisdom. ↳ Example: Zapier leverages its community forum for users to exchange automation workflows and solutions, enhancing the platform's value through collective wisdom. This approach doesn't require daily actions but involves strategic, meaningful engagement that fosters a strong, vibrant community around your product. Remember, quality over quantity always wins. ❤️♻️ P.S. How often do you engage with your community? I think we should aim for meaningful interactions 4-5 times a week. __ 📌 If you found this helpful, reshare this to your network and follow me Joseph Abraham for daily Go-to-market insights, frameworks, tools, and tips

I led social at LinkedIn. I led growth for a seed-stage startup. And I also recently led social for a16z crypto. Here are 7 tips for building a company social account: 1/ Focus on the top 1-2 social platforms Ideally, this is where your target audience (customers, partners, users) is spending the most time/energy. Don’t try to be on 6 platforms at once just because you see other companies doing it. It’s really tough to do and requires an entire social team to do it right. Hire 1-2 platform experts (or niche down your expertise to focus on 1 platform you can dominate). 2/ Build out a unique voice and tone This should be inspired by your founders, customers, and ideal partners in your niche. Should be differentiated — don’t just try to copy what everyone else is doing. Everyone tries to be funny or do what Wendy's is doing and it never works out. 3/ Post content worth sharing This is how you grow a brand account. Don’t make every post about you, your product, or an announcement. Instead, be the resource for your industry. Bring people together in your replies. Make content worth commenting on and stuff that helps your ideal customer achieve their goals. 4/ Win in the replies This is a lot more than just sharing one-word responses. If you see people asking questions, thoughtfully respond. Share resources. Direct people to where they can learn more. Part of social marketing is doing customer service at scale. When you think of it this way, it changes how you interact with people on the timeline. Yes, it's exhausting and is usually the grunt work of the job, but it has to get done. 5/ Partner with other brands and creators This seems obvious, but still isn’t done right most of the time. Try partnering with others in your niche via podcasts, events, threads, AMAs, reports, livestreams, etc. — then turn that into highly shareable social content. You get access to their audience and they get access to yours. Win-win. 6/ Include your community in your content strategy If you’re getting questions from your community, turn the responses into long-form social posts and give a shoutout to the person who asked. If your power users are sharing how much they love the product, repost their post, have the founder reply, and share with the entire company to show them some love. If you encourage engagement from your top advocates, then others will catch on and follow suit. 7/ Bootstrap your engagement At the start, you’ll be posting into the void. No likes, no replies, barely any impressions. This is super frustrating and usually results in people giving up or having no momentum for months. The alternative is to bootstrap your engagement. When you post, share with the company and force everyone to like/reply/bookmark. Share your best posts with friends, partners, investors, advisors, and ask them to amplify. Every engagement matters — especially at the start. This is how you’ll start to reach 2nd and 3rd degree networks.

Raj Shamani doesn’t write every LinkedIn caption. Ankur Warikoo doesn’t edit his own videos. Garry Vee isn’t manually uploading every Reel. Neil Patel doesn’t run every ad himself. And yet— Every post sounds like them. Every video feels like them. Every message reflects their voice. Why? Because the people behind their brand understand them deeply. That’s the secret most don’t talk about: You don’t need to do it all— You just need to build a system that knows you. Here’s how you can do that (even without a big team): Step 1: Define your Brand Voice Ask yourself: • What do I believe in? • What am I against? • How do I want people to feel after they read my content? Tool: Use Notion or Google Docs to create your Content Bible. ⸻ Step 2: Build Your Creator Stack If you’re outsourcing, make sure your team knows your: • Tone of voice • Preferred formats • Story style • Non-negotiables (what not to post) Tools: • Loom: Record your thoughts and feedback visually. • Fathom or Otter dot ai: Record and transcribe meetings. • Trello or ClickUp: Manage the content pipeline. ⸻ Step 3: Review, then Release The goal isn’t micro-managing. It’s alignment. Review 3-5 pieces, share feedback in voice notes or videos, then let the system take over. Trust becomes easier when the process is right. ⸻ I follow the exact same process at Digital Height with clients. Because personal branding doesn’t mean personally doing everything. It means building a brand that feels like you, even when you’re not the one hitting “post.” You don’t have to do it all. You just need people who get you—and a system that gets it done.

Is Using AI to Write LinkedIn Posts Right or Wrong? Let’s discuss.... Yesterday, I interviewed candidates for a role in my company. Part of the process involved a case study exercise. Imagine my surprise when 90% of the responses were eerily similar—some even word-for-word. It didn’t take long to realize they’d lifted content directly from ChatGPT, with no added thought, context, or originality. It got me thinking: in a world where AI tools like ChatGPT are so easily accessible, how do we maintain authenticity and originality, especially on platforms like LinkedIn where personal branding is everything? Let me tell you about a client I worked with recently. She wanted help building her thought leadership on LinkedIn. She’d been experimenting with AI to draft her posts. While the articles were technically sound, they didn’t carry her voice. There was no story, no spark, nothing that showed the uniqueness of her expertise. They read like well-polished reports, but they didn’t connect. And without connection, visibility and influence are hard to build. So, is it “wrong” to use AI? Absolutely not! But the key is how you use it. Here are some tips for Executives who want to use AI to create Thought Leadership content on LinkedIn that stands out while staying authentic: Overcome the Fear of the Blank Page: Many times the biggest hurdle is starting- AI can help. Use tools like ChatGPT to brainstorm ideas, draft outlines, or suggest titles. Think of it as your creative collaborator, not your replacement. Fact-Check Everything: A while ago I crosschecked some stats given by chat GPT and found some inaccuracies, especially in the interpretation. AI doesn’t always get it right. Always double check quotes, stats or industry-specific terms to ensure accuracy. Your expertise should always guide the narrative. Not the other way round Add Your Story: This is the special sauce- when you include your personal stories, anecdotes, experiences, insights, and voice onto the draft. A story only you can tell is what sets your thought leadership content apart. Refine for Your Voice: It can be tempting to let Chap GPT’s polished tone, takeover, but the magic is you. How do you want to sound? How do you want to show up? Do you want to be witty with a dash of professionalism? Tailor drafts so your voice and style runs through. While AI is a useful tool, it doesn't replace your years of experience and professional value- use it to refine your thoughts or drive creativity, but let your insights lead the way. Remember thought leadership is about sharing your unique perspective and connecting with others authentically. No AI tool can replace that. What do you think? Are you using AI for LinkedIn posts? How do you navigate authenticity in the age of AI? Let me know in the comments—I’d love to hear your thoughts! #Thoughtleadership #Executivevisibility #womeninleadership #AI

Follow these steps to master B2B video marketing: ☑ Set clear goals for your video marketing efforts: 1. Raise brand awareness 2. Generate leads 3. Drive conversions ☑ Define your target audience. Understand: 1. Pain points 2. Content preferences 3. Decision-making processes ☑ Develop a comprehensive video marketing strategy: 1. Types of videos 2. Distribution channels 3. Marketing funnel integration ☑ Choose the right types of videos: 1. Product demonstrations 2. Customer testimonials 3. Explainer videos 4. Thought leadership content 5. Webinars 6. Case studies ☑ Align your video content with the appropriate channels and funnel stages: 1. Different types of videos for different stages 2. Platform-specific strategies ☑ Create a budget for video production: 1. In-house production vs. vendor collaboration 2. Resource allocation ☑ Optimize your videos for search engines: 1. SEO best practices 2. Descriptive metadata ☑ Incorporate calls-to-action (CTAs) in your videos: 1. Guide viewers to the next step 2. Encourage downloads, trials, or demos ☑ Distribute your videos across multiple channels: 1. LinkedIn 2. YouTube 3. TikTok 4. Your website 5. Email marketing ☑ Measure and analyse your video performance: 1. Key performance indicators (KPIs) 2. Views, engagement rates, conversion rates, watch time ☑ Personalise your video content: 1. Customised videos for high-value prospects 2. Account-based marketing (ABM) strategy ☑ Focus on educating and providing value: 1. Informative content for decision-making 2. Address pain points and demonstrate expertise ☑ Ensure your videos are mobile-friendly: 1. Optimise for various devices 2. Increase mobile engagement Save and apply this guide today, repost if you find it useful.

After ghostwriting 2000+ posts for executives, I can tell you exactly how to build thought leadership that drives revenue. Most CEOs think it starts with posting on LinkedIn. Wrong. Great executive thought leadership is built on four steps that most people never see: 1. Strategy First Before we write a single word, we define your "category of one" positioning. What conversation do you own that nobody else can claim? We dig deep into your expertise, market dynamics, and contrarian viewpoints to find that unique intersection where you become the only voice that matters. 2. Profile as a Conversion Tool Your profile needs to be set up to polarise everyone who lands on your profile. Attract those who are target persona & good fit, push away everyone who isn’t. The result - it should make the right people want to work with you before they even send a message. 3. The Process Nobody Talks About Posting only works if you can stay consistent and volume of activity. Our process that in 1 hour of time = 12 pieces of content is: - Podcast-style interviews that extract your best ideas & insights  - Journalist-trained writers (not "LinkedIn writers") to create authentic & compelling opinion pieces - We layer in data and research to back up content - We leverage our own data in what works for clients on LinkedIn - 3 rounds of edits to ensure every post advances your industry 4. Results That Count We track all the data and bring that into the following Strategic Content Sessions. You need to ensure your content is attracting, engaging the right target decision-makers. - Decision-maker engagement (VPs, C-suite at target accounts) - Qualified conversations started - Pipeline influenced Recent client results: - Tech CEO: $2.4M in closed deals - B2B SaaS CRO: 18 qualified SQLs in pipeline - Agency CEO: First inbound deal in 1 hour The executives winning on LinkedIn aren't just hitting post with some AI-generated surface-level copy. They're investing in intellectual rigour that is showcased through their quality of content they’re the expert in their field. Ready to build thought leadership that drives real business results?