Library
Reference material on building a presence on LinkedIn, X and Instagram as a founder or a small team. Written to stay useful, and checked against the networks' own documentation where a fact depends on them.
Guides
Long-form, practical guides on building a presence as a founder.
- Founder-led content on LinkedIn: a working method
A practical method for founders posting on LinkedIn under their own name: what to write about, how to draft, how often, and how to tell if it works.
- Content pillars: choosing what you post about
How to choose three or four content pillars for a LinkedIn, X or Instagram presence, test them, and keep them from turning into a straitjacket.
- Personal profile vs company page: what each is for
How a founder's LinkedIn profile and the company's LinkedIn Page differ, what each should publish, and how to keep the two voices apart.
Answers
Direct answers to the questions founders ask about posting.
- How long can a LinkedIn post be?
A LinkedIn post can hold up to 3,000 characters. Anything longer belongs in a LinkedIn article, which allows up to 125,000.
- How long can a post on X be?
A standard post on X holds 280 characters; emoji count as two and every link as 23. Premium subscribers can write longer posts.
- How often should a founder post on LinkedIn?
As often as you have something worth saying, on a rhythm you can keep for months. LinkedIn's own guidance does not recommend a number.
- Should I comment on other people's posts?
Yes, when you have something to add. A specific comment puts your name in front of people already discussing your subject.
- What makes a good hook?
An opening line specific enough that the right reader wants the next one, and honest enough that the post delivers on it.
Glossary
The words used in social publishing, defined plainly.