Glossary
Presence
One account you publish from, such as a personal LinkedIn profile or a company page, with its own positioning, audience, content pillars and tone.
Also called: social presence, account
A presence is a single account seen from the reader’s side: who it speaks for, who it speaks to, what it talks about and how it sounds. A founder typically has at least two on LinkedIn alone, their personal profile and their company’s page, and may have more on X and Instagram.
Treating each presence separately matters because the same sentence reads differently depending on who says it. “We shipped three weeks late and here is why” is a candid post from a founder and an odd one from a brand account. Writing for a presence means deciding its positioning (what it is known for), its audience, its content pillars and its tone before writing the posts.
Loudquill uses the word in this sense: every idea, draft and suggested comment in it is written for one presence at a time.