"The biggest mistake I see founders make on social media is trying to speak to everyone at once. The result? Your message hits no one with any power. Social media works when one person on the other side of the screen feels like you're talking directly to them. And only them. That's when they stop scrolling. That's when they like, comment, DM and share."
"Use direct language. Say you. Not "teams," not "leaders in general." You. Call out exactly who you're speaking to. "As a founder..." "If you're leading a small team..." Match their language and tone. Talk how they talk. Tech founders read differently than family-run restaurant owners. Investors hear you differently than customers. Anchor it in real experiences. Share stories your "one" will nod along to and relate to. Ask questions. Keep it conversational. If you wouldn't say it out loud to a friend, don't post it."
Founders often try to appeal to everyone, which dilutes social media posts and prevents meaningful engagement. Social media succeeds when a single person feels directly addressed and compelled to stop scrolling, like, comment, DM, or share. Use direct language—say you—and call out exactly who the message targets, for example, 'As a founder' or 'If you're leading a small team.' Match the audience's language and tone, and anchor messages in real experiences that the target will recognize. Ask questions and keep posts conversational. Before writing, choose whether the message is for investors, potential customers, or peers, and speak only to that one audience.
Read at Entrepreneur
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