Effective Use of Social Media in Tech

I just read a crisis PR plan that someone paid $12,000 for. Journalists got 14 mentions. Reddit got zero. This plan was written in 2025, not 2015. Most are still museum pieces. They go deep on traditional media (which is still important) but miss the platforms where your reputation can be shredded much faster. Here's what I would've added to this strategy (ecommerce, founder-led brand big on socials): 1. LLM audit → Does your brand show up in ChatGPT responses? Citations? What's the framing like? You need a pre-crisis benchmark so you can track recovery. 2. Reddit watch list → Map your brand and category subreddits. Save them in the plan. Reddit conversations move fast and can amplify quickly - you can't afford to discover this during a crisis. 3. TikTok strategy → If your plan just says "monitor socials" it's useless. Who's watching your TikTok? Who drafts DM responses? Does your official statement go up as a video or text post? These aren't nice-to-haves anymore. 4. Influencer protocol → If you work with creators regularly, they belong in your stakeholder matrix. I've seen too many founders scramble when their usual influencer partners suddenly go quiet during a PR storm. The media landscape has REALLY shifted. Your crisis planning needs to catch up.

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.

I’ve been having lots of conversations about LinkedIn for events from organisers wanting to drive visibility and engagement, to exhibitors heading to upcoming tradeshows, and everyone in between. Whether you’re hosting, exhibiting, or attending LinkedIn can help you get more out of every event: ✨ More visibility 🤝 More connections 📈 More business outcomes Yet LinkedIn is often underused in the event space. A one-and-done post. A quick thank you. A flurry of activity... then silence. But here’s the thing: the event isn’t the beginning and it shouldn’t be the end. To get the most value, LinkedIn should be part of your strategy before, during and after the event. Here’s how to make the most of it: 🌠 1. Be LinkedIn Event Ready Your profile and company page shape your first impression often before anyone meets you. They should tell a clear, credible story that aligns with your event involvement. Organiser Tip: Create a LinkedIn Brand Kit for your speakers, exhibitors, and team – banners, hashtags, talking points, and example posts. Exhibitor Tip: Use an event-themed banner to show your stand details or branding. 🌠 2. Build Relationships Before the Event The most valuable connections rarely start cold on event day. The lead-up to the event is prime time to increase visibility, build familiarity, and position yourself as someone worth connecting with or visiting at the stand. Organiser Tip: Spotlight speakers, exhibitors, and sessions early and use tags to amplify. Exhibitor Tip: Shortlist people you want to meet - clients, prospects, collaborators, media and start connecting early. 🌠 3. Maximise the Event Experience Use LinkedIn to take people behind the scenes, amplify moments as they happen, and make your presence visible to those who couldn’t attend. Organiser Tip: Have someone live post from the floor, tagging participants and sharing session soundbites. Exhibitor Tip: Make it easy for people to connect with you it creates immediate pathways to keep the conversation going. 🌠 4. Keep the Momentum Going This is the stage where most people go quiet, but this is when the real relationship-building begins. Use LinkedIn to keep the conversation going. Share your takeaways. Follow up with new connections. Repurpose content into future posts. Organiser Tip: Share a highlight post and set the stage for what’s next even a “Save the Date” works. Exhibitor Tip: Send a personalised follow-up message referencing your chat. 🌟 Key Takeaways LinkedIn is one of the most powerful tools you have to extend your event beyond the room. It allows you to build relationships before the first handshake, stay visible throughout the event and strengthen credibility and connection long after the banners are packed away. And if you'd like support to develop your own LinkedIn event strategy that's more than one and done, I’d love to help. Because showing up is just the beginning. #linkedin #events #eventmarketing

Don’t fall into the trap of posting incessantly on social media just for the sake of visibility. Choose presence instead.   Lately, I have been getting links with “Can you please like/comment/share?” requests.  When I ask about their goal for posting, the usual answers are:   ·      “I want broader personal visibility. Just being known to my boss or within my team feels limiting.” ·      “Good posts put me in front of the right people and help with my job search or get more leads/business” ·      “I hope one of my posts will go viral and bring instant fame.” ·      “If I post enough, someday I might become a social media influencer”   These goals aren’t wrong per se, but here’s what can help social media truly work for you: ·      Speak to a specific audience with content that’s intuitive, meaningful, and uniquely yours. Being generally “relevant” to everyone often means you’re meaningful to no one. Choose your audience wisely.   ·      Aim to be a trusted voice, a "go-to person" for a niche; not just another loud voice in the crowd.   ·      Posting just to post frequently? That’s missing the point. Quality beats quantity every time.   ·      Don’t add pictures. slides or videos just to stand out. Pictures and videos should elevate your message, not just fill space. Substance and style must work together.   ·      If you’re using agencies, communicators, or AI tools to write your posts, triple-check they reflect the real YOU. Authenticity can’t be faked.   Posting endlessly won’t automatically land you a job or business leads unless it is backed by a thoughtful, unique content strategy. And if you do land such opportunities that way, it won't always be the right fit for you.   Social media can be powerful but also a double-edged sword. Used without a strategy, it is just noise to everyone.   There’s a fine line between dignified presence and chasing visibility. Aim to be memorable for the right reasons.   #SocialMediaStrategy #PersonalBranding #CareerGrowth #LinkedInTips #ContentStrategy #ProfessionalDevelopment

I loved teaming up with Rachel Harris on the double-edged sword of social media in crisis comms. While I usually champion social's positive business impact, our Brandwatch session yesterday flipped the script. The good news? A strong listening strategy can be your early warning system for potential fires. But with AI and misinformation on the rise, that window is shrinking! We unpacked a 4 step framework and playbook approach to help keep brands ahead of the curve: 1. Prepare: Cover the Who, What, and How of your approach 2. Detect: Confirm your scope, alert triggers, and test 3. Evaluate: Have a consistent way to confirm the threat level of each message 4. Action: Have a pre-agreed approach for each risk level, and empower those needing to make a quick call on action. 💡 Key takeaways: Automation is your friend, stakeholder buy-in is crucial, and a consistent threat scale keeps everyone on the same page. #CrisisCommunications #SocialMediaListening #SocialMedia

𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟬: 𝗕𝗿𝗮𝗻𝗱 𝗩𝗼𝗶𝗰𝗲 - 𝗬𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱'𝘀 𝗨𝗻𝗶𝗾𝘂𝗲 𝗠𝗲𝗹𝗼𝗱𝘆 𝗶𝗻 𝘁𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗖𝗮𝗰𝗼𝗽𝗵𝗼𝗻𝘆 Hey marketing amigos! Buckle up because we're only halfway through our jargon-busting adventure! We've built our brand city, charted our course, woven a captivating story, and crafted a visually stunning presence. But how do we make our voice heard in the crowded marketplace? That's where Brand Voice comes in – the unique melody that sets you apart, the rhythm that resonates with your audience, the unforgettable tune that makes your brand sing. Think of it as your brand's signature song, the way you communicate with the world. It's not just about the words you use; it's about the tone, the personality, the emotions you evoke with every sentence. It's the voice that guides your website copy, social media captions, and even customer service interactions. Why is a distinct brand voice so powerful? Because it cuts through the noise, builds trust, and fosters connection. Just like Mailchimp's witty and helpful tone, or Slack's playful and collaborative voice, a unique brand voice makes you stand out, resonates with your target audience, and creates a sense of familiarity and trust. 𝗙𝗶𝗻𝗱𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗽𝗲𝗿𝗳𝗲𝗰𝘁 𝗽𝗶𝘁𝗰𝗵: To craft a brand voice that sings, ask yourself: - What is your brand's personality? Are you friendly and informal, or sophisticated and authoritative? - Who is your target audience? What kind of language do they connect with? - What emotions do you want to evoke? Trustworthy? Playful? Empowering? Once you have your melody in mind, start composing your song: -𝗕𝗲 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁: Maintain the same tone and personality across all communication channels. -𝗕𝗲 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰: Let your brand's true voice shine through, avoiding forced humor or jargon. -𝗕𝗲 𝗰𝗹𝗲𝗮𝗿 𝗮𝗻𝗱 𝗰𝗼𝗻𝗰𝗶𝘀𝗲: Communicate your message effectively without overwhelming your audience. Brand voice maestros of the music world: Look beyond the usual suspects! Here are some examples with a global twist: - Old Spice's Swagger (US): Old Spice took a bold turn with their humorous and unexpected marketing campaigns. Their quirky voice resonated with a younger audience and helped revitalize the brand. - MUJI's Minimalist Musings (Japan): MUJI, a Japanese retail company, uses a simple and uncluttered voice that reflects their minimalist philosophy. Their brand voice speaks volumes through clean design and carefully chosen words. Remember: Your brand voice is the soundtrack to your brand story. Make it memorable, make it consistent, and make it true to your brand's essence. With a clear and distinct voice, you can rise above the marketing cacophony, capture hearts and minds, and turn your brand into a song that everyone wants to hear. Like and share if you found this series insightful! #JargonBusters #BrandVoice #Branding #Marketing

I’ve reviewed 3500+ LinkedIn posts in 2025 so far that have generated over 25 million impressions. Here’s the Hook Framework I give our team that you can copy so you get people to actually read your content:  1. Work out the post type first Every post should be clearly framed as either a story post or an insight-driven post. Not both. Story posts should include: -Visual detail -Transformation -Emotional stakes -First-person voice Insight posts should: -Start with real-world context or credibility and call out their ICP (e.g. “Last week, I spoke with a founder scaling a 10-person AI company…”) -Include actionable IP or insider knowledge (make it feel exclusive) -Highlight why someone should care or listen (what is in it for the reader?) 2. The hook must earn attention Use transformation + numbers + emotion (e.g a client’s hook: “We just hit 7-figures. But two years ago, I had $0 and was scammed by my first client.”) Avoid generic or vague phrases — specificity signals credibility Pack the hook full - don’t space it out - tighten for impact Lead with the line that answers: Why should I keep reading this? 3. Show don’t tell Work out what you want to be associated with and make sure the hook signals this. Reference industries and disciplines to anchor your expertise with hard numbers or named examples (e.g. “Through influencer marketing, we scaled Gamma from 3M to 50M users in under 12 months — here’s the 5-step method that got us there.”) 4. Reframe generic phrases Instead of “I often get asked…”, say: “Here’s the question I get asked most on 1:1 $1000/hour strategy calls with (target persona)...” This makes the post feel more like privileged insight than common advice - and shows you are a real person growing a real business. 5. Speak directly to your audience Call out the target reader (ICP) explicitly (e.g. “Here’s why AI tech brands should listen”) Tailor examples to their world and challenges. Tapping into their desires/goals (getting to 100m ARR) and their pain/problems - show you understand that specific persona. 6. Packaging matters Consider wrapping key ideas into a clearly labelled methodology / IP / frameworks (e.g. “Here are the 5 Authority-Building™ steps we used to scale…”) and showing what is in it for the reader. Makes it feel more savable and shareable. 7. Use names that have existing attention Use people’s names — and give them context (why they matter) Leverage their existing attention - but make it clear & obvious why someone should pay attention to them. Eg if referencing Stan Store, explain why they matter using numbers Example of client hook: “Stan Store is on track for $100M ARR. Here’s how they’re using influencer marketing differently.” Remember, hooks matter.  But only if what follows is genuinely great, relevant, unique content. (Save this & send it to your marketing team!)

The overnight collapse of Baltimore's Francis Scott Key Bridge has unleashed a wave of online conspiracy theories, spreading like wildfire across social media platforms. Within hours, some individuals were promoting baseless claims around the cause of the attack, ranging from cyber-attacks to intentional collisions on X. While misinformation during such events isn't new, the alarming pace and trust some of these accounts command pose significant challenges for Federal agencies and corporates alike. In times of crisis, the dissemination of misinformation on social media can wreak havoc, creating confusion, panic, and hindering effective response efforts. Moreover, it erodes trust in reliable sources of information, exacerbating the chaos and making it even more challenging to manage the situation.  For corporates, it's a reality that they are living in---that's where the importance of corporate preparedness comes into the picture. Here are a few suggestions that can help with your crisis preparedness: DURING THE CRISIS ✅ Establish Clear Communication Channels: Designate official spokespersons and platforms for disseminating accurate information. ✅Monitor Social Media and News Sources: Implement robust monitoring systems to track mentions and detect misinformation early. ✅Debunk False Information: Respond promptly with evidence-based rebuttals to false claims and communicate transparently with stakeholders. ✅Engage with Stakeholders: Demonstrate transparency and accessibility by engaging directly with stakeholders to address concerns. ✅Collaborate with Authorities and Experts: Pool resources and coordinate response efforts with relevant authorities and industry peers. ✅Monitor Sentiment and Feedback: Continuously monitor stakeholder sentiment to tailor communication strategies and address concerns. BEFORE CRISIS ❎ Educate Employees and Stakeholders: Provide training on media literacy and critical thinking skills to empower individuals to discern fact from fiction. ❎ Review and Update Crisis Communication Plans: Regularly review and update crisis communication plans based on lessons learned and emerging best practices. AFTER CRISIS ⭕ Evaluate and Learn: Conduct a thorough evaluation of the company's response to misinformation to inform future crisis preparedness efforts.