Rachel Colson

What the fuck husband forgets their daughter’s birthday

The first AI notetaker was actually just two dudes typing the notes manually

Your brand has many audiences, but they also roll up into two key groups: Insiders + Outsiders. Insiders are believers. They're customers, employees, investors. They're your "base," to borrow a politician's lens. They know you and follow you closely. They want to see you constantly pushing out new material, be that product launches, content, or something else. Outsiders are *barely* paying attention to you. They need to hear you say the same thing over and over and over until you are almost hoarse. Then they need you to say it again, a different way. Only then can they decide if they want to join. Too many startup brands are using outsider material on insiders and insider material on outsiders. What do I mean? When you're talking to a new audience, you need a simple message and the willingness to repeat it. This is why "drain the swamp" and "yes we can" worked so well (regardless of your politics). This is why for YEARS Facebook's execs said "making the world a more open and connected place." You also need to retain your base and keep them engaged in your movement. The pace of your new product and feature launches keeps those existing customers from churning, and keeps your team from leaving. They want to feel progress, momentum. They want to know about your new ideas since they've already bought into the existing premise. But outsiders don't care about this yet. They don't know, or aren't bought in on the original premise. If all of your marketing is launch, launch, launch and no "why should I care?" it isn't effective. And the same is true in the reverse. Email marketing? Insiders. SEO / GEO? Outsiders. Social media? Mostly outsiders, but gotta do both. Niche podcast? Maybe mostly insiders, but gotta do both. Mainstream media? Outsiders. The broader the channel, the more outsiders you have to cater to. So don't skimp on the core messaging. Say it loud and proud and repeatedly. Just like your mom said growing up when you were embarrassed: "no one is paying as much attention to you as you think they are."

These are the best brands on social, according to Link in Bio readers. I created a document with over 340 responses to the question “What is one brand account you think exemplifies great social?”, organized by amount of mentions and industry.