Social Media
How we show up on social - what we post, what we don't, and who owns what.
Social media is a tool for building genuine relationships and sharing things worth sharing. It's not a broadcast channel for press releases.
Company accounts vs. personal accounts
Company accounts (LinkedIn company page, Twitter/X @usehardal) are for product announcements, case studies, company milestones, and content we've published.
Personal accounts are often more effective for everything else. BarΔ±Ε and Berkay's LinkedIn posts consistently reach more people than the company page. The same is true for anyone on the team who builds an audience around their area of expertise.
Both matter. We don't mandate personal posting, but we encourage it - especially from people who have genuine things to say to our audience.
What to post
Things worth posting:
- A case study where a customer got measurably better results
- A blog post or guide we're genuinely proud of
- An honest observation about how the industry is changing
- A behind-the-scenes moment that shows what building Hardal looks like
- A product launch with a clear explanation of what it does and why it matters
- An event we're attending or sponsoring, with context on why
Things not worth posting:
- Generic motivational content
- "Proud to announce we hired someone" without anything specific about why they're interesting
- Reposted industry news with no perspective added
- Engagement bait ("Comment YES if you care about data privacy π")
- Press releases reworded as LinkedIn posts
Voice on social
The same principles as our brand voice apply - direct, specific, honest. Social media lets you be slightly more casual and personal. Use that.
One thing that works: actual opinions. "Most sGTM setups fail within a year because of X, not because of Y" is shareable. "Server-side tracking is important for marketers" is not.
LinkedIn specifically
LinkedIn is our most important channel. Our audience - digital marketing managers, data analysts, e-commerce leads - lives there. A few things that work well:
- Personal stories about things we've learned while building Hardal
- Data from our open dashboard with commentary
- Takes on industry changes (iOS updates, Meta CAPI rollouts, GDPR enforcement)
- Honest retrospectives on things that didn't work
Format-wise: shorter posts often outperform longer ones. The first line is what determines whether people click "see more." Make it specific and interesting.
When we promote a launch
If there's a product launch, new integration, or major update, plan the social content before it goes live. The checklist:
- What's the one-sentence explanation of what this does?
- Who specifically benefits from this?
- What's a real example of the problem it solves?
- Do we have a visual asset (screenshot, demo, diagram)?
- Is there a blog post or docs page to link to?
Don't post until you have clear answers to at least 1-3. A vague launch post is worse than no post.
Community and comments
Reply to comments and questions on posts. Don't ignore criticism - address it directly. If someone asks a technical question publicly, answer it publicly (others have the same question).
If someone is being hostile or trolling, you don't have to engage. Ignore or block.
What to do when something goes wrong
If a customer complains publicly on social:
- Acknowledge it publicly (don't pretend you didn't see it)
- Move the conversation to a direct message or support channel
- Fix the problem
- Let them know when it's fixed
Don't argue with a customer publicly. Even if they're wrong.