Hey!

This week, we’re taking a look at Melissa Rosenthal’s account.

Quick highlights:

• Followers: 52,793
• # of posts (last 30 days): 55
• Post types
  • Text: 0
  • Carousel: 0
  • Image: 55
  • Video: 0
  • Giveaway: 0
• Posts with link or comment-to-get CTAs: 55 (Every single post has a link going to an article, either on State of Brand or State of AI website.)

Best two posts (by likes):

1/ In about seven months, every big consulting firm bought the same thing. Deloitte put Claude in front of 470,000 people. Accenture signed with OpenAI, signed with Anthropic eight days later, then rolled

2/ Reddit, Inc. lost 86% of its ChatGPT citations in four days and nobody at OpenAI has explained why.

Insights & Takeaways

1/ Her posting volume is slightly off.

She took a brief break from posting, but was posting 3-5x per day previously. So the report here underestimates a normal 30-day period. Which leads us to an obvious question:

Is daily posting the best practice on LinkedIn?

She clearly doesn't abide by that "rule" and has publicly stated she's gotten tens of millions of views in a month previously. So, you can definitely do more volume.

Fwiw, I will note that the personal accounts who I've seen do that level of volume are all focused on "news."

2/ She tags companies and people non-stop.

Just look at her top performing posts. 5 tags in the hook alone on the top post, and 3 on the second-best post. I actually think this is a great strategy more people should deploy.

It gives credibility to your post, because you wouldn't be tagging a company if you weren't willing to stand behind your content AND it notifies them that somebody posted about them, which can encourage engagement.

3/ She has a few different media brands she promotes.

• State of Brand
• State of AI

And there's another recruiting one. So a mix of B2B and broader consumer.

She also offers what she's doing for herself as service.

AKA she will build a media business for already big, B2B companies. What she's doing on her own account is proof it works.

4/ She comes from the media world.

And she's applying a media approach to LinkedIn, which is fascinating, because most people on the platform, act like standard creators. Personal brands that share thoughts. She's got a clear thesis with her content and it's never about her personally. It's always about the stuff with AI, brands, recruiting, etc.

5/ She writes an article for every LinkedIn post.

You think posting 2-5x per day is a lot?

Well, try first writing a long-form article 2-5x per day, then condensing that into a LinkedIn post! That's what she's doing. That's what volume looks like.

If you want to drive serious traffic to your website from LinkedIn, that's one way to do it.

Lots to learn from Melissa!

And that’s it.

Two questions for you:

1. Anything new or interesting you learned from this?
2. Who would you like me to cover next?

Best,

Matthew