Rick Maddalena

Marketing at @membershipio. Turning ideas into growth & results. Girl dad. Very amateur golfer. Always learning. Tweets are my own.

[Rick Maddalena @RickMadd]

@dashboardlim Meta Claude

[paolo trivellato @paolo_scales]

LinkedIn completely changed in the past 6 months and you're getting fucked if you haven't noticed

Everyone's still posting the same corporate slop wondering why their reach dropped 90%

Meanwhile guys who understand the new game are printing distribution

Here's what's actually working:

The founder-led content shift (corporate pages are dead)

Growing a company page from scratch is damn near impossible now

Nobody wants to follow some sterile corporate account posting HR speak

People follow people.

Look at Adam Robinson - 140k followers, turned that into $6M ARR for RB2B in a few months

That distribution is impossible to replicate with ads or cold outreach

If you're building from scratch, skip the company page entirely

Put 100% into your personal account, 3-5x per week minimum

Don't even touch the corporate page until you're nailing personal content

The content ecosystem play (this is how you scale past the algorithm ceiling)

LinkedIn is capacity constrained - you hit diminishing returns after 1 post/day

You can't just spam 20 posts like X and keep getting linear results

So smart founders aren't running one account, they're running 3-5+

Your founding team, key employees, all posting coordinated content

This creates the illusion you're everywhere on the timeline without overwhelming any single audience

Here's the progression:

- Months 1-3: One founder posting consistently
- Months 4-6: Layer in 2-3 co-founders
- Month 7+: Incentivize junior employees to start posting

Some companies literally pay $500 bonuses for hitting posting cadence

Beehiiv does this perfectly - Tyler Denk + entire team active = omnipresent brand

pro tip: Use each account to speak to different ICP subsets

Dave speaks to marketing leadership, Matt speaks to junior marketers = total market coverage

With AI flooding the timeline, you need ways to certify content as human and real

Recurring sets are a visual hook that says "this is a real person with a real company"

If you have an office, treat it like a film set:

- Proper lighting setup
- Branded elements (Pylon painted their SF office purple)
- Designated person capturing B-roll daily
- Behind-the-scenes footage library

Posts with relevant media (video/photo) consistently outperform text-only now

This isn't optional anymore - it's the difference mbetween looking AI-generated and authentic

Content shelf life is up (algorithm showing week-old posts now)

Half your feed is content from days or weeks ago

LinkedIn tweaked the algorithm to extend shelf life and reduce the content treadmill

This means:

- Evergreen topics > trendjacking
- Your posts get second/third life weeks later
-Current events posts die fast when resurfaced

Balance your content - trendjacking gets attention but evergreen content has staying power

If someone sees your "breaking news" post a week later, it's dead weight

Personality is your moat (the only defense against AI slop)

ChatGPT and Claude can pump out "pretty okay" LinkedIn posts in 10 seconds

The timeline is flooded with generic AI garbage that reads fine but has zero substance

What AI cannot replicate:

- Your specific metrics and outcomes
- Personal anecdotes only you can share
- Your actual writing voice and personality
- Personal interests that humanize you

Actionable plays:

1. Shift from "how to" to "how I" content
2. Share stories only you can tell
3. Case study posts (your own results, with you own system)
4. Use casual tone relative to your industry

Another thing you can do is inject personal interests selectively (Gary Vee's blueberry obsession)

Your endurance training, reading habits, whatever
Humanizes you from "marketing guru" to "real person"
Fast-tracks trust and rapport

The game COMPLETELY shifted.

Founder-led distribution, content ecosystems, visual proof of life, personality moats

[Rick Maddalena @RickMadd]

@SavannahFeder What is engagement gunna be? Bot to bot

[Rick Maddalena @RickMadd]

@karenpaulscbc @JayOnrait Who’s paying for this?

[Rick Maddalena @RickMadd]

@asimgilani @FlorinPop17 Share the process. The thought and thinking at every stage has tremendous value.

[Rick Maddalena @RickMadd]

@asimgilani @HsanC_ Agree with this. Next level since upgrading. Pays for itself 10 fold.

[Rick Maddalena @RickMadd]

@MapleLeafs Phil Kessel smiling down

[Rick Maddalena @RickMadd]

@riyazmd774 Can you share the IG profile and results?

[Rick Maddalena @RickMadd]

@businessbarista Claude

[Rick Maddalena @RickMadd]

@StevenPappasTV @NYRangersRadio 39 watches his team get fed 15 punches. Hockey is a different game now - embarrassing.

[Rick Maddalena @RickMadd]

@thegoldenmuzzy Find something else to watch

[Rick Maddalena @RickMadd]

@JeffLoncke @MadeInCAD @MadelnCanada Who can afford Rogers

[Steel City Collectibles @SCCTradingCards]

🚨 GIVEAWAY 🚨

RETWEET, LIKE, & FOLLOW @SCCTradingCards for your chance to win a Vladimir Guerrero Jr Autographed Custom Toronto Baseball Jersey!

Want extra entries? Get one additional entry for each friend you tag!

#WorldSeries #WantItAll

[Rick Maddalena @RickMadd]

@MadelnCanada @BodogCA Yesavage. Medium

[Made In Canada @MadelnCanada]

🚨JAYS WS JERSEY GIVEAWAY🚨

We’ve decided to giveaway an official Nike Toronto Blue Jays jersey of your choice with any player on the back! ⚾️

To enter:

1. FOLLOW @BodogCA
2. LIKE ❤️ & RT 🔄 this tweet.
3. Reply with your size & player!

Good luck! 🇨🇦🇨🇦🇨🇦🇨🇦

[Rick Maddalena @RickMadd]

@Josh_theJaysFan @sangita_patel What a moment!

[Rick Maddalena @RickMadd]

@NHL You shouldn’t leave the best player in the world open in the slot.

[Rick Maddalena @RickMadd]

@davidalter Mackinnon 🇨🇦
Larkin 🇺🇸

[Rick Maddalena @RickMadd]

@annsunwing what is going on with WG4575. Please help.

[Rick Maddalena @RickMadd]

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