I’ve been building WordPress products for 15 years and one pattern I see constantly is founders spreading themselves thin across too many social accounts without any clear strategy for what each one should accomplish.
The typical setup looks something like this: a company account, one account per plugin, and sometimes a neglected personal account that posts once every few months. It looks complete on paper but in practice leads to low engagement, shallow connections, and no real strategic benefit.
Every account is trying to do everything, which means none of them do anything particularly well.
Why Your Company Account Shouldn’t Be Your Networking Vehicle
Many WordPress founders assume their company account should handle the relationship-building work. Following other founders, replying to industry threads, engaging publicly, opening partnership conversations. I understand the instinct but it rarely works.
People don’t build peer relationships with brands. They build them with other operators. When a logo tries to act like a person it comes across as either corporate and distant or casual and unserious. Neither is a good look.
Think about your own behavior. When you see a company account trying to be chummy in replies, does it make you want to build a relationship with that business? Probably not. You might appreciate the responsiveness, but you’re not thinking “I should grab coffee with the Yoast logo next time I’m at WordCamp.”
The Founder Account Does the Heavy Lifting
Your personal account is actually the most valuable asset you have on social media, even if it has fewer followers than your product accounts.
This is where trust forms. This is where people see your judgment in action. This is where long-term relationships with other founders, investors, and potential partners actually begin.
I post observations from running WordPress businesses, lessons from mistakes I’ve made, and occasionally share opinions on where the ecosystem is heading. Nothing revolutionary, but it compounds over time. People start recognizing your name. They see you engaging thoughtfully with others in the space. When an opportunity comes up, you’re already a familiar face rather than a cold outreach.
The sales and partnerships that matter don’t come from tweets announcing new features. They come from months or years of showing up consistently and demonstrating good judgment. Someone reaches out privately because they’ve been following your thinking and they trust you’re not going to waste their time.
Keep the Company Account Boring
Your main company account should feel calm, disciplined, and honestly a bit boring. That’s intentional.
Its job isn’t to network or build relationships. Its job is to signal that you’re a serious operation. Product launches, meaningful milestones, high-quality content. Follow selectively, engage rarely but thoughtfully, stay away from hot takes and arguments.
Think of it as the account someone checks after they’ve already become interested through your personal presence. If your founder account creates curiosity, the company account confirms this isn’t a one-person operation running out of a garage. It’s the validation layer.
Product Accounts Stay in Their Lane
Each product account should focus narrowly on its specific product and audience. No founder commentary, no broad industry opinions, no personality. Just updates, user support, content amplification, and building authority in that specific niche.
Trying to be clever with product accounts usually backfires. Users want to know the tool works and that someone will help them if they have problems. That’s it.
How This Plays Out in Practice
For most WordPress businesses you really only need three types of presence, each with a specific job. Your personal founder account is where the actual relationship-building happens. Your company account exists mainly to reassure people that you’re legitimate once they’ve already found you through other channels. Product accounts serve your existing users and help with distribution.
When I look at how the most successful WordPress founders operate, this is pretty much what they’re doing whether they’ve articulated it this way or not. The ones who struggle are usually trying to make their company account do the founder’s job, or they’re neglecting their personal presence entirely because they think the brand should speak for itself.
Social media in WordPress has never been about going viral. It’s about reputation compounding quietly over years. Get the roles sorted out and it stops feeling like a chore you’re failing at. It just runs in the background while you focus on building products people actually want to pay for.
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