Nobody wants to see a personal profile that’s just a company billboard—not you, not me, and not your stakeholders. A business-only social media presence will feel inauthentic to everyone involved. Show people you’re a real human. 

If you have hang-ups creating content, there’s an easy solution: Don’t try too hard. Capture what’s real. This requires a level of vulnerability. 

Just make sure you have boundaries in place.

I use a framework of three content types when teaching people how to make professional posts about their industries, careers, or businesses: sunshine, science, and sales.

Sunshine content shines a light on other people. Maybe that’s an appreciation post. Maybe you’re simply telling your followers what you’re grateful for.

Science content is a look behind the scenes. How do you get it all done? How does your successful company stay running?

Sales content is generally a call to action (CTA) for your audience members. Running a cool promotion? Let your followers know.

Posting about your hobbies and the ways you de-stress is another way to attract followers. 

• Love to run? Share some shots of the trail. 
• Are you a history buff? Post about the most recent book you’re reading. 

These posts allow members of your network to relate to you.

A great personal brand feels like an organic extension of your life rather than part of a to-do list. Including hobbies in your content mix shouldn’t require a massive routine change. That’s important because you don’t have an hour to spend planning epic content. Don’t make this harder than it needs to be.

In all likelihood, you became a business leader because you have a cocktail of valuable (and interesting) experiences—in life, in your industry, in the world. People respect thought leaders with original, compelling insights.

As you’re cranking through the day, don’t be afraid to share your work-related musings, best practices, successes, and failures. Social media is all about micro-moments, so don’t be afraid to “write tight” and post as a thought occurs to you.