The best thing you can be doing in this new algorithm-driven world is increase the surface area you have to win
- Tweet consistently and experiment with new formats
- Double down on what's working
- Reuse and recycle - no one sees 100% of your posts
- Use both founder & brand accounts to share versions
- Bring in partners to distribute your content
- Try different flavors of the same message
- Disrupt the usual format & try something new
- Use every account you have to amplify (retweet stuff!)
- Repeat stuff
- Try formats that build on each other (podcast & clips)
- Repeat stuff
Success comes from some combination of quantity and quality, from regular shots at bat so one of them can be knocked out of the park.
The 'perfect launch' no longer exists and you need to be communicating constantly.