Company accounts are harder than founder accounts. Nobody follows a logo to watch it make decisions, and a product cannot have opinions. What a company account can do is talk to customers in public about the things customers actually care about: what changed, what broke, what is coming, and what other customers are doing with it.
The thirteen posts below are written for a company account, in a plural voice, each with a note on why it works. The products and numbers are illustrative. If you are the founder posting from your own name, the founder post ideas page is the one you want; the two accounts should never say the same thing.
Why company accounts struggle
Most company accounts post announcements and reposts of the founder, and the feed reads like a press office. The accounts people actually follow behave like the most helpful person on the support team: they explain changes in the customer's words, admit when something broke, and answer the question everyone was about to ask.
The test for a company post is simple: would a current customer be glad they saw this? Changes, fixes, answers and results pass. Inspirational quotes, reposted founder threads and "we're hiring!" with no detail do not.
Product changes people actually care about
A changelog line a customer understands
New this week: you can undo a sent invoice for 60 seconds. Asked for by 23 of you, mostly right after sending one to the wrong client. We have all been there.
- Why it works:
- The feature is described by the moment it saves, not by its name. The count shows you listened and the last line is human.
The fix for an embarrassing bug
Fixed: exports were dropping the last row of every spreadsheet. For eleven days. We are sorry. If you exported between the 3rd and the 14th, re-export. Your data was never lost, only hidden.
- Why it works:
- Owning a bug in public, with dates and the action to take, builds more trust than a quiet patch. Customers share this kind of post.
A feature you removed
We removed the dashboard widget nobody used. Usage: 0.4 opens per account per month. If you were the one person using it, email us and we will find you a better way.
- Why it works:
- Removals are rarely posted. A number and an escape hatch make this one feel considered rather than careless.
What is next, with a date
Shipping in two weeks: team accounts. The thing you told us about most in support. If you want early access, reply with how many people would be on it.
- Why it works:
- A dated promise with a reason and a call for replies that gives you useful data at the same time.
Customers and the questions they ask
Your support inbox is a post calendar. Every question asked twice is a post; every customer who does something clever with the product is a post, with their permission. Writing the answers in public also means the next customer finds them in search instead of writing in.
A customer result, with permission
A two-person agency in Lisbon runs 14 client accounts through us. They asked for bulk import. We built it. They imported 14 accounts in 20 minutes. We asked if we could share this. They said yes.
- Why it works:
- A specific customer, a specific request and a specific outcome. Saying you asked permission is a small signal that you are careful with customers.
A support question answered in public
We get asked once a week: does it work without a card on file? Yes. Add the card when you want the paid features. Until then, nothing is charged. Posting it here so it is searchable.
- Why it works:
- An honest FAQ post. It saves support time and quietly removes an objection for people considering the product.
The reason behind a rule
Why we cap daily posts at 20: One account scheduled 400 posts in a day and got locked by the platform. The cap is not a limit on you. It is a seatbelt.
- Why it works:
- Limits annoy people until they know the story. The story turns a complaint into a feature.
Asking customers to choose
Customers: if we could only build one thing this quarter, which one? A mobile app Team roles A public API One reply each. We read every one.
- Why it works:
- Three options, one-word replies, and a promise to read them. This gets more honest answers than a survey link.
Team, hiring and how you work
How the team works
Our whole team is three people in three time zones. One rule: every decision gets written down before the person in the next time zone wakes up. It has replaced most of our meetings.
- Why it works:
- A concrete working rule tells customers and candidates what kind of company this is, without a values page.
A hiring post with the real job
Hiring a support engineer. The actual job: reading angry emails, finding the bug, fixing it or getting it fixed, and writing back like a human. Remote, async, we pay for the fixing part.
- Why it works:
- The honest job description gets fewer applicants and better ones. It is also more interesting to read than a link to a careers page.
The offsite that was not
Company offsite this year: a shared document and a very long phone call. We decided to kill two features and rename one. Cheaper than a hotel. Possibly better.
- Why it works:
- Self-aware and specific about outcomes. It shows a small company making decisions, which is what people like about small companies.
Borrowing the founder's voice without copying the founder
The founder's account has the opinions; the company account has the customers. Quote the founder when a line from a meeting explains a decision, and translate founder threads into what they mean for a customer. Reposting the founder word for word gives both accounts the same feed and wastes one of them.
The founder, quoted in context
Our founder, in standup today: "If the onboarding needs a video, the onboarding is broken." We are now rebuilding onboarding.
- Why it works:
- One quotable line, and the company's response to it. The founder gets the credit and the company gets the post.
A founder thread, translated for customers
A thread from our founder on why we chose annual billing is going around. The short version for customers: it is why you will never see a surprise charge mid-month.
- Why it works:
- The thread is for founders. This post is for customers, and it answers the question they actually have.
Turning the changelog into a month of posts
- 01Open the last month's changelog and support inbox side by side.
- 02For each change, write the moment it saves a customer, not the feature name. "Undo a sent invoice" is a moment; "invoice management improvements" is nothing.
- 03For each question asked more than once in support, write the answer as a post, in the customer's words.
- 04Pick one customer doing something interesting and ask if you can share it. Most say yes if you show them the draft.
- 05Add one post about how you work, with a rule or a number in it, and one that asks customers to choose between options.
- 06Schedule them across the month. A company account posting three times a week with substance beats daily noise, and the guide to posting frequency covers how to keep the rhythm.
What a company account should never post
Do
- Changes, fixes and what is next, in plain words with dates.
- Answers to questions customers ask repeatedly.
- Customer results you have permission to share, with specifics.
Don't
- Inspirational quotes. Nobody follows a product for motivation.
- Jokes about competitors or their customers. It reads badly in six months.
- "Exciting news coming soon" with nothing attached. Announce it when it exists.
When a customer complains in public, the company account is the one that replies, and how it replies is seen by everyone considering the product. The reply examples for customer complaints cover that part. The posts above are what to say when nobody is complaining.
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Frequently
asked questions
Something else on your mind? Get in touch.
Should a startup even have a company account on X?
If customers look for you there, yes: it is where they will post complaints and questions, and an empty account looks abandoned. If your customers are not on X, a quiet account that posts changes and answers support questions is enough. Do not force a company account to be a content machine.
Who should write the company account?
Whoever talks to customers most, usually support or the founder early on. The voice should sound like the most helpful person on the team, not like marketing. One person owning it keeps the tone consistent.
How often should a company account post?
When something changed, broke, shipped or was asked. For most small startups that is two to four posts a week. Filling gaps with quotes or memes hurts more than silence.
Can the company account repost the founder?
Sometimes, with a line that translates it for customers. Reposting every founder post makes the two accounts identical and gives people no reason to follow both.
Should the company account reply to people?
Yes, to customers and to anyone asking about the product. It should not go and leave opinions in other people's threads the way a founder account does; that reads as a brand inserting itself.