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Im a LinkedIn ghostwriter, which means I write personal LinkedIn posts for other people in their unique voice. Nobody knows I’m the writer behind the post. Today, CEOs, executives, entrepreneurs, and consultants are also building their online presence and vying for attention, particularly on LinkedIn. Thats where the ghostwriter comes in. According to LinkedIn, 82% of consumers are more likely to trust a company whose CEO and leadership team are active on social media, and 77% are more likely to buy from such a company. Furthermore, 85% of B2B marketers say LinkedIn is the most valuable social platform to be active on. People love to hear from leaders. The Financial Times reported that executives can expect four times more engagement than other LinkedIn users and have even experienced a 39% increase in followers after posting. Leaders have so much knowledge and insight to share, and its clear that their network wants to hear from them. However, many lack the time, writing skills, or consistency required to create and sustain an influential LinkedIn presence. Enter the LinkedIn ghostwriter: the C-suites new power tool and an essential addition to their communications team. I started out as a typical social media manager for brands. LinkedIn content was always for company pages, usually in the B2B space. Then, in early 2023, I signed my first ghostwriting client, creating posts for executives’ personal LinkedIn profiles. Since then, Ive created hundreds of posts and helped my clients boost their personal brands and influence on the platform. Heres what you need to know if youre considering hiring your own LinkedIn ghostwriter. HOW IT WORKS Ghostwriting isnt about faking a voice or posting for the sake of posting. It requires a thorough understanding of the platform and the ability to adapt to various kinds of voices and personalities. Heres a quick look at my process: Onboarding and research The first port of call is getting to know a new client’s tone of voice, goals for their LinkedIn presence and business, and even their hobbies outside of work. Were all humans, after all! We have a kick-off call and an intake form so I can get to know them better, which helps me create posts that are authentic to the client. From there, I develop the content strategy, which outlines the overarching topics (or content pillars) that well talk about, the formats (video, carousel, imagery) that well use, as well as the success metrics that will be measured each month. Content creation Next, I create weekly content aligned to the clients goals and strategy. I pull their insights, knowledge, and opinions from various sources, such as interviews, questionnaires, slide decks, webinars, industry news, blogs, personal stories, and our regular catch-ups. These are crafted into engaging, personalized, thought-leadership-style posts and are sent to the client for review. Once any edits are made, I schedule the post to their profile, or they post it themselves, depending on their preference. Continuous refinement This isnt a set-and-forget process. Each month, I review the metrics to see which types of posts and content topics performed best, and why. These insights help inform the strategy moving forward. HOW TO FIND THE BEST LINKEDIN GHOSTWRITER FOR YOU Partnering with a ghostwriter with whom you mesh well is critical. Here are some tips to get you started on your search: Recommendations: A great place to start is by asking your network on LinkedIn for reputable contacts. Once you have a shortlist, make sure to read testimonials and check out their own LinkedIn profiles, too. Set your expectations early: Do you want daily posts? Monthly LinkedIn articles? Perhaps a combination of both? If youre hesitant about handing over the reins to your profile, see if you can do a trial period first. Understand how they work: How regularly do they have catch-ups? How many rounds of revisions do they include for each post? What is the preferred method of communication for you both? Some clients like to message over WhatsApp when an idea arises, while others prefer a scheduled monthly Zoom call. Rates: LinkedIn ghostwriters may charge anywhere from $500 to more than $3,000 per month. It depends on their experience level and the scope of the work, such as how many posts are created each month, whether theyre editing video, designing graphics, or engaging in community management (e.g., responding to direct messages and commenting on posts on behalf of the client). Privacy: Clients often expect privacythey dont want the whole world to know they are using a ghostwriter. If required, check if the ghostwriter is happy to sign an NDA. Red flags: LinkedIn ghostwriters are custodians of a clients personal brand and reputation, so professionalism and integrity are of the utmost importance. If a ghostwriter communicates poorly, doesnt deliver what they promised, forges ahead without a written agreement, or hasnt nailed your tone of voice after a couple of months, these are red flags, and it may be time to find another! A LinkedIn ghostwriter is more than just a writer. Theyre a strategic communications partner to their clients. The best ones are undetectable, yet help you increase your reach and influence.
Category:
E-Commerce
ABC has suspended Jimmy Kimmels late-night show indefinitely after comments that he made about conservative activist Charlie Kirk’s killing led a group of ABC-affiliated stations to say it would not air the show. Kimmel, the veteran late-night comic, made several comments about the reaction to Kirk’s assassination on his show on September 15 and 16. He said that many in MAGA land are working very hard to capitalize on the murder of Charlie Kirk. ABC, which has aired Kimmel’s late-night show since 2003, moved swiftly after Nexstar Communications Group said it would pull the show starting Wednesday. Kimmel’s comments about Kirk’s death are offensive and insensitive at a critical time in our national political discourse, said Andrew Alford, president of Nexstar’s broadcasting division. Nexstar operates 23 ABC affiliates. There was no immediate comment from Kimmel. President Donald Trump celebrated ABC’s move on the social media site Truth Social, writing: Congratulations to ABC for finally having the courage to do what had to be done. He also targeted two other late-night hosts, Jimmy Fallon and Seth Meyers, and said they should be canceled too, calling them two total losers. Kimmels contract is up at the end of next season, which ends in May 2026. After ABCs announcement, White House deputy chief of staff Taylor Budowich posted on X: Welcome to Consequence Culture. Normal, common sense Americans are no longer taking the b- and companies like ABC are finally willing to do the right and reasonable thing.” In his monologue on September 15, Kimmel said, We hit some new lows over the weekend with the MAGA gang desperately trying to characterize this kid who murdered Charlie Kirk as anything other than one of them and doing everything they can to score political points from it. Kimmel said that Trump’s response to Kirk’s death is not how an adult grieves the murder of someone he called a friend. This is how a 4-year-old mourns a goldfish, okay? He also said that FBI chief Kash Patel has handled the investigation into the murder like a kid who didn’t read the book, BS’ing his way through an oral report. He returned to the topic the following night, mocking Vice President JD Vance’s performance as guest host for Kirk’s podcast. He said Trump was fanning the flames by attacking people on the left. Which is it, are they a bunch of sissy pickleball players because they’re too scared to be hit by tennis balls, or a well-organized deadly team of commandos, because they can’t be both of those things. Authorities say Tyler Robinson, 22, who is charged with killing Kirk, grew up in a conservative household in southern Utah but was enmeshed in leftist ideology. His parents told investigators he had turned politically left and pro-LGBTQ rights in the last year. Utah records show he was registered as a voter, but not affiliated with either political party. His voter status is inactive, meaning he did not vote in two regular general elections. He told his transgender partner that he targeted Kirk because he had enough of his hatred. Kimmel, like CBS late-night host Stephen Colbert, has consistently been critical of Trump and many of his policies on his ABC show. CBS said this past summer that it was canceling Colbert’s show at the end of this season for financial reasons, although some critics have wondered if his stance on Trump played a role. By David Bauder, AP Media Writer
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E-Commerce
Leadership is not a straight line or a standard model; there are countless paths to the top. From Silicon Valley builders like Reed Hastings to steady hands like Warren Buffett, who had already led Berkshire Hathaway for decades before Netflix mailed its first DVD, the common thread is not a blueprint, but an ability to draw the best out of people. With two decades in the C-suite, Ive collected a handful of lessons that have shaped my leadership philosophy. I certainly dont pretend to have all the answers, and ultimately leadership is a journey, not a destination. But these five observations have helped me along the way. They serve as a useful guide in navigating the unpredictable terrain of leadership, and in my view, often separate tone-deaf leaders from those who really connect. 1. World-class products come from world-class people If there is one piece of wisdom I elevate above all else, it is that people matter most, every time. The flywheel of any successful company spins because of its people: Amazing people build innovative products and platforms; these drive healthy profits; healthy profits are reinvested in more amazing people. Embracing humility over hubris is key. Acknowledge your blind spots and recognize your limitations in knowledge and skill. Doing so gives you a clearer lens to find the right people and build teams that fill those gaps. At Twilio, my leadership has focused on nurturing a culture where teams are empowered to innovate boldly and embrace risk, especially during uncertain times. This approach has deepened my commitment to building teams that complement and challenge one another. 2. Absorb fear, lead the charge Fake it till you make it looks good on a bumper sticker, but it is a hollow mantra in the C-suite. Leadership is not about projecting false confidence; it is about absorbing the fears and insecurities of your team, even when you do not have all the answers. The balance is delicate: Project stability without slipping into manufactured bravado. Customers and employees are astute judges of authenticity, and they will see through a façade. As the late Kobe Bryant said, Confidence comes from preparation. There is no shortcut to the hard work of preparation, whether you are leading a basketball team or a boardroom. My 22 years at GE reinforced this lesson through constant rotation across roles: financial, cyber, legal, go-to-market, R&D. Just when I would get comfortable, I would be thrust into a new, ambiguous environment. That forced me to embrace vulnerability, cultivate curiosity, and build resilience to lead under uncertainty. Great leaders do not pretend to have all the answers, they prepare relentlessly to face the unknown. 3. Work-life balance is a myth The idea of work-life balance is often romanticized, but in my experience, it is a myth for those aiming to lead. Success demands more than a standard 40-hour workweek. It requires an unrelenting commitment to the craft of leadership, driven by curiosity and a willingness to step into discomfort. Effective leaders, whether technical experts or generalists, step beyond their core expertise to understand the full spectrum of their companys needs: customers, employees, and strategy. This agility, rooted in preparation, allows them to navigate uncharted waters and inspire others to do the same. 4. Customer obsession is a tired but true truism Companies may be powered by their people, but they orbit their customers. Customer obsession is a well-worn phrase, tossed around in earnings calls and interviews. Overused or not, its truth is undeniable. A core function of any CEO is to understand and solve customer pain points, not just today but for the future: three, five, 10 years down the line. That requires courage, foresight, and perseverance to weather short-term challenges to serve long-term gains. Last year, I met with the CEO of one of our biggest and longest-tenured customers. He told me we are not just a vendor, but one of three partners they rely on to succeed. That trust, earned through years of relationship-building and a deep understanding of their evolving business, is something we must re-earn every day. It is a reminder that customer obsession is not a buzzword, but a commitment. 5. Embrace failure: It is success that has not happened yet In his Dartmouth College 2024 commencement address, Roger Federer reflected on competition: In the 1,526 singles matches I played in my career, I won almost 80%…What percentage of points do you think I won in those matches? Only 54%…When you lose every second point on average, you learn not to dwell on every shot. His point is profound: Failure is inevitable, but success comes from winning just a little more than you lose, and moving forward without dwelling on setbacks. At Twilio, I foster a culture of permissible failure, one that values effort, encourages persistence, and rewards curiosity to push boundaries. Sometimes this leads to wins, other times it yields lessons. Both are invaluable. Leaders must create environments where teams feel safe to take risks, knowing that failure is not the end but a step toward success. THE PATH FORWARD There is no blueprint for great leadership. It is a personal journey shaped by observation, trial, error, and plenty of course corrections along the way. Traits like curiosity, resilience, and empathy, tend to shine through in those who lead well, but even then, no two paths or leaders look the same. Uncertainty has never been greater. That only amplifies the need for thoughtful, human-centered leadership. I encourage every leader, whether aspiring to the C-suite or not, to embrace curiosity, invest in people, obsess over customers, and create space for failure in the pursuit of something better. From my experience, a good CEO focuses on what their people need now to build a resilient company. A great CEO thinks beyond their tenure, laying the groundwork for others to build an even stronger enterprise. Still, I dont see leadership as a formula to master. Its a lifelong process, one that requires humility, openness to change, and, if Im honest, more than a little luck. The company and I are both works in progress, as it should be. Khozema Shipchandler is CEO of Twilio.
Category:
E-Commerce
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