Your Brand’s Medium Account
…and all of the things you can do with it
The first thing you’ll need to get started on Medium is an understanding of the core product functions. These features complement each other — when used in concert, they’ll enable you to get the most out of Medium’s network.
An account’s profile page is visible to everyone and is your public persona on Medium. Most brands create a general corporate account for their brand, in the same way they do on other social media sites. Brand accounts are great for publishing things that the organization as a whole (rather than a specific individual) has to say — corporate comms, announcements, and the like. Periscope does a great job of this.
If blogging fits into the scope of corporate comms for your brand, you can also leverage the brand account to publish marketing and blog content. Buffer does a nice job of this. We also highly recommend using your brand account to engage with users in the network who share your brand values or have adjacent interests.
There’s no functional difference between accounts created by individuals and accounts created by brands, with one exception. Medium automatically reserves handles that are associated with verified accounts on Twitter. If your brand has a verified account on Twitter, you must create your brand account on Medium using the “Sign Up With Twitter” option. This will allow all of your followers on Twitter to auto-follow you on Medium (provided they also have Medium accounts), so that your brand doesn’t have to start from zero when getting started on the platform.
Having an account not only allows you to post content to Medium, it also allows you to interact in a variety of different ways with the Medium community, primarily: recommending, responding, and highlighting. In addition to indexing all of the content you’ve published on Medium, your profile page will display the interactions you’ve had with content.
Posts are the most basic currency on Medium — all content must be contained in a post. You can embed almost any form of content in a post (including video, which looks especially slick as a full-bleed header using our Vimeo embed). Including high-quality visuals helps posts capture and retain reader attention.
Think of Medium recommends as a combination of a like and a share — they indicate your favorable opinion of the post and signify that you want others to read it. Recommending a story on Medium pushes that story out to the home streams of that user’s followers. So the more your brand’s content is recommended, the more organic distribution it gets.
Responses are Medium’s answer to the broader internet’s problematic commenting system. Whereas typical comments exist only as appendages to stories or articles, buried down in a digital rabbit hole, Medium responses have the full force and presence of a post. They exist on the response chain of the original article and on the response author’s profile page, which keeps Medium users honest about the comments they leave and discourages trolling.
Like recommends, responses are also a driver of organic distribution — a user’s followers will see their response and the post to which they are responding in their home streams. As such, responses can drive a lot of exposure and conversation. A powerful example: When Bono posted his Marshall Plan for Africa, Melinda Gates responded. Both Bono’s original post and her response went viral.
As part our promise to optimize for quality content, we built annotation features into our product with the aim of encouraging authentic, meaningful interactions with content. Highlights allow Medium readers to send signals to a post’s author — as well as other readers — about what passages resonate most with them. This feature creates a valuable feedback loop for brands, offering unique insight into which messages your audience is connecting with.
In a nutshell, your account is the core of your experience on Medium — it’s your public persona, and it’s your vehicle for publishing content and interacting with the network.
However, a brand’s needs can often extend beyond a singular corporate voice. Brands interested in building a multi-contributor presence on Medium can leverage our publication product—which we’ll address in more detail in our next post.