In this article, we will analyze the Twitter/X account of one of the most well-known crypto lawyers in the world—Marco Santori.
Marco’s credentials include being the CLO of Kraken and a Board Member of the Wallen Connect Foundation.
Marco is not very active on Twitter but is slightly more engaged on LinkedIn. Let’s review his presence on these platforms.
What does Marco Santori write about on Twitter?
Account: https://x.com/msantoriESQ
40k followers
180 posts
Marco is a specialist rather than an influencer, and his style is very similar to Brad Garlinghouse (see How Brad Garlinghouse Uses Twitter). He posts rarely and mainly engages in conversations with colleagues.
His most widely viewed post was about stepping down as Kraken’s CLO. The post gained massive engagement and reach.
It’s interesting to look at the storytelling format on Twitter. You reply to your own tweets, connecting them into a single narrative.
Take a look at the reach—it dropped from 423K to 20K. This is a good method, but if the content were split into separate tweets, it would be more effective (though in this case, that’s not the goal).
A mandatory retweet from Kraken’s co-founder, the CEO of Blockchain.com, the Blockchain Association, and others.
Mandatory respect to colleagues.
And here’s some product support as well. Not too many words, but a repost is enough to expand the reach.
A retweet from the event. A live update or video from the Summit would have significantly boosted the event’s impact and increased Marco’s reach.
Public feedback through a retweet with a comment.
To stay connected with your audience, retweet all significant events you attend or where you are mentioned.
Ha, a triple respect chain. Justin mentioned that Kraken has a great legal team, Michael, a Kraken lawyer, retweeted it, and Marco, Michael’s boss, also retweeted it to his feed.
This is an important takeaway: if you’re a large public company and embrace transparency, your entire team can be part of the communication.
Always support your activity with video content, especially if it’s from major trusted media outlets.
How does Marco Santori use LinkedIn?
LinkedIn Profile: https://www.linkedin.com/in/marco-santori-7ab37b28/
16k followers
What stands out right away is that Marco uses a LinkedIn Premium subscription. It offers a bit more functionality—access to courses, the ability to see who viewed your profile, and the option to message people outside your network.
Essential event announcements for the ones he participates in. Interestingly, event organizers often leverage this for promoting their own events.
Cross-post of the announcement about Marco leaving Kraken. Interestingly, the engagement is very similar to Twitter, with 130 comments and 1,700 likes.
Unfortunately, the rest of the content is also duplicated, just like on Twitter.
Conclusions on Marco Santori’s Social Media Strategy
Marco doesn’t fully leverage the potential of his own media. He has good reach but writes very little.
However, when comparing LinkedIn and Twitter, his activity on the latter is relatively high. But when compared to his peers—How to Be Like David Sacks? A Detailed Analysis of His Twitter Strategy and Who is the top crypto influencer in the world?—Marco posts very little. The reasons are clear: his focus is on business activities with minimal emphasis on personal influence.
That said, we do see product support for Kraken and Inc., which reinforces the idea that anyone with a sizable audience eventually starts using their platform to promote products.
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