Executive Spotlight: Bill Gates

This week, our article focuses on business mogul and philanthropist Bill Gates, and in particular the way he adapts his content according to the platform he is using. The co-founder of Microsoft is perhaps best known as one of the pioneers of the microcomputer revolution, and these days is chiefly known for his humanitarian work through the Bill and Melinda Gates Foundation. Gates is extremely active on social media, present on four major social media apps (Facebook, LinkedIn, Twitter and Instagram). However, we found that Gates’ Twitter and Instagram in particular are great examples of adhering to different aspects of his business and brand, and do so according to the best practices of each respective platform....