A decade ago Gary V was talking about how to “crush it on Twitter.”

Today, he dropped a video about the importance of CEOs posting on LinkedIn.

“The ability to use LinkedIn both as a marketing channel like Facebook or Google and as a marketing channel for a personal brand for an individual to speak on subject matter is the big opportunity,” said Vaynerchuk, who is CEO of VaynerMedia.

There is a big caveat, he noted.

You can’t post things you don’t believe.

And the posts cannot be nakedly self-promotional.

“There is not a soul on earth that wants to hear your press release that your people wrote for you as a LinkedIn post,” he said.

He recommends you imagine “you just retired and got a full-time job at CNBC or the WSJ” and then write about “macro issues that touch on your business.”

Doing that, “you can find very fruitful grounds for business development.”

One sign of the importance of the platform is Gary V’s own following. He has 5.3 million followers on LinkedIn, compared with 3.1 million on Twitter.

Having been writing on LinkedIn in earnest for a year and a half, I would add a few more observations.

People want to know what you have to say. Posts should be accessible, authentic and personal.

Personal means that you are directly involved in the story or event. It doesn’t mean you have to “vulnerable.”

Posts that get the most engagement are educational or entertaining or both.

It’s helpful to think of posting on LinkedIn like giving an important speech.

To reap the benefit, you have to say something.

A photo of you visiting the office in St. Louis or Singapore doesn’t count.

You can get help crafting the message, but you cannot wholesale outsource it.

Readers will know.

LinkedIn is probably the single most effective way to connect with a global roster of employees, investors, stakeholders and regulators at the moment.

Very few CEOs do this now.

But sooner or later everyone will.

(See link to Gary V’s video in comments.)