Cracking the Social Media Code: Insights from a Seven-Figure Sales Journey Part 2

What To Post

Know that we know why (we are doing this) and who to write to…let’s talk about WHAT to post.

Again…VERY basic.

Employee Spotlights are a chance to highlight the team or let all of us share our favorite things about Orlando.

Florida Man Stories allow us to share the craziness that is my state in a punny way.  We use Dall-E for the images. It’s usually the only time I do so, but there are quick and funny so I don’t mind the AI creations whereas for evergreen stuff I want a real artist. Think Marvel not caring about Secret Invasion and using the AI credits v the better credits and CGI work on the big movies.

PI Topic are where we talk about something in our area of law that might be of interest to someone (spoiler alert, it’s not, but still we do it).

Testimonials are either written or video from clients talking about how awesome we are.

Again…VERY basic.  But that’s the point.

Other things to post

• About Us: services, how to work with us, etc.
• Awards we win
• Events we have going on
• Meetings with doctors offices
• Networking meetings
• Thank you for gifts
• Articles we are quoted in
• Law changes
• Local Events
• Polls
  • What’s the worst intersection in your neighborhood and why?
  • What’s your biggest driving pet peeve?
  • What’s the craziest Florida man story you’ve heard?
  • Favorite type of blah on National blah blah day
  • Other poll ideas?
• National Blah Blah Blah days
• Holidays (consider skipping the normal post on real holidays)
• Share posts from our referral sources when they have cool events going on or won awards
• Day in the life
• Fun skits
• Come with me to (I don’t even know what this is, but my team member who does our social media SWEAR by this…I have become the grandpa from Modern Family yelling at Alexa and asking why the coffee grinder is speaking to me)

These can be in addition to the posts above, or instead of, or you can prefer some of these options to those and use them instead as your baseline posting schedule. Think of it like a Tom Clancy novel (random terrorist group) takes over a/an (interesting location) and threatens to (do something bad) unless (something also bad happens) and then must be stopped by (insert special forces/hero character).

Your social media posting calendar is basically an adult madlib just like a Charcuterie board is just a lunchable for you.

The Jordan O Secret Sauce

Here is where I am REALLY proud of myself (which doesn’t happen that often).

I made a google spreadsheet with all the content pillars as different tabs (PI topics/employee spotlights/testimonials/etc). Then on each tab you can find the topic, the link to the video and thumbnail, the blog post on our website about it, any other graphics we have on that topic, and a sample caption.

VOILA!!!! Find day and platform, click to document, grab something already done and post it.

RIP Matthew Perry but in Chandler Bing voice…could I BE making it any easier.

Where’s the Catch?

It’s not a trap I swear. It can be this easy.

I then have a checklist for what makes a good post on each platform

For example

How to make a post on instagram

• Does the look of the post match our brand colors?
• Is it written in our brand voice?
• Does it look like the quality of post we should be posting?
• Did you tag anyone mentioned in the post?
• Should this post be a collab with someone?
• Did you use trending audio?
• Did you find relevant hashtags?
  • Are there between 20 and 30 hashtags?
  • Did you use #drivenlaw
• Is there a clear CTA?
  • If not, why not?
• Is there a story highlight this post should go under?

THIS IS WHERE THE MAGIC HAPPENS. I will be honest, I know almost nothing about this stage…so I am following the lead of Kendra and then my team.

I am also following my teams lead for how they edit the videos with all the fancy b-roll and effects, and how my graphic designer makes stuff look super cool (but I will make sure it follows the brand guidelines).

Do I JUST Have to Post?

Well sure…but to see major results you need to be engaging (pun intended because of course it is…I am me).

So not only do you need to track the results of your posts and see which ones people love (look for the time of the post, the topic, the format, etc). Some people have an audience that loves high production value video…others are good with a thoughtful text post.

E.g. making the posts engaging

BUT ALSO

you need to engage with other posts/people/groups/etc to expand your reach.

This is where I think the live show had the BIGGEST impact because it was an easy way to get a lot of collaborative posts and sometimes we would even go live in another Facebook group.

Try to find larger accounts in your industry, smaller up and coming ones, groups of your clients and referral sources, hashtags that your audience is following, etc.

Seriously though, an intern with a list of 50 accounts to follow and a handful of recommended comments can do wonders here. You DO look great. You DID deserve that award. This IS the way.

And Then What

Then you look at your #s climbing (or not) and use that to guide you on changes to what you’re doing.

Best case scenario you will hire someone who knows what they’re talking about internally or not and then can do a LOT better than I have outlined here (or really take this guidance but apply it to you and your firm better).

But until then…I don’t know how to make this easier and if you do…PLEASE share it with the class. This is not a none for Gretchen Weiners situation. (I will say, the underrated part about getting older is that things I found funny 20 years ago get rebooted and I can make the same jokes again like that one). My only regret is that you get this on a Friday so I will not be wearing pink.

But I digress!

Until then…have a wonderful weekend!