Who Isn't On Social Media?

It's never been easier to find an audience.

Recently I watched Age of Samurai: Battle for Japan - a Netflix documentary.  And as cool as it was (I highly recommend it if you like military history docs)... you know what stood out to me the most?

Nothing actually helpful for trivia.

Instead, what impacted me the most was that in the early 16th century (where the show starts) the beginning battles to re-unify Japan started with a couple thousands troops on each side.

That's it.  2000 people started getting the country back together.

About twice the size of the average high school in America.

Or 1/10th of the average NBA arena.

Shit...last year, I got almost 400,000 impressions on Linked In.  And I say that not to brag, just to prove this point.

And sure, we aren't going to war, but what can you do with being seen a few million times a year?  All organically (meaning not spending $$$ on ads).

What Really IS Social Media?

Facebook.  Instagram.  TikTok.  Etc

At their core, they're a platform to keep us connected to each other (social) through us sharing words, graphics, videos (media).

That's it.

You don't have to dance well, sing properly, be in good shape, etc.

At the VERY core, you just need to want to genuinely connect with other humans...through a computer.

What Goes Into Social Media?

Here is where we can make it COMPLICATED.

For REALLY good social media you would have someone:

Listening to your ideal audience to get to learn who they are

Putting together an idea for what your content topics need to be consistently

Coming up with more specific topics for that "cycle"

Writing the copy for the media (wording in images, scripting for videos, etc)

Coming up with your brand (name/trade name/colors/fonts/colors/etc)

Designing any graphics you will use

Recording any images or video needed

Editing the images or video

Writing the caption for the post

Scheduling the post (or posting it)

Engaging with other people

Responding to comments

Tracking the results/engagement

Tweaking the strategy/editing what isn't working

Staying up on the latest trends

AND MANY MORE

But also, you might have each of these for EACH PLATFORM

And if this is the time you wish for Victoria Neuman to come pop your head and end this madness I get it.

So instead let's flip the question

What do I REALLY Need for Great Social Media?

5 Things - that's it.

1) You need to know your ideal audience - you might be looking for new clients, you might be trying to stay top of mind with current clients, you might just be focused on current referral sources (or more, or some mix) but you need to know this.

COLD.

Like stop, collaborate and listen levels

Or willing to sacrifice your love levels

Or any other song about ice and cold.

To the point that it never bothers you anyway....okay I swear I am done with these jokes.

But seriously, you're going to talk differently, speak on different topics, being more or less open depending upon who you want to see this, so act accordingly.

2) Some plan for what and when to post

You can make this easy or complicated...I suggest a MINIMUM of 3 times per week on a minimum of 2 platforms.

If you have NO idea where to start - here's a free content calendar to get you started.

Why 3 times per week?  Because a good post is going to get to about 8% of your audience.  So 3 times per week gets you about 25%...which means if your posts are average your audience will see you 1-2 times per month.

Why 2 platforms?  Because if 1 goes under tomorrow, I don't want you losing all your efforts.

But seriously, less is more.  7 posts a week across 5 platforms is 120 pieces of content.

3 times on 2 platforms is about 25 things (per month).  Still less than 1 a day.

And seriously, be spontaneous with this too.  Just have enough scheduled to make sure you are showing up consistently.

You do need to know the limitations of a platform.  If you want to write articles - that's not something for IG.  If you want to do long form video, that's not the best for TikTok, etc.  But I promise you, it's not as complicated and specific as people want to make it out to be.

People dance on TikTok, but also do really informative science experiments.

People curse on LinkedIn

People are genuinely themselves and political internet trolls on facebook (or at least not EVERYONE...)

3) Actually show up consistently

Not just showing up to post, but talking with people, seeing other posts, engaging.

Everytime you see a post on social media you can learn something.  

Did you like the post?  (literally, not just clicking like).  If so, why?  If not, why not?  Would it fit your brand to do something similar?

But also ACTUALLY engaging with people.  Like a human being talking to another human being.

If you were at a coffee house and saw someone you knew, would you just slap a like sticker on them and walk away?  Or would you actually have a bit of a chit chat?

4) Listen to the response you get

To be totally fair, if you make 1 post and 1,000,000 people tell you that you're stupid and should quit the platform...congrats, that post went VIRAL!!!!

But seriously, that's not going to happen.  You might get a troll or two, but actually listen to the real comments (or lack thereof).

If you're a business lawyer and you talk about employment agreements and you get 15 people asking questions, and then you talk about vendor agreements and NO ONE interacts...you have an idea of what your audience cares about.

If you make a fun 30 second video on car accident tips and it gets 100 likes, but you also

Write a scholarly level blog post about insurance in your state and 2 people say they like it...you have an idea how you audience wants to see you showing up.

5) Have fun

Seriously.  Have fun with this.

If you need cases tomorrow, maybe social media isn't the right fit.

If you hate other people...also probably not right.

If you struggle turning a computer on, and still have an Iphone 2 before they had apps on it...maybe this isn't for you.

But if you're a growth minded law firm owner hoping to get to know more people (and have them know you) in a digital way at scale...maybe this IS for you.

What is this Going to Cost Me?

Really the core social media stuff is cheap.  A post is a post.

Where you can make it expensive is with high quality graphic design, video editing, running a well produced live show, getting blog articles written for you so your firm sounds like they know what they are talking about, etc.

But look, sometimes that's worth it.

I have a 2 person full time social media that runs my stuff (plus me and then we bring in other team members help for images/videos/filming/etc).  From that, I generate mid/high 6 figures from social media.

My posts, groups I am in, etc.

Plus sometimes it's someone who heard me at a conference or podcast a few years ago. Connected with me.  Sees my stuff every now and then, and now finally has the $$$ to spend.

Or a former client who comes back around a few years later for their (unfortunately) next car accident.

Plus I don't think I would get half the speaking opportunities I get without showing up consistently online.

And again, none of this is to brag.  It's to try and help convince you that it's possible.

If you're not sure if it's right for you, please just reply to this and let me know your hold-ups and let's see.

If you don't know where to start and already did that content calendar (or you just want to make this someone else's problem and skip the elbow grease) let's chat.

Seriously, on my list of things I wish I started doing sooner...this is towards the top of the list.

Until next week!  May you not be involved in any situation which leads to Tina Fey/Cinda Canning needing to make a podcast about it. 

(And yes, there's a good chance next week will be Thor: Love and Thunder references...be warned).

Until Next Friday

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