What’s the best content to create and post on social media?
My answer to this question might surprise you. For lawyers, it’s not about where you went to school, your awards, or your practice. When it comes to building your brand, relationships and referrals on social media, most consumers don’t care about this stuff.
What I recommend you do is figure out your WHY. Take a moment and give some thought and consideration as to what really motivates you to get out of bed in the morning? What are your hobbies, interests and passions? What gets you excited about life? I even did a video about this a few years back. Here’s the link
if you’re interested.
After you figure out the answers to these questions, start creating and sharing content around these things. Get involved in Facebook and LinkedIn Groups, Clubhouse Rooms, Twitter Spaces and Spotify Greenrooms with other people who share similar interests.
Before you share your first post, it’s important to understand that having a unique personality, message and good people skills will separate you from everyone else in town. Offline or online, these skills are how you build relationships.
Based upon the above, create and share content that is:
(1) appropriately entertaining,
(2) unique and
This is what works to capture attention, create engagement and result in social shares.
Post COVID-19, I’ve noticed changes in consumer needs and expectations. With this in mind, I would add the following considerations to your efforts to accommodate a new and more savvy consumer dynamic. This includes:
(1) being relevant (create and share content around trending topics, issues and news);
(2) be interesting and interested in what you’re sharing (people know so don’t fake it);
(3) engage with your audience and shine a light on others and
(4) lead with empathy and listen for understanding.
Doing all of the above is what I call the “digital dance” and it’s the most important and effective way I know to build relationships and bring in new clients into your practice. It’s also the best way I know to generate a constant stream of new clients and referrals from not only your city and state but also from the other side of the world.
I recommend that you get comfortable sharing your human side. What I’m talking about are your personal experiences, hobbies and everything else in-between. Pictures, videos and experiences are what help you be unique and connect you with other human beings on an emotional level.
Let’s say you’re a lawyer who enjoys riding horses, flying drones or stand up paddle boarding. You may want to create posts about your latest ride, flight or experience out on the water, and share pictures and videos of you enjoying these activities. Every once in a while, you can include a post about equine, drone, and admiralty laws, and even discuss related legal cases your firm has handled.
At the same time, you might share pictures from your child’s soccer sidelines or maybe a short video of your niece’s dance recital at school. Posting church, Rotary, and other community activities will also help people, over time, get to know, like, and trust you as a human being. The “professional” conversations will eventually happen. Just start with showing your human side first.
Make sure to share content in the form of interesting, engaging and entertaining stories. There’s no better way to build rapport than in a short written, audio, and video story. The third section of my book mentioned above contains 15 chapters on how to communicate better while telling a good, persuasive, story. I use many of the discussed techniques to win million dollar settlements and verdicts and build 24/7 global relationships and business opportunities. You can too. I’ll share more storytelling approaches in future newsletters so no worries. All the good stuff is coming.
Being able to tell a good story on social media, with your words, pictures or videos is important. But you know what’s even more important than learning how to tell a good story? It’s telling a good story in a way that empowers your audience to give themselves permission to take a specific desired action. Storytelling in and of itself is entertainment. Storytelling with empowerment is a game changing business tool.
If your personality allows you to do so, don’t be afraid to take a position on a matter or issue that’s important to you. Heck, that’s why I became a trial lawyer, to fight social injustice and take on the bad guys in the world. Social media now allows me to do this on a much larger scale than in years past. It also allows me to connect and build professional relationships with others who feel the same way that I do. For every person I may alienate with a post or comment, I connect with 10X more people who “get me” and want to support who I am and what I believe in.
When all said and done, do you. You’ll position yourself as a lawyer who’s not only a thought leader, but also a lawyer who your community will appreciate and know, like and trust.