A social media presence has become crucial for law firms, the same as having a website. However, having social media listings won’t do anything for you if they’re empty, without content, leading to losing lots of new cases for your law firm.
In an attempt to post daily on social media, some law firms have taken upon themselves to post about any commemorative day such as National Chocolate Covered Cashews Day – April 21st in case you want to post next time). But what is the right balance between creating posts to acknowledge, celebrate, or recognize festive or commemorative days and when it’s best to, well, sit it out?
The answer to post or not to post is simple, post! But how to do it following best practices and create content that is more likely to impact your audience is at the center of this week’s conversation.
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Liel: [00:00:00] To post or not to post, the answer is easy. Post. But post what? I’m Liel Levy cofounder of Nanato Media and this is Incamera podcast where we emphasize the social in social media.
Liel: [00:00:44] Welcome to In Camera Podcast, Private Legal Marketing Conversations. Grace, welcome back.
Grace: [00:00:50] Thank you. How are you, Liel?
Liel: [00:00:52] I’m great, Grace.
Liel: [00:00:53] And so we’ve officially initiated the holiday seasons of Twenty Twenty, whatever that means, right? Because this year everything is unique and special. So we’ll see what that turns into, Grace. But with that said, I think you thought about a great topic to talk about today. So why don’t you set up the scene for us a little bit?
Grace: [00:01:18] So, you know, it is that holiday season’s greetings and that time of year. So I just thought for a lot of people, I don’t know that we really, truly understand what it means to market during the holidays. And so I think that for our listeners, it would be a great idea to sort of discuss law firm holiday marketing ideas. When’s a good time to do it? When is a bad time to do it, and sort of best practices to discuss this whole topic of how to market during the holiday?
Liel: [00:01:51] Yes, Grace, I totally hear you.
Liel: [00:01:52] What you say there. Right. Like the whole idea of having a content calendar has kind of preconditioned all of us to think, OK, so we need to think about our social media posts for the month ahead. And so we have a bunch of holidays lined up. And so that means we need to post about that. So we really need to kind of like to stay two steps back and see. Well, number one, do we really need to post about that? And if we do, what are the best practices and how should we go about it? Right. Right. OK, excellent. So let’s start there. Great. Right. Because we oftentimes think about this season of the year where we were looking at the end of the year holidays that pretty much starts with Thanksgiving and culminates with New Year’s. So, Grace, is that all? Are we missing something out or should we actually backtrack and look at all of the year’s holidays?
Grace: [00:02:53] I think we need to backtrack and look at all of the year’s holidays and not just the standard federal holidays, but I think that it’s important to even look at some of the holidays that may not be, quote-unquote standard, but our national holidays, something as simple as National Taco Day. And I know it’s funny, but I think, you know, these are opportunities for marketing. If it’s something that you truly enjoy and are important to you. We always talk about your story, right?
Liel: [00:03:20] Yeah.
Grace: [00:03:21] So to me, that includes the holidays that are not necessarily federal holidays, but that you can take advantage of and really, truly put something out there that means this is who I am. Guys, I’m a law firm, but I still love National Taco Day, OK?
Liel: [00:03:36] I love that. I really, really love that grace because we’re talking about personality right here. So what I’m hearing you’re saying is, yes, get on board. Yes, participate. But as long as it’s genuine. Is that right?
Grace: [00:03:52] Correct. That couldn’t have said it better, Liel. That’s exactly how I feel about it, because if you’re going to post about something, it better mean something to you, OK?
Liel: [00:04:01] All right. So if you are really passionate about tacos and you have a story with it, then you can really kind of like identify with the holiday and have a fun pic that it’s real and honest. Go for it post. It’s a great way to enjoy and make something out of the moment. But if you’re just going to go and use some shitty icons, stock photography, just to put out something out there, sit it out, kind of.
Grace: [00:04:33] I agree. I agree with you wholeheartedly. And I know and this may sound sort of too general a lot of times, but I feel like this, too, even on federal holidays. I feel like you need to make sure that you post something that means something. Right. Not just your standard sort of picture or, you know, like you said, icon or something of that nature. You know, it needs to be something specific to your belief, how you feel and, you know, sort of the story of your firm.
Liel: [00:05:04] Ok, yeah, I totally hear that Grace. And I can see that being the right path to go for now. Grace, that’s all nice and said everybody may have a few of these very specific days in the year that they can 100 percent identify with and make them theirs and post on those. But then there’s them more kind of like general celebrated holidays. And so what do we do in those cases? Let’s leave aside the religious holidays for a moment. Right. Particularly those being Christmas and Easter, maybe. And then we can talk about holidays from other religions, right, because that’s another one, which, you know, it’s quite popular, it’s really mind-blowing how many people know about Hanukkah, for instance, here in the US, but how few are really celebrated. Right. Yet it’s quite known and talked about. So let’s look first before we dive into that, let’s look first at the other kind of like general holidays. I’m talking about Grace here. I don’t know. You were just saying Veterans Day.
Liel: [00:06:10] Well, you know, very, very sensitive. What’s a law firm to do on Veterans Day when it comes down to the social media posts?
Grace: [00:06:20] So I like Veterans Day because it’s important to me. I have family that’s in service and has been in service before. So, you know, it means something to me. And so when I post about a specific holiday, I like to put a little bit of information on there as to why this holiday is an important holiday and then to thank our veterans. So I don’t just kind of put up a flag and say Happy Veterans Day. I may do that. Don’t get me wrong. You know, there’s a place for that as well. Let’s say on Twitter, maybe if you want to link it to your little blurb or something, that’s fine. But whatever you post it, there should be some kind of a story or some kind of information as to why you’re doing that, not just Happy Veterans Day. Again, if that’s all you have time for and that’s what you need to do, then that’s OK, too. I’m not saying it’s not. I’m just saying I like to post. And for me, it’s about putting a little information about why Veterans Day is an important Veteran’s Day. I mean, something simple, one line and then the flag and think thanking our veterans for their service and what they did. And I think that’s for everything. Right. I mean, Thanksgiving, I know is more of a specific holiday to the United States. And so Thanksgiving, I like to put like a little blurb, maybe one sentence us to give thanks during this time to everyone and our friends and our family and things of that nature as well. But it’s, again, more personal. So whatever you put out there, I think needs to have a little even again, one sentence, a small phrase, something as to why you’re putting it out there, not just a post to post, right?
Liel: [00:07:58] Yeah, I totally get it. I agree with it. Would you as well. And here I’ll tell you all share, which are my favorite. For instance, when we’re talking about Veterans Day posts, I love it when brands in general. Right. And I’ve seen law firms do this as well. Right. We’re not just talking here about general businesses. Law firms do this as well, and they do it very well.
Liel: [00:08:18] Is take if you have a team member who is a veteran, right. Who has served, focus on them, tell their story. Right. Let them even write the post. If you don’t have, well, you most certainly know someone or someone in your community, someone that is relative to someone within the law firm that inspires you. So talk about that. Right. Share their picture, show their story, make it about them. Right. Use your platform to let other people shine. And to me, it really, really touches the soft spot when I see this kind of posts where you can actually see pictures of the people when they were in service and the people and a picture of them now, you know, their current job or whatever it is that they’re doing now. And there’s been all kinds of really wonderful polls to talk about your passion, indication of how they were doing it back when there were in the military and how they’ve translated that same passion and the urgency to what they do now and still believe in all of the things that made them and shaped them from the military days and how that has made them who they are today really, really wonderful and very, very inspirational stuff. Grace.
Liel: [00:09:35] And so that’s I agree. It’s extremely, extremely effective. Great. Now, let’s talk about the other side. The flip side of the coin, that’s actually good posts. Those are the posts that actually they’re platform appropriate. It’s a social media platform. These are posts about people in their post, about the community. Now, Grace, what about the post when we’re on a Holiday and so you want to like the traditional scenario? I see so many of these on my timeline as the holidays approach, and I want to get your opinion on them. So we have all the personal injury law firm starting to make all of these for us to, you know, as the holidays approach and you’re going to get on the roads. Be careful with these. With that,the other. OK, right. And if anything happens, we’re here to help and protect and such. So, Grace, I’m trying to read your facial expression there. I don’t know if you’re too excited about these posts or not. Tell me what’s in your mind?
Grace: [00:10:38] Not really. I mean, how much does that really tell about who you are and your story? Nothing, not really. I mean, I’m honestly, I just think about myself when I see the same exact posts for everybody, it’s just every business.
Grace: [00:10:53] I’m not just talking about law firms. I’m talking about every business out there has the same, you know, be careful on the road to do this. Do that depending on what industry you’re in. They have like a copy-paste is what it looks like. And that’s a problem. Why? Because I’m not going to give you a second glance because you are not personalizing your message to me. And something I mean, personalization doesn’t have to be this long, drawn-out content piece, it can be something as simple as you add a geographic location to that person’s when they click on it. So it says, hey, Miami or Fort Lauderdale. I see you’re looking at the sunny weather out there. Merry Christmas or Happy New Year or whatever. There needs to be some kind of element of personalization, whether that is to the individual or about you and your law firm. So that’s why you see on my face kind of not so excited about those types of posts is because I see them all the time and I don’t know about you, but frankly, I’m a little bit tired of reading the same thing over and over again.
Liel: [00:11:57] So I’m going to give a benefit of the doubt and make it super specific to who is posting and the execution of the post. Right. Because while the messaging may seem generic, the execution can actually be terrific. But I’ll be honest with you, I don’t see a lot of this. I really don’t. Most of them. Again, stock photography is sometimes a really out of touch photography. Like why? Why would you show me that? And then the messaging. Right. Which feels very impersonal. But on that, with that being said, I can also think of a very, very, very nicely produced video telling the story.
Liel: [00:12:37] You know what? I’ll give you a great example if you want to go down down route. Right, take. And this is something I always preach about Grace. You know, don’t try to reinvent the wheel, see ads that are effective and inspirational and just twist them and turn them and adjust them for you. Right. That’s that’s the one thing that people should be more practical about the way that they do marketing. So let me give you an idea. You want to go down that route, you know who does a great, great, great work with that kind of advertising? The car manufacturers, Subaru.
Grace: [00:13:10] Subaru, Yeah.
Liel: [00:13:11] So they make all of these ads about their cars lasting forever and being passed on from generations and protecting their loved ones and family and have all of these they present you this kind of images of what could have happened. But it did not happen because the car was safe enough. Right. To prevent it. But it’s so emotionally powerful that it works. And so you go and so the story is not about the car. The story is about the individuals inside the car. And so if you take that same approach, you go down that road of messaging, then the ad can be very effective. It can be emotional and it can actually fulfill its purpose of delivering the message that you want. We’re here to protect you as well. So, yeah, that’s it.
Grace: [00:13:56] I agree with you completely, Liel. Well, actually, that’s a perfect segue way, in my opinion, to the messaging can be the same, but the imagery will need to be different. Right. It needs to convey what it is that you’re trying to convey in terms of a story about your firm.
Grace: [00:14:11] So, you know, you can say happy holidays, but the image behind it is all of your staff together at a, you know, let’s say obviously socially distant, six-foot apart and all of that with right now. But, you know, something like that or all of them helping the community or something of that nature where it can be the same standard message.
Liel: [00:14:34] And yeah, Grace, one hundred percent. Here is what I’ll tell you also. And I know I’m talking here a little bit more technical, but lean more on video, less on just plain photography, particularly if it’s not going to be actual original either photography or design work. Right. My personal opinion is that video is way more engaging.
Liel: [00:14:57] And, you know, even like for what I’ve said now, like when you’re creating a story and such like you will need to have some production quality, you will need to have some level of expertise in being able to pull this off. But it doesn’t have to be actual, you know, massive production, fully customized and shot to your measure. There’s a lot of powerful tools that you can use to actually create good quality videos. There’s a lot of video footage that you can use that is stock video footage, but edited in the right way and with the right b-roll from your law firm or with the right voice narrating the events. Right. And that could be you. That’s you. That’s when you that that’s the lawyer. That’s where you actually become part of the video of the storyline. Right, Grace. I mean, it can actually work very, very well. So video production doesn’t have to be any more one of those things that they are. Oh, my God, how can you pull out of that so hard? You have to have so many people working on it and such. It’s not as difficult as we once thought it was. It is possible. Yes. You may need professional assistance, Grace, but I’ll tell you, I mean, one of the things that I’m enjoying the most working right now in our agencies is the creation of this type of content for our clients. Right. And it’s because you can actually deliver and make very, very powerful messaging and stories and you don’t necessarily have to be on the streets with crews of tens and dozens of people creating original content. You can actually do a combination of in-between stock, great music, great sound, and then some actual original footage from the law firm, from a client. If it’s going to be sort of like a story of a testimonial or something like that, it can be in photography. Right. And then you play and then you mix it up with original photography. Right. It can be extremely, extremely powerful, Grace. So, yeah, I’m just kind of like throwing out there some of the ideas that I’m having if I were to have to do something like what we just talked about. But one hundred percent like another very, very powerful story to tell, like we’re all the time talking about and going back to the traditional personal injury holidays message, be safe on the roads, be these. Be that. You know what? If you’ve ever helped and represented someone who actually went through that, like, unfortunately, had an incident, an accident or something happened to them while they were traveling for a holiday or to meet someone or so maybe you want to talk about that? Maybe you make it about about about their story. What happened to them. Right. Because it never really, you sometimes just don’t digest things until you actually hear them as the narration of something that happened to someone. You’re just kind of like thinking like, yeah, yeah. This could happen. Yeah, this could happen. Could happen. But has it actually happened to someone and of course it has. So tell that story. I think those thoughts are extremely effective as well. Posts, if we may, right, those are actually tell stories. And you know what comes to mind right now, Grace. Do you remember that ad from Michael Morse? I think it was very, very powerful. It was a minute long if I recall correctly. I actually think with one of those that got awarded last year on NTL so it was one that it was someone who had a terrible catastrophic injury, but he kept on running marathons or something. And so there were some between the fight and struggle that this person went through and his ambition and determination to succeed to that of Michael fighting for him and doing everything he could to seek justice for him. And so how one felt the need to not let the other one down. But it’s so beautifully narrated and put together. It’s extremely, extremely powerful. And what is it at the end is the story of a victim. And, you know, I mean, it’s just takes things to a completely different level and it makes it so personal and so memorable. Like last time I saw that ad Grace, I think it’s six months ago and I still remember it. And it’s very vivid. Right. But that’s a good example also of the right production, how it helps, how it makes things.
Grace: [00:19:26] It sure does. And it’s all about personalization, storytelling either-or. Right. If you’re not going to personalize it, then at least tell a story. That’s the only way to get people to engage with anything you put out there. I’m not going to pay attention to something that’s just a standard language put out there.
Liel: [00:19:46] Yeah, no, I hear and you know you know what’s a great platform to make examples out of these Grace. Is the traditional LinkedIn post or today’s my last day. My first day. Today I achieved these today. Right. And what do they have those posts? Nothing. A picture of a person standing and just being in a place in the situation. But it’s the story seeing that face and then reading the story below.
Liel: [00:20:13] And that’s another thing. Right, that may work wonderfully on Facebook, sorry, on LinkedIn, may not necessarily have the same impact on Instagram or Facebook. Right. It’ll really depend on which platform. There are different things that may or may not work. Right. So that’s one thing, Grace. But before we jump into something else, I do want to also play devil’s advocate to what I’m saying here about, you know, good video production, good storytelling, like putting effort into it, making it worthwhile. You have to hand it that sometimes the most effortless content just takes off and it’s, you know, it just reaches heights that you’ve never thought of and rarely it’s actually from brands. But the example I’m actually going to give now, it has nothing to do with the actual brand. But oh my God, how did the brand got boosted by it? Grace, did you actually ever came across that Tik Tok of the guy that was on his longboard, just hanging on from a pickup truck or something, drinking for a cranberry juice. You never saw it?
Liel: [00:21:29] Grace, that went like to say viral. It’s an understatement. It went nuts, like it went nuts.
Liel: [00:21:37] And so the reason why I brought that up is because of the great response that the actual company had towards that momentum that they were having due to that viral video. So they reached out to that guy. They gave him away out an actual truck that was cranberry-colored, of course, full of props. And then the CEO, right, recreated the video himself, doing exactly that same. A bunch of other people did it as well. Right, celebrities. So it’s an actual great example of how to actually leverage the momentum of things that are out there. Which brings to, you know, the I think that I think a lot of law firms have been very successful at doing which are the challenges and like kind of getting involved in things happening that are not necessarily related to the practice but actually give them a great opportunity to just create a platform-appropriate content. And so this, particularly for Tik Tok, all of these challenges, have been a really, really great way for that. But it’s not necessarily related to a holiday. There may be holiday related challenges. We’ll see. I’m not I wouldn’t be surprised if those who started emerged already. But that’s a thing, right? Start your own may work. Who knows, right?
Grace: [00:22:53] That’s the other idea. It’s personal, right? If you love Tik Tok and you like posting stuff on Tik Tok as a law firm or as an individual that works at a law firm, again, employee engagement is your best engagement. So if you have somebody who is an employee that loves Tik Tok and it’s appropriate to do so, let them have them start a new challenge, you know what I mean? And say, you know, I don’t know. I honestly couldn’t even think of a challenge that would be law firm related or adjacent.
Liel: [00:23:21] That’s the whole point. It shouldn’t be it could happen within the law firm, right? The individuals in the law firm. And you see that. I mean, I’m going back now. We’re talking about the first season, if we can call it that way, of covid. Right. Which is six, seven months ago, all of the emergency response hospital crews and staff that were doing Tik Toks. Right, they were there and their crops in the midst of a pandemic were still, you know, they were finding some time to just take a deep breath, be human, and have a little bit of fun. And people responded extremely well to it because, at the end of the day, you want to see your heroes also just, you know, having fun and being human and being.
Grace: [00:24:06] Relatable.
Liel: [00:24:08] relatable. So I actually 100 percent think that is what this whole challenge should be. Right. Just about making yourself showing a side of yourself that is just not called for in the actual business context. But with things aside, you can actually also show that side of you. And it is just fun, Grace. And I think it’s just about the genuine side of things, right? If it’s really in you and it’s not everyone’s cup of tea and it’s one hundred percent acceptable. Right. You just need to know whether it’s you or not. Are you comfortable? And the other thing that you said there, Grace, is like it doesn’t have to be always the main attorney, could be actually the team.
Grace: [00:24:44] So I can tell you we did something similar. It was a very long time ago before Tik Tok. So we did like an impromptu flash mob. And so we did this in the middle of the law firm. I used to work at back in the day, it was import-export law. And so we kind of modified the song Katy Perry song Darkhorse coming at you like a dark horse in import and export law. And we just did it like a really crazy import-export, dark horse flashmob with all of the people that worked there for the birthday of one of the partners, because it just was something that we kind of came up with. And so I’m just thinking about what you’re saying. And you’re right. Like, it doesn’t have to be anything specific to whatever you’re doing is just, you know, something that’s fun.
Grace: [00:25:35] And honestly, I think we got I couldn’t tell you how many web, because at that time it was just posted on our website and we got a lot of hits on that one. And we sent it out as a kind of it happened around the holidays, as a matter of fact. And so we sent it out as a pre-holiday message from the employees at that law firm saying hi to everybody, like, hey, here we are, which is kind of like a look inside, look to the law firm and the people that work here. So I’ve always enjoyed those, like seeing those type of employee highlights and spotlight. So I think that employee engagement, as we’ve said before and what we’re saying now is post it, obviously, to the social platform that’s appropriate, but yeah, it’ll tell a different side of yourself that is fun and engaging because that’s what’s going to get people to be interested in you, because they’re buying you right. They’re knowing, getting to know you, getting to like you and getting to trust you, and then eventually buying you as a law firm as a whole and as an individual.
Liel: [00:26:38] Yeah, I totally agree with you there, Grace. So let’s now go back to holiday-specific posts. Right. We’re now heading towards Christmas, right? We’re heading towards Hanukkah. We’re heading towards the end of the year. So, Grace, let’s talk a little bit about some DOs. We already talked quite a bit about the DONTs. So let’s talk a little bit now about the DOs. What are some good ideas to go about the upcoming holidays and the posts that we could be sharing with our community.
Grace: [00:27:12] Get involved. You know, I mean, we always talk about that but always be involved. So some of the DOs are, make maintain your consistent posting as you normally would be specific as you can be in terms of the time of year and as general as you can be as well, to make sure that you encompass people of all religions and pretty much anything during the season if you can. And then, in my opinion, I think that people just need to make sure that it’s part of their overall strategy, that it’s not just something that they’re throwing against the wall and hoping it’s going to stick. Is that what you mean?
Liel: [00:27:49] Yeah. Listen, I, I so we’ve already talked about, you know, like those posts that just feel right. Right. That they are actually, you know, you see reflected yourself in them. Someone in the law firm or somebody in the business feels that that means something to me I want to partake in there. That’s there, right. And so how to also identify that make it part of your monthly meetings. Just make sure that when you’re actually planning up these things, you know, just don’t come up with them on the day off because then it’s really off-putting. Nobody wants to just have to come up with something on the spot. And then it just turns out not to be great because just like no thought went into it, right? Yes. Sometimes those lead to do great things, but very rarely. And it’s not usually the case. So just make it part of the process of, you know, hey, you know, these are stuff that are upcoming. Does anybody want to take ownership on something? Right. And just people are going to see other people saying and starting to take ownership on something.
Liel: [00:28:51] And so they’ll feel that they all have to also contribute in a way or another and know that, you know, at some point or another they’ll have to do something. And it’s fine that they kind of go out of their comfort zone a little bit and kind of like push themselves to do it. But it’s surprising to see how creative and how nice things can happen and come out of that right. And don’t measure the success of those posts in levels of engagement in terms of likes and that sort of thing. Right. It doesn’t necessarily mean anything if you’ve got one thousand likes or five hundred likes or just 15 likes, it’s fine for those who actually saw it and actually enjoyed it. That was good enough. And that fulfills kind of like the purpose of having done so right. You’re creating content primarily for you and to put out and your message out there, you’re not necessarily looking for acceptance in terms of like, oh, will it actually mean something that I don’t get any likes or anything?
Liel: [00:29:51] Now you’re putting a lot of time and effort and soul into do these boosted. Right. At least let it be seen by more people than those that you would reach organically. So that’s one thing I would say. Right. And yet again, don’t go super crazy on the segmentation. Right. Let Facebook do its thing right. Let’s find the right audience for what you created. You’re doing this. Yes. For brand awareness. But at the same time, you’re also doing it to be part of something that’s good. What do you think?
Grace: [00:30:27] No, I agree with you wholeheartedly. And it has to be part of your strategy because you’re not throwing something against the wall and hoping it’s going to stick. Right. And that’s why I said National Taco Day, because you’ll know if you love tacos when National Day is and you’ll build that into your strategy. And so you just make sure that exactly like you said, you follow your plan and you make sure that you include these things, but do not hope necessarily that it’s going to go viral. One. Right. Even if you put all this time and effort into it, it may not go viral. Guys, it’s the story. And you are putting it out there for brand awareness and best practices to maintain consistency with your brand awareness out to the market. And just like you said, let Facebook do its thing. You know, don’t hyper-segment yourself because. You’re worried that you’re going to spend five dollars extra on something that you shouldn’t have. You’re not going to spend a huge amount on this, but you are going to spend a little because you spend time on creating it and you should boost it. But again, like you said, I agree with you, it doesn’t need to be something crazy. And you also need to have levels set your own expectations as to who’s going to see it and how it’s going to be clicked on or not.
Liel: [00:31:39] Yeah, absolutely. Grace. Let’s give our listeners as takeaways today, some ideas of social holiday posts that they can actually use for this holiday season.
Grace: [00:31:52] So one of the first ones, and this is kind of what we do, as I mentioned before, with Veterans Day, I will say that for Thanksgiving and Thanksgiving’s on Thursday. And I think it’s important to put that message out there so that people will obviously know that you’re being consistent with your messaging. Put something out that’s fun. You know, a small you know, even like a little Thanksgiving. I don’t know if you had, like, a potluck socially distance potluck at your office where everybody was in their office with the little turkey on their desk. Something. Right. Something that could be a little bit personal, something that could be thought through that you’ve already had it as part of your plan. This, to me, is something actionable that you can take today, post about Thanksgiving, post about what it means to you, at the very least, a small phrase or sentence as to thanking your clients for being your clients and, you know, posting about Thanksgiving because it’s all about giving thanks in this time of year.
Liel: [00:32:52] Yeah, I think that’s a great idea for Thanksgiving. So keep it in mind for Thanksgiving. Twenty twenty-one so you can actually use that if you did not do so last week. Now if you charge fees. Right, you can actually run a campaign that is about getting now on and lock down your rates, put down a deposit now and you can get the service in the future. So that’s something good when you’re running that kind of law firm that actually retainer charges and works is based out of fees, correct? Yeah. All right, great. So that’s some great ideas and thoughts on social posts. So let’s now bring it down to three takeaways about dos and don’ts on social media posts during holidays. So, Grace, what would you say out of all of these things that we mentioned just now? What’s your biggest takeaway? Number one number we’ll start off with?
Grace: [00:33:53] No. One would be make sure you don’t just post for the sake of posting.
Liel: [00:33:59] Yeah.
Grace: [00:34:00] We’ve always talked about consistency. That to me is number one. Post the real truth. Reality in your story, not just post.
Liel: [00:34:09] Yeah, because it means something to you. Right. Because it means something to you. And you know what, Grace? I’ve actually seen people make it a tradition, right. Where every year they actually revisit a story and they just frame it in a slightly different way. They tell a different aspect of the story. They share a different piece of information that was not shared before. But it’s always around the same topic, around the same experience at around the same incident. And it’s actually quite effective, Grace, because then people I know, it’s you know, this actually works when you have a lot of awareness. But people didn’t start expecting they know or this is a day that these guys are going to post about that. Let’s see what they come up with this year. Right. So that’s actually I totally agree with you, post when it actually means something to you and when you have something to say. So Grace, I guess that brings us to take away number two is put effort in it. Right, because you may actually have the right feeling. It may mean something to you. Put a little effort into actually finding a creative way to share that message that you have. Right. And, you know, I know I talked a lot about, you know, make some amazing video and stuff. Yeah. That’s a way of doing it. But it’s not necessarily realistic for everybody else. But then we also talk about you see a picture and a story.
Grace: [00:35:32] That’s it.
Liel: [00:35:33] And it gets hundreds of thousands of likes. Right. So it can be as simple as that. But just put effort into the actual copy, into the storytelling. Right. And let your team participate. This is not a social media manager job. The social media manager job is going to coordinate and make sure that these kind of conversations are happening when they need to be had. It’s going to be there to assist the team members to make sure that things get posted at the right way, from the right place and all that good things. But the actual content can come from anyone. So make it part of your meetings, right, talk about it, and let your teams participate at this. Don’t impose that on them, just make it voluntarily, and I’m sure some will actually be quite happy and interested in doing so. And if they’re not, maybe it’s because they haven’t warmed up enough to actually want to do it. So try to inspire them by actually you taking the lead. Right. And get out of your comfort zone. I know not everybody feels very comfortable being out there in social media and kind of like presenting themselves to the world. But it’s OK. It’s not terrible, right? The more you do it, you’re probably going to become more used to it. I don’t know. Grace, what do you think?
Grace: [00:36:48] No, I agree with you completely. And that to me, honestly takes us to really take away number three, which encompasses exactly what you said, be consistent. And so to me, take away number three is include it as part of your plan.
Grace: [00:37:02] You know, have your weekly meetings and whatever else you have as part of your marketing strategy, your overall strategy. Again, like you just said, it’s not your social media manager’s job to do all of it. It’s their job to make sure that they’re coordinating. What is part of the overall plan is to post on social media, and that includes helping with the creative content, but not necessarily that they have to do it all, because a lot of times the best engagement is employee engagement. And what you get is the best in terms of creative can a lot of times. And what goes viral is what has been created by the people inside of your firm. Not always you, you know, because it reflects on your firm as a whole. So to me, I agree with you completely. Be consistent post what means something to you, but make it and make sure it’s part of your overall strategy that this is not just something that you’re throwing against the wall and hoping it’s going to stick.
Liel: [00:37:58] Yeah, I agree with you, Grace. Take things to a deeper level when you’re involving your team. Let them really participate. Going back to these kind of LinkedIn posts where you have someone and then there is a story behind that. You know what I think is one of the keys that makes or breaks those kind of posts is who’s actually writing that content. Right. If this is going to be an interview, like meet this guy and he works here. Nobody’s going to care about that. Nobody’s going to care about that. Nobody cares to read that. But if it’s actually a message from the person written by them it’s just powerful, is just the right kind of content. That’s what people go looking out for. And I’ll tell you one thing, Grace. These works at all levels, really at all levels. Don’t just be looking at your senior staff. Don’t be looking at your anyone. You know, I actually think the more junior the person putting up things, you know, the more people try to complete the different emotions. Yeah, it becomes more inspirational. That’s that’s true. I’m not saying that the content from more senior team members is not valuable. I’m just saying everything is full of opportunity.
Liel: [00:39:10] Grace, you know what? This is a conversation that I think you and I could have going on here for at least another few hours. And we still would have felt that there was much more to say. But we can always come back to it. Right. So, Grace, how about we do that next week, maybe this conversation, maybe something else, but definitely another private legal marketing conversation.
Grace: [00:39:33] Let’s do it. Thanks Liel.
Liel: [00:39:35] OK, take care Grace.
Grace: [00:39:36] You too.
Liel: [00:39:36] Bye bye.
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