Calibrating Your Social Media Posts: Is Your Content Still Resonating?

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By Omnizant Team
Law Firm Marketing Agency

Set it and forget it —NOT! Today, we’re talking about social media and the danger of stagnancy.

Social media plays a key role in establishing your brand and generating referrals. If it has been quite a while since you last updated your social strategy, you might be noticing a decrease in visibility and engagement. At the very least, you might be seeing no growth. 

Luckily, we’ve got a remedy to reinvigorate your socials. Roll up your sleeves and don your lab coat—it’s time to experiment!

Here’s what you need to know about the dangers of a static social media strategy plus a short-term social media experiment that can help you get real data on what actually resonates with your audience. 

The problem with a static social strategy is stagnancy 

If you’re like some of our clients, you may have been slowly and organically trying to build a social media presence. This usually looks like:

  • Posting on autopilot schedule (3x per week)
  • Posting the same on all platforms (copy/paste)
  • Sharing locals news or blog posts

But there’s a big problem with this approach. It’s stagnant.

Posting the same content on all platforms at the same time is like trying to feed the algorithm mashed potatoes for every meal. Sure, they’re tasty at first but eventually it’s just the same-old predictable content. Would you be excited to come to the table on a steady diet of potatoes? 

Stagnant content usually means stagnant growth and withering visibility on social media platforms. The truth is that social media is a nonnegotiable part of your brand—-and it can generate a ton of leads. You cannot afford stagnant social media. 

Fix it with an experiment

Before you can change your strategy and improve your outcomes, you must collect some data.

We recommend a calibration week. During this time, you will experiment with multiple variables:

  • Frequency: How many posts per week
  • Content: What types of content you share
  • Engagement: Level of interaction from your team
  • Schedule: When you post each day

Do this experiment during a week where you have more bandwidth, or enlist the help of a team member or agency. 

Step 1: Plan to craft three posts per day across all your different social networks. This will be for a full seven days. It seems like a lot of work (and it is), but the effort is well worth it. 

Step 2: Diversify the types of content. Share a video, blog articles, new stories, client testimonials, firm news (spotlight on a new hire), or a poll. 

Mix it up with different kinds of hooks. Lead with a question, pull a quote from the article, or make a cool graphic. (Hint: ChatGPT and AI can be great tools to help with posts!) 

Step 3: Schedule your posts to run at different times throughout the week. Here’s an example:

  • Monday:  8:00am, 11:30am, 4:20pm 
  • Tuesday: 7:30am, 12:30pm, 5:30pm 

Step 4: Carve out time each day to get online. Respond to comments and repost the firm’s content to your personal profiles (as appropriate) and encourage team members to do the same.

Once you’ve finished the seven day experiment, it’s time to analyze and find out what worked.

How to analyze the results of your social media experiment

It’s time to pan for gold! 

Start by generating a report that shows statistics from each platform. If possible, pull several versions so that you can see a breakdown by each variable (like one sorted by time of day, one sorted by topic, etc.). 

Don’t overcomplicate this! If you don’t have access to complex data, simply review your posts and look for patterns.

Here’s what you’re looking for:

  • What posts did the best?
  • Were there certain days/times when audience interaction was much higher?
  • Did some content do better on LinkedIn while other pieces did better on Twitter? 
  • Did you experience follower growth during the week? Can we tie it to any one (or two or three posts)?
  • Did you see an influx in leads? (Hint: It might be dark social)

Keep an open mind, and by the end of your review, you should have several strong ideas about how your audience wants you to show up. Begin to implement some of these ideas and you might be surprised at how easy it is to connect with your audience and satisfy the algorithm. 

Review and next steps

Social media matters—and you will not succeed on social by doing the same thing week after week. 

A one-week experiment can help you gain clarity about the when, what, and how to post. You’re investing in social media, so why not maximize your ROI?

If you’d like some support with your social media, get a quote from Omnizant. We’re the design partner of choice for growth-oriented law firms. Whether your social media platforms need a jumpstart or you need a brand new approach to digital marketing, we can help.

About the Author
Since 2006, Omnizant's team of digital marketing experts, designers, developers and writers has helped over 2,000 law firms develop powerful websites that drive business growth.