Even though we are well into 2022, it’s important to keep up with the latest social media trends. It’s why Katie Brinkley joins me on the podcast this week, to talk all about her projections for the rest of this year.
I loved Katie’s approach to social media, in that she doesn’t believe you need to hop on every and all trends.
Katie Brinkley is a Social Media Strategist and Social Audio Expert with over 18 years of experience in the social media space. She has been featured on Fox, Ticker News, Medium, Voyage Denver, and more sharing her strategies on how to gain a consistent strategy to gain new leads using social media. Katie specializes in finding the right social platforms for entrepreneurs to focus on so they can grow their online presence without the overwhelm.
Katie gives listeners actionable tips on:
- [1:00] How Katie begins to figure out the trends
- [2:45] Why social media is important
- [4:00] Why trends even matter
- [5:30] Creating micro communities
- [15:10] How audio experiences like Clubhouse changed with the Pandemic and what we learned about watching trends
- [22:50] Social audio vs. Social media
- [26:20] Katie’s book recommendation
Resources mentioned in this episode:
Connect with Katie here:
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[00:00:27] Katie: Hi, I’m Katie
[00:00:28] Karin: Brinkley. I am really looking forward to this conversation. Uh, I think the awesome thing that we are going to talk about today that I feel like so many lawyers get confused about and have a hard time figuring out. Uh, his social media. So our big question, and the reason we have you on today is to talk about what are the social media trends for 2022 that lawyers need to pay attention to.
[00:00:55] So tell us a little bit first about kind of, um, how you figure these [00:01:00] things out, where you start, and then we’ll get into kind of the things they need to pay attention to this.
[00:01:06] Katie: Awesome. Well, I obviously, I love this topic because social media has been my passion for the past eight. Oh my gosh. Years I got started with, so I know I got, I always feel really old when I say
[00:01:19] Karin: social media been around that long.
[00:01:21] That’s amazing.
[00:01:23] Katie: It has it started with this thing called my
[00:01:26] Karin: gosh.
[00:01:26] Katie: And that’s when I got well, yeah, so my space with, for bands, I was helping bands with their mind pages, getting off of my space and onto the radio and being a social media. Anything didn’t exist back then because you know, Facebook was still just for colleges.
[00:01:42] Instagram didn’t exist later, didn’t exist. And I’ve always been drawn to how fast relationships can happen and how fast you can build a client’s customers leads in community around your business and your brand. When you have a [00:02:00] social media presence. And it started back with my space. Like I said,
[00:02:03] Karin: being a social media, it wasn’t even called social media back then.
[00:02:06] It probably wasn’t.
[00:02:08] Katie: I don’t think it was. I know it’s, it seems like social media is so new, but at the same time, like how much has it changed the way that we work business and communicate with each other
[00:02:23] Karin: and pay attention and kind of have an awareness of what we’re doing on a personal and a professional level.
[00:02:29] Like it’s, it really has changed relationships. Like you said. I think that’s, that’s a really great way of looking.
[00:02:37] Katie: Well, and Caryn, I think that it’s what we, if we didn’t learn anything from 2020, April of 2020, it’s that you need to have some sort of a social media presence, like whether it is a LinkedIn presence or if you’ve gone all in on Instagram, I’m not saying that you need to start posting on all of the different social channels out there, because there are a lot of [00:03:00] them.
[00:03:01] If you have a presence somewhere, you can still be gaining those inbound leads. You can still be cultivating a community and you can still get your message out there. If the world had to shut down again. And that’s that, that kind of question,
[00:03:17] Karin: sorry, just because it kind of gives us a foundation and a background of all of it.
[00:03:21] Um, and let’s hope the world never shuts down again, but even on kind of a smaller scale, like let’s, you know, at one. And of the extreme of the world shutting down, but even on a smaller scale, like, you know, if we want to have a more balanced life and be present in all these different places, this is how you, how you kind of do that.
[00:03:40] And you’re out there without having to show up at every event and every conference and, you know, do the things that old school used to have to do. To get out there and network and meet people. So, okay. So the, so the big question, uh, so what are the social media trends? But I feel like [00:04:00] we should actually even back up before we get to that, because, um, like you said, it’s the, it’s the way to network and it’s the way to get out there, but why do these trends even matter, especially to lawyers?
[00:04:11] Because I think lawyers are, you know, I don’t think I know lawyers are very hesitant when it comes to, to social.
[00:04:19] Katie: Yeah, and I mean, I get it. I understand why it’s, it seems like it’s a big undertaking of what do I post, where do I post? Which platform is right for me. And again, do I have to be on all of them?
[00:04:32] And I think that that’s one of the biggest misconceptions is, and that’s when I started working with, with new clients is I take an audit of where, where they’re posting and. Honestly, most of the time we take a giant step back, we take a step back and like, okay, let’s focus in on where you’re getting the most traction now go all in on that, start creating the right content.
[00:04:53] That’s identifying with your clients there. Let’s let them get to know you. So let’s start building up your brand on that platform. And then after [00:05:00] that, if we want to start adding more platforms in, then yeah, we can, but it really takes away a lot of the overwhelm and, and all of these social platforms exist.
[00:05:09] Yes. And there’s going to be more that are coming out. I mean, last year was definitely the boom of social audio. We saw clubhouse and Twitter spaces, Facebook audio rooms, like all of these platforms were bringing out, basically live podcasts to, uh, you know, an app form and a new way to have conversation and connect with people.
[00:05:30] That was the big thing that we saw in 2021 and 2022. I think the biggest trend is going to be in that micro content, like that micro social network. How can you cultivate that commuter? Around your business and your brand to have your biggest fans be a part of it. And they want to see all of your posts.
[00:05:50] They want to engage with you. They look forward to seeing the lessons and the value that you can give to them on a regular basis. It’s those, those micro communities that I think we’re really going to [00:06:00] start seeing. More of in 20
[00:06:02] Karin: me, ask you a couple questions about that. First of all, what, what do you mean by a micro community and then, uh, um, bef yeah, let’s, let’s, let’s focus on that question.
[00:06:11] Cause I have another question kind of following up on the, the one about clubhouse, but let’s do one at a time. What is micro-community and what is.
[00:06:22] Katie: So, you know, we solve, I was, I like three years ago. How many ads did, how many millions, maybe, maybe a B with billions of dollars. Did Facebook spend during the super bowl promoting Facebook?
[00:06:36] Yes. And it was like, why, why? Okay. Yeah. There’s some Facebook groups, but how many of us now are part of Facebook groups? Those are what we’re shown first feed, and it’s, it’s really cultivating those little, well, this is how we can communicate. This is how we can grow together. And with Facebook announcing last year that they are now meeting.
[00:06:58] And going into this virtual [00:07:00] space, I think that it’s going to become even more micro. It’s going to be leading us into how we can have those, those online communities that some of our best friends are a part of. And we’ve never even met them in real life. Some of them are, I think it’s, I think that’s the way that social media is going to be going is into these small circles.
[00:07:21] And I mean, when I say small, it could be 30,000. Yeah, but I mean like, you’re going to have these communities that you’re a part of where you, those are your closest friends. And if again, the world were to ever shut down again. Yes. We’re ready for it. We’re ready to just go ahead and pop up our avatar and throw on and have those conversations and watching Netflix together.
[00:07:42] What Oculus VR on. I mean, like, I think this is the way that things are moving and we have to pay attention. To these, micro-communities pay attention to our groups and really focus in on, I think everyone needs to look at their business and especially a lawyer, like as their personal brand. That’s [00:08:00] you, that’s the community you’re trying to grow
[00:08:01] Karin: around.
[00:08:01] Yes. As you said that at first, when you said micro-communities, I was like, I don’t know what that is and whatever, but then as soon as you started talking about Facebook groups, I have all these different groups. And that is really one of, especially for Facebook, Instagram is a different kind of story and experience.
[00:08:16] But with Facebook, it has got to the point where I don’t really care so much about my feed anymore, because I feel like we all kind of know what we’re going to see there. We all have the certain friend that always does a certain type of posts and there’s certain, you know, like it just, it gets kind of redundant, like, you know, What you’re going to see from who, but those groups have become so important.
[00:08:37] So for me, um, it’s, it’s really different types of groups. Like there’s one, that’s a very local, super local, small kind of a neighborhood moms. And in 2020, my, I live in Southern California and we had wildfires. And so we had a wildfire that came through our neighborhood and w there was 60,000 of us that were evacuated [00:09:00] and that group was critical.
[00:09:01] Like we all needed to know St by. Who was getting evacuated, where we’re going, where we’re finding hotels. Like it’s not just minor stuff. This is like major, you know, what’s happening at the schools what’s happening with this pandemic. Is this school open? Is that, you know, so that’s a major, uh, place of it’s super important to me.
[00:09:21] Yes community exactly your community, but then there’s also this group of agency owners that own businesses like mine, they’re literally all over the world and there’s been good ones and not great ones, but I’ve found a one or two that are fantastic. They provide great value. And I know that I can go there.
[00:09:41] And instantly, if I have one little question about something. Super microscopic thing in dealing with a question or about a client or something technical. I can go there and instantly someone will reply and give me like the most amazing answer. So those are critical to me and [00:10:00] that’s my main, uh, function for Facebook now.
[00:10:04] And I could totally see that, but I don’t, I don’t totally see where lawyers are going to, how that taps in for.
[00:10:12] Katie: Well, and I think that, you know, that’s, it depends on what you are getting out of your social media. So, I mean like Facebook groups, I think that it’s a great way to be a part of the community.
[00:10:21] One of the best examples I like to give is during the pandemic, I was talking to a local coffee shop owner. He has like three local coffee shops here in Denver. And I know it wasn’t a lawyer, but. He’s a brick and mortar store. He’s a brick and mortar business. How on earth is he going to be able to stay afloat when no one can leave their house?
[00:10:42] And what he did was he joined Facebook groups that were local now around him, like, so he joined this apartment building Facebook group, and he had joined, you know, the, the low high neighborhood group. And what he did was immerse himself in those communities and say, Hey, if I can [00:11:00] be open for just three days a week, What three days, Monday, Wednesday, Friday.
[00:11:05] And, and he asked those questions and not only was he immersing himself as part of that community, like, Hey, we’re your local coffee shop, right. Starbucks. You know, we’re going to open when it works best for you. People wanted to go with him. So it was a great way for him to use those Facebook groups, one to get attention in attention, but he could get exactly the insights from.
[00:11:30] Clients and customers that were local to that shop and three, he immersed himself as being support yeah. Business. And I think that that’s a great way to utilize Facebook groups. If you’re a brick and mortar store now. I, yeah, I
[00:11:44] Karin: think that’s, I was just having kind of a flashback because for me, it’s almost hard to remember the beginning of the pandemic.
[00:11:50] Like it feels so long ago sometimes, but, um, there was that there was, uh, you know, everyone was talking in the beginning about supporting your local businesses because they were, you know, [00:12:00] they were all really. Struggling. So taking that just on a normal daily, uh, kind of existence, instead of thinking about it in terms of a pandemic makes perfect sense.
[00:12:13] Be there, show up, have those conversations and depending on whatever your practice area is. Go find those right groups. So if you do real estate law, then go find people who are, you know, in that local area, if you do, you know, find the right group for whatever makes sense. But also don’t be salesy and don’t be, oh, that’s so spammy.
[00:12:35] And you just instantly get, oftentimes you get booted out of those groups if you’re just, you know,
[00:12:40] Katie: yeah, yeah. Well, and I’m in a lot of social media groups on Facebook and peop I, I go in to provide yeah. Support, like to give my 2 cents. So like a lot of times people say like, Hey, I’m looking at finally getting a scheduler for my social media.
[00:12:55] What schedulers does everyone use? And, you know, like I will pop in and [00:13:00] say like, well, I use lonely. I’ve tried just about every schedule or out there, you know, whatever. And I’ve had conversations. I’m like, if you have any more questions, feel free to DM me. And in those DM conversations, people have said like, why on earth?
[00:13:11] Like, you’ve been doing this for 18 years. Why are you in this, this group? And I’m like, well, because there’s always something to learn. I can learn. Like there might be other tools out there. I mean, if the second that I think that I know everything, that’s one thing I’m going to start falling behind. And if you show up, give value, give support to the other community members, you never know if it could turn into a lead or it could turn into a friendship or it could turn into a, you never know.
[00:13:37] So I think that it’s, it’s a great way just to show up and be that typical community member. I mean, you, we all hate going to the networking event and just having someone give us our. Business card and then turn around and walk away. That’s essentially what you’d be doing. If you show up in these Facebook groups and say, Hey, come buy from me, come do business with me.
[00:13:55] And then don’t stick around to actually like engaging, just sort of a
[00:13:58] Karin: gross, um, like it [00:14:00] feels like you don’t know how to kind of have an interpersonal relationship. Like just feels kind of gross. I heard someone the other day talking about this and saying, okay. And think of it in terms of like, I feel like the relationship and that referral thing is so much more.
[00:14:16] Bigger and so much more important for me. And it should be for any small business person than just that one little kind of interaction of like, you know, how can I sell to you? Or how can you sell to me the idea of kind of tapping into each other’s networks and how you can both work together is so much bigger.
[00:14:35] And so to, you know, to go into a networking. Even if you think of these like social media kinds of groups, like a networking event and to imagine, okay, you’re in a room with, let’s say, you know, a couple hundred people and on a good lucky day, maybe five to 10%, maybe. You know, be someone who is a potential client, which is, you know, maybe, [00:15:00] maybe a handful of people.
[00:15:01] Um, so that person you’re talking to is probably not that person, you know, a potential client, but they know someone who might be, and if you kind of go one circle out from them, all of a sudden the numbers and your potential in the conversation is so much easier. Cause it’s not like you’re trying, you’re trying to sell and it’s just kind of gross feeling.
[00:15:19] Yeah. So that makes so much sense. So in terms of coming back to the trends idea, my other question was when you were talking about 20, 21 and the audio kind of podcast, uh, uprising and all that. And I, I keep thinking about clubhouse and I heard someone saying that they really anticipated that once the pandemic started to decline, decline, that so would clubhouse.
[00:15:45] And so I’m curious about your thoughts on that and also in terms of like, If that’s what happens with trends, how closely should we follow things in order to not kind of get caught up in stuff that’s um, you know, maybe not [00:16:00] going to stick around.
[00:16:02] Katie: Yeah. I mean like it, I think that one of the things about the clubhouse, why it was so successful is because we hadn’t talked to strangers in a while.
[00:16:11] I mean, like networking events didn’t happen, you know, conferences weren’t happening. We weren’t having like new connections being made. And that’s where clubhouse was so exciting because like we were having these amazing conversations that we never would have with people we never would have met because we weren’t searching the right hashtag for keywords.
[00:16:29] And all of a sudden, we’re in a group with, you know, in a room with them, we’re in a room with, uh, you know, Paris Hilton or grant Cardone, and we can raise our hands and ask them question. And I think that that’s why clubhouse really exploded the way that it did, but it really brought to the forefront of how important it is for us to be able to have those conversations in a world where it’s just easier to text.
[00:16:51] And I will be the first one to say that when my mom called. I won’t even listen to the message. I will read her voice message and then we’ll send a message [00:17:00] back. And, and I mean, like, and it’s, it’s just
[00:17:03] Karin: faster. It’s faster. Yeah.
[00:17:06] Katie: Those connections. Like we were all wrapped up in our houses. We were holed up in our home offices talking to the same people every day and we need to have that interaction.
[00:17:17] And I think that that is why podcasts aren’t going anywhere. Let’s just be real. Be real with that. Podcasts are not going anywhere. That’s a great strategy to have as part of your business plan, but live audio is a great way to connect with people faster than ever. And you can move a relationship along at like, And clubhouse was the first and it’s still like, it’s still there.
[00:17:40] It’s still has a very strong following different types of rooms. There’s lots of stuff on NFTs right now. And there’s still a
[00:17:47] Karin: lot of, and just, it seems like that’s, I’m worried that that’s going to take over a little bit too much. And then the rest of the people are kind of like, uh, sort of backing away from like, uh, you know, when you think about that, [00:18:00]
[00:18:00] Katie: Uh, well, I, I think that it’s because it’s, yeah, it’s new and NFTs, but I’m not going to say that I’m an NFT expert.
[00:18:06] I do own a few NFTs, but again, it comes back to that community building. I don’t want to derail the conversation into NFCS too much, but I do think that NFTs are something to pay attention to as a business and a brand. And it is all going back to driving the community. Um, so. But I think that with, with clubhouse and social audio, they, it’s still conversation driven.
[00:18:26] It’s about this two P two to six people on a stage, having a conversation, hearing different perspectives, different insights, asking those questions. That’s the way clubhouse was built and formed. And those are the rooms that do the best. Now on Twitter, it’s a different type of conversation. It’s typically three people, three, four people on stage.
[00:18:50] Talking about something and the rest of the pin commerce thing. Yeah. Facebook audio rooms. Yeah. And you can do those live emoji, commenting, sharing it and tweeting about [00:19:00] it. It’s it, all these different platforms exist for a reason because there’s different types of conversations happening on them. Um, w another tool that I really like is fireside.
[00:19:09] It’s like a live video podcast that’s owned by mark Cuban. You get the transcripts and everything. It’s a really cool platform. It’s basically like a live podcast and, um, it’s it’s I mean, like, I don’t think that these platforms are going to be feeding away. I just think that people are going to be using different ones, just like right now, you know, like I’m not a huge Snapchat.
[00:19:31] Yeah. Snapchat is still around. A lot of people still use it. A lot of people spend ad spend ad money on it. But I mean, I’m more, um, Instagram, LinkedIn, and Facebook. Those are my three kind of main social media. It seems like those are the main. And I think that we’ll find the ones that, yeah, we’ll, we’ll find the ones that fit us and our business the
[00:19:50] Karin: right way.
[00:19:51] Uh that’s so key is to find, like you said, find the ones that fit your business and the kind of work you do and depending. [00:20:00] And so. No wrong platform for lawyers in general because they’re, so they do such different work. And I have clients who are on Tik TOK and they’re doing cool stuff, but they have found their little group because.
[00:20:17] One of my clients does immigration law. And so she finds this Spanish speaking section of tick-tock and they’re talking very specifically about the kinds of questions people have when they’re trying to go. There’s so much paperwork and very specific kind of legal questions people have. So that’s her thing.
[00:20:34] And she has done amazing on that. Um, but she keeps it professional. So it’s not like, you know, Doing little dances and stuff like that. But, um, so, you know, people joke with me all the time about, well, I’m never going to go on Tik TOK and I’m like, never say never about anything. Like, you know, if it’s not right for your practice area, it’s not right.
[00:20:52] But finding that right avenue where your audience is, is. Answer, whatever that that [00:21:00] might be. So, um, so let’s talk more about those trends and it sounds like you’re you think, um, like inter I keep hearing people saying that that kind of clubhouse is going away, but it sounds like you feel like it’s going pretty well.
[00:21:14] Katie: Yeah, I think that it’s just a matter of, we’re not seeing as many content creators. That’s the biggest thing is it takes time to, to be on clubhouse. It takes time to be on social media. And I think that when you are showing up one hour on clubhouse is, you know, for me an entire week. Oh my gosh. Time creating posts on Instagram.
[00:21:36] So. A week’s worth of posts on Instagram in one hour, or I could just do one clubhouse room, but this is the thing I might get five leads from that one clubhouse room. And then all of that social media work, you might get one, you know, so it, it really comes down to how you craft your title, how you prepare for your room, how you promote your room.
[00:21:57] If you have an email list, if you’re promoting [00:22:00] it on your other social media channels. If you are spending time on clubhouse, you absolutely need to be on Instagram as well, because they are so closely connected. I, so I think that, you know, you have to have a strategy behind it. And a lot of people, a lot of the content creators are talking about NFTs right now on the crypto side, because it is a hot topic and you have to be willing.
[00:22:24] I think that we just need to be willing to start those rooms. Be willing to start a room with six to 10 people in it. Yeah. Three of those Pete, if you have six people in a room and there’s six of your ideal client and customer, and you’re able to have a conversation with three amazing, then yeah, it’s a win.
[00:22:40] I mean, that, like you were saying before, if you go to a networking event, You talked to 20 people and you walk away with three solid leads.
[00:22:47] Karin: Yeah. Right. Or you go to a networking event and you talk to 20 of the wrong people and you walk away with zero. Think about all that time you got ready. You drove to a place you sat around.
[00:22:58] I mean, you spent hours and [00:23:00] hours and it was a waste. So, um, you know, on social media, you can really hone in and make sure that the people in the audience and your message is focused right. At a specific. You know, group or subgroup, whereas at a networking event, it’s not like you’re walking around with a sign on saying, I only want to talk to the following four people.
[00:23:21] You’re going to talk to whoever you talk to him.
[00:23:25] Katie: I think that so two things on this, and I don’t want to take us down a social audio tangent here, but one, if you’re, if you, if you decide you want to create. You don’t need to get all that for it. You can do it from your bedroom in your pajamas. You can do, you know, you can do it from anywhere.
[00:23:42] Whereas with tick-tock or Instagram reels or Facebook reels, I mean, all of these different videos, you have to get done up for it. I mean, not to the nines, but I mean, it takes a little bit more effort and energy where. You can do social audio, right?
[00:23:57] Karin: Because nobody’s looking at you.
[00:23:58] Katie: The second thing is [00:24:00] exactly.
[00:24:00] And the second thing is, if you don’t want to talk, if you don’t want to join the stage, if you can find these rooms and they have a new search feature on clubhouse and you can listen to the conversation and that’s one of the best places for market research, I go into a lot of rooms, a lot of spaces, and I listen to what the questions are that are being asked.
[00:24:23] That’s how I create my content or write my blogs or, you know, change up the SEO on my website enough. So I’m like, okay, how can I be found in more search? These are the questions that my ideal client and customers having. How can I, how can I be the answer to their problem? Well, it’s by giving the advice and the strategy behind
[00:24:43] Karin: it.
[00:24:43] I mean, that is really. The key to almost any kind of marketing strategy, figure out what they’re asking. And I mean, even in my MBA, that is that, and this was back before. Well, it wasn’t totally before social media, but kind of in the beginning, but this was part, our marketing [00:25:00] professor said find their unmet needs and you don’t know what their unmet needs are until you know, what their questions are.
[00:25:05] So that’s, it’s a brilliant way to go in and listen to what they’re asking. And then position yourself to answer it. Like that’s, that’s really, it, it sounds so simple. But there’s so many people that kind of swirl around that idea and kind of take it off into the wrong left turn and, and they, um, you know, just kind of present it in the wrong way, but make sure that you’re, you know, the solution, not just kind of doing that first impression.
[00:25:31] And first of all, talking about yourself and talking about like where you went to law school and like that’s, nobody cares. Like they may care down the road now, as they’re getting closer to that decision, but not as the first impression, like you don’t leave. Introducing yourself by saying, hi, my name is Bob and I went to Harvard and you know, like, that’s so weird.
[00:25:50] Like why would you do that?
[00:25:53] Katie: Yeah. Yeah. Well, and I, I think that that’s one of the, the, the things behind social media is that it [00:26:00] it’s called that for a reason. It’s called social media. You’re supposed to be social on it. Listen to your audience and B it’s, it’s have a conversation with people when they’re leaving a comment on your post.
[00:26:14] Yeah. I mean, it sounds, I feel silly saying that, but it it’s one of the biggest mistakes. I see. So many businesses and brands making is people will take the time out of their day. To comment back to something that you created and then it’s just crickets awful. So why would they ever want
[00:26:31] Karin: to call it and even why would they even think about hiring you or working with you or even clicking through to your website, if you’re ignoring them, like you are giving them the worst first impression, like they are kind of cracking the door open, you know, maybe kind of.
[00:26:48] Maybe kind of putting that baby kind of toe in the water of, you know, introducing themselves to you and you’re like basically turning your back on them. That’s awful. Yeah. Okay. Awesome. So [00:27:00] Katie, as you know, our, uh, our audience is full of tireless lawyers who don’t have time for, to read all the bad business books that aren’t worth their time.
[00:27:07] So, uh, tell us your recommendation for a great book that is worth it.
[00:27:14] Katie: So it’s going to be kind of in alignment with social media marketing, but it is great because I think it will help you really re rethink the way that you are showing up on your social media, through your blogs, through all of your outward presence.
[00:27:30] And it’s called StoryBrand it’s by Donald Miller. It is one of my favorite books. Um, you can listen to it. I recommend reading it because of. Stuff at the end where you fill out the pages are like, what is your, what are your action steps going to be? But it is a great way to rethink the way that you talk about your business.
[00:27:51] What’s the story behind your business. And it really gives you that, oh, new way to think about writing and a new way to think of. [00:28:00] Yeah. What makes you different? Because really all of us are different. We just need to embrace the story of what makes us different, because that’s what people identify with.
[00:28:09] That’s why they want to do business with us. That’s why they, they, we position them, our, our clients, customers as the. And we’re there to help
[00:28:18] Karin: them along. And honestly, it’s Donald Miller, sorry for interrupting, but we will, we’ll link that on the show page, but honestly, it’s, it’s one of the key places that I see lawyers and law firms getting their messaging wrong and they feel like they need to lead.
[00:28:35] Like we were saying a minute ago with all the information about themselves and it’s very. The first person in terms of the, the law firm and you know, all of that stuff. And they don’t see their marketing and their website as a marketing tool, they kind of see it as more of like a brochure, which, uh, in my opinion is really the wrong approach.
[00:28:57] And so you need to get in front of the. [00:29:00] That client, in terms of telling your story and why you care about them and, you know, making a client centric, and then you’re instantly tapping into the emotions of that decision that the client is making. And so it just completely changes that experience. So it’s a great book.
[00:29:17] I think that’s, that’s an amazing book. It’s, it’s so important for lawyers who think they know how to write, but when it comes to. Marketing and websites and being out there on this level, it’s very different and you need to kind of reconsider how, how to do it the right way. Um, great book. I love that book.
[00:29:35] Um, all right. So Katie, what’s one big takeaway that you want our listeners to get from this episode.
[00:29:42] Katie: The biggest takeaway I want them to walk away with is that social media is turning into a community and you have to be thinking about. Building a community around your business, around your brand. Not necessarily trying [00:30:00] to post on social media.
[00:30:02] To gain new clients and customers. If you build a community around your business, they’re going to tell their friends about you. They are going to want to do business with you. They’re going to be your biggest fans, focus on building that community because I, and, and take that step. Focus on one platform where you can really cultivate it.
[00:30:21] And if you can grow on the others as well, that’s awesome. But start with one and really give it that love attention and nurturing
[00:30:30] Karin: that so helpful. And it’s, it’s kind of comforting to know that you can just start with the one and keep it simple and do that really great. And then expand from there because it does, like you said, it kind of relieves the overwhelm and, uh, cause there are so many platforms and it’s like, how am I going to do all of this all at once and whatever.
[00:30:50] Focusing on one, get that done perfectly, get kind of, you know, your feet wet with that. And then if you feel like it’s necessary, go out and find some other ones and maybe it’s not, you [00:31:00] know, I see a lot of lawyers really focusing on just LinkedIn and that’s great, you know, do whatever works,
[00:31:06] Katie: you know? Yeah.
[00:31:07] Well, and, and current, I think too, like, and I know we’re wrapping up, but I think that it’s, it’s one of those things where if you have. That strategy around what? And people say it to me often, like, well, why would I want to just be on one, like our time missing opportunities on all the others, but you have to post differently.
[00:31:24] The way that you post on these platforms is all different. The way that you engage is differently, the way that you use keywords and search and hashtags, it’s all different. So it can become overwhelming. And if you’re not doing it the right way on each platform, You’re just going to be white noise. So that’s why I strongly, yeah.
[00:31:41] And it’s going
[00:31:42] Karin: to resonate. Not exactly. It’s going to resonate wrong. And we had a guest recently that talked about the value of the client that you don’t get. So, you know, kind of the time that you don’t spend and you’re saving by not going on the places that are wrong for you, that’s something to consider like, okay, I’m not going to waste [00:32:00] the next three weeks going on.
[00:32:01] Tik TOK. Totally. I know that’s not right for me. And think about how much time I’m going to save by just shutting that down right away. Like I’m not going to waste my time and effort. I’m just going to keep focusing instead my time and effort on the thing that is working so awesome. Katie is the social media is a social media strategist at next step, social communications.
[00:32:20] We will link to all of your good stuff, your social media, of course, and your website and the book and all the good stuff on the show page. But thank you so much for being here. I really appreciate it.
[00:32:32] Katie: Yeah, thanks again for having me.