Mastering Engagement

My Latin teacher on one of the first days of high school was arrested and sentenced to five years in prison not too long later.

That’s not exactly the kind of introduction you expect to hear from a teacher.

It wasn’t mid-year. It was right at the start of high school. It was a fresh year, a new teacher, and the police rolling up and arresting him at school on one of the first days of school.

One day, he’s assigning conjugations. The next, he’s getting assigned a mugshot and an orange jumpsuit.

Many people didn’t even notice at first, surprisingly. Besides for us perplexed Latin students, it was like he vanished into thin air. There was no school-wide announcement.?

And that’s how social media feels for most people.

They think they’re “present.” They think people know them, but in reality, they’re invisible.

You can post and show others that you exist, but if you don’t engage AKA if you don’t make yourself seen, no one will notice when you’re gone.

The Art of Being Seen (Without Getting Arrested Like My Latin Teacher)

One of the biggest problems I see on social media, especially with professionals like lawyers, is they show up but they’re invisible.

They post once a month and wonder why no one engages. They leave zero comments and wonder why no one knows who they are. They copy-paste the same generic stuff from Instagram and Facebook to LinkedIn and wonder why it flops.

They think that “being present” is the same as being seen.

It’s not.

Engagement is the game.

Here’s how you actually do it right:

1. Comment Like Your Business Depends On It (Because It Does)

Every time you comment on someone’s post, their entire audience sees your name.

Let’s say you’re a lawyer. You drop a thoughtful, non-spammy, non-ChatGPT-sounding comment on a post from a high-profile attorney. Now every single person in their audience sees your name and what you said.

What will happen next?

They check your profile. They click your posts. They remember your name.

Multiply that by 10-20 comments a day, and that’s free exposure without spending a PENNY on ads.

?? BUT WAIT: DON’T BE CRINGE.

? “Great post!” ? No one cares.

? “Thanks for sharing!” ? You’re invisible.

? Blatantly copy-pasting a ChatGPT comment? ? We can ALL tell.

Instead, add something real. Disagree (respectfully). Expand on a point. Crack a funny joke. Be memorable!

2. Post More (But Post Smart)

If you post once a week, that’s 4 times a month, which means people barely see you.

If you post every day, that’s 30+ chances a month for someone to stumble across your content. Which one do you think gets more business?

Exactly.

That being said, engagement > frequency.

Some of the highest-performing posts I’ve seen come from people who don’t post daily but post the right things to the right people.

Which brings me to the next point…

3. Stop Mindlessly Copying Instagram and Facebook Content to LinkedIn

Not all platforms are created equal.

Instagram and Facebook are casual and more local-community-based. You can share quick accident tips if you’re a personal injury attorney.

LinkedIn is a different audience. The people seeing your posts are mostly other attorneys and legal professions. They’re not hiring you (most of the time), BUT they could refer cases to you.

I’ve seen this firsthand with my clients. We customize our LinkedIn content for attorneys (instead of just regurgitating Instagram posts) and have built referral networks that brought in businesss.

You don’t need more posts. You need the right posts on the right platform.

This Stuff Works (With or Without Me)

I’ve built accounts from zero to something and have helped them get inbound leads using these fundamentals. There were no hacks, only consistent engagement, posting, and platform awareness.

And you don’t need me to do it.

Just show up. Comment. Post smart. Play the long game.

Most people won’t do it, which is exactly why you should.

How’s your engagement been lately? Drop a comment and let’s talk!

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Hi, I’m Jake. I make attorneys impossible to ignore on social media. More visibility, more results, less time wasted. If you’re not top of mind, you’re losing. Let’s fix that; click the link in my bio to schedule a consultation.