Prioritizing business outcomes
Do not get caught up in likes, shares, or comments. These are vanity metrics that do not pay the bills. Ask your manager to track the cost per qualified inquiry. Are the people coming from social media asking for your specific legal services? Are they ready to pay? Your manager should be able to tell you exactly which types of videos drive the most engagement and, more importantly, the most consultations. If they cannot make this link, they are not helping you grow your firm's business.
Measuring content effectiveness
Your manager should be testing different legal explainers to see what resonates. Some topics will drive high engagement but zero leads. Others might have low views but lead to high-value inquiries. Your manager should be tracking these differences and optimizing your content calendar accordingly. They should show you which hooks work best and which topics your potential clients care about most. This requires a level of analytical rigor that goes beyond just posting videos on a schedule. They should be a data-driven partner.
Scaling results with networks
To really move the needle, consider a managed content network. A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This turns your best-performing content into a lead-generating machine. Your manager will have more data to work with, which helps them identify the best content faster.
Handling the risks of growth
Automated distribution is against Instagram terms, which means you should expect some account bans. A provider such as TIDE handles this by replacing the pages, so your content never stops reaching people. For a founder, this is a standard operational risk. You are buying efficiency. The key is to make sure your manager knows this is happening and that they are monitoring for any negative impact on your firm's brand. As long as the lead flow remains steady and the firm's reputation is protected, this is a sound strategy.
Founders must focus exclusively on qualified inquiries as the primary KPI for their social media manager, ignoring vanity metrics.
See your network before you hire.
Tell us what your law firm already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
How often should we review KPIs?
Review monthly. You need enough data points to see trends, but you also need to pivot quickly if something isn't working.
What is a good lead count?
It depends on your firm's size and the case value. Focus on improvement over time rather than a static number.
Should I fire them if views are low?
Only if they are also not generating leads. Low views but high conversions is a win. High views but zero leads is a waste of money.