By Enrique J. Gonzales
One San Diego lawyer had more buzz on Facebook last week than all of Coca-a-Cola – one of the largest consumer product brands on the planet.
Immigration lawyer Jacob J. Sapochnick trumped the fizzy sugary soda in people talking about him – PTAT or “people talking about this” in the past seven days.
Mr. Sapochnick had 718K unique users liking, commenting or sharing his posts – the definition of “PTAT.” He achieved this level of engagement despite having a total fan base of only 110K.
On the other hand, Coca-Cola had only 611K unique folks during the same time frame doing the same – talking about its posts or PTAT, a fraction of its much larger fan base of 81.3M.
How did a lawyer from a small office in Southern California do better than the behemoth beverage giant based in Atlanta, Ga.?
Content. Crazy popular content. Insanely viral content. Emotionally responsive content. Unfortunately, it was totally irrelevant content.
Mr. Sapochnick posted the following simple call to action about a massive water slide, possibly a picture of one of the Schlitterbahn water park slides in Texas: “Would you go on this?”
The results were massive: the post on Wednesday April 9th received 466,155 likes, and 39,533 shares as of Monday April 14th. Most on the engagement came on Friday April 11th with 446K users talking about his page. In the three days prior to the post, he averaged only 628 users in PTAT. In the three days starting April 9th, he averaged 179K users in PTAT.
The post, however, does little to support the lawyer in his work.
“It’s not on brand,” said Dennis Yu, chief technology officer of social media analytics firm Content Factory. “It’s not about a H1 visa or green card, or anything at all.”
Yu added viral content such as the water slide goes viral no matter where it is posted. “It’s sort of independent of where it lives.”
San Diego lawyer’s post goes viral.
“It’s not on brand,” said Dennis Yu, chief technology officer of social media analytics firm Content Factory. “It’s not about a H1 visa or green card, or anything at all.”
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.