Social media can provide numerous marketing opportunities in addition to endless networking opportunities for attorneys and law firms. Taking advantage of social media provides firms the chance to display their unique personality.
It’s worth mentioning that while selling a product is much easier than selling a service, it’s not impossible for firms to leverage social media. Due to the selling of legal services, platforms like LinkedIn, Facebook, and Twitter offer a quick and inexpensive way for Law Firms to keep in touch with clients, keep an eye on competitors, and keep in the know with industry news!” Moreover, social media can be used to generate leads and create referrals.
Creating and maintaining a social media presence may seem taunting as marketing and law are worlds apart. However, knowing your audience and developing a comprehensive strategy will take you far. By following simple steps below, you will be sure to build and strengthen your firm’s brand on social media.
- Establish your target audience. Before anything, figure out who you want to reach. Determine the goals of your social media efforts: Engaging current clients? Generating new clients? Engaging particular practice areas? By establishing your audience, you will better understand what platforms to use and what content to create.
Choose your platform(s) based on your target audience. There’s a plethora of social media platforms, but many will not be ideal for your practice. Utilize platforms that your target audience actually use. (This way, you won’t waste time trying to reach people who don’t care what you have to say.) Focus on no more than 3 platforms to be effective as possible.
- Tip: Observe what other firms are doing. This may provide insight on the best platforms to use.
Post interesting and exciting content. Your content must be attention-grabbing or it will get lost in the abyss of social media land. Also, your content must be consistent across all platforms so your followers won’t get confused.
- Content suggestions: share your blog content; comment on recent legal news; recognize your attorneys, supporting staff, and clients; share events around the office; highlight local community organizations/charities supported by your firm; etc.
Engage with your audience! Comment, retweet/share, and like posts. Your followers and potential followers will be more inclined to support your content if you support their content. Furthermore, most platforms boost recent account activity, so your account will be more likely to appear in other’s feeds (regardless if you’ve engaged with their account or not).
- Tip: Engage with legal publications, legal associations, businesses related to your practice areas, and other attorneys.
- Be consistent. Your accounts won’t grow overnight. It takes time to generate a following. During that time, be persistent in your strategy.
If you need help developing your strategy, Attorney at Work has an awesome 75-page guide for lawyers navigating social media. For examples of law firms that are social media rock stars, check out this WiseStamp blog.