Social media activity is invaluable for law firms seeking to improve their online lead generation and client acquisition efforts. Nearly everyone online has one or more form of social media account — studies show that nearly 7 out of 10 American use social media to connect with one another. Also, more people are conducting searches directly in social media platforms rather than through search engines like Google. Prospective clients are easily reachable through social media channels.
Just because social media activity is the norm doesn’t mean you should just jump in and start posting haphazardly without a plan. With any lead generation efforts, you’ll want to strategize a well-defined campaign. Here are five tips on social media for law firms:
1: Know Your Audience
Before you begin promoting content on social media, one of the first steps your law firm should take is to identify the audience you’re targeting. It helps to develop client personas that can inform the social media strategy for your firm. Once your target audience is established, you can use the various audience targeting tools in social media network tools to direct your content, ads, and boosted posts to a specific audience.
Facebook has a massive, in-depth catalogue of targeting factors that you can use to shape your audience. This includes geographic location, age, sex, occupation, and a host of other factors. Use these to your advantage. Don’t waste your time presenting content to an uninterested audience.
Personas, like the sample below, make it easy to decide which social media channels to use to reach your prospective clients.
2: Learn How Each Platform Works
Every social media platform is different — consider these unique aspects of each one
- Different audiences are on different platforms
- Facebook is good for general firm information, updates, and content promotion
- Twitter is good for short, concise messages, live updates of events, and up-to-date information on recent issues
- LinkedIn is great for building professional connections and participating in discussion groups (explore LinkedIn Groups for communities that are interested in your practice areas)
- Instagram can be another option for showcasing photos and images that humanize the law firm
Lastly, YouTube was not originally considered a social platform, but over time, it became more social in nature. Now, YouTube is one of the best ways to showcase attorney interviews, firm highlights, breaking news, media appearances, and other forms of dynamic video content. YouTube has enjoyed so much success as a social network that other media platforms are adding social integrations as well.
3. Quality Over Quantity
The content that your firm shares on social media can be a direct reflection of how potential clients might view the quality of services offered by your firm. Every message or piece of content shared on LinkedIn or Facebook should offer something of value to your readers, and should provide meaningful, useful information.
That being said, don’t be afraid to promote a broad range of materials through social media. You can share in-depth, scholarly content that increases your firm’s thought leadership and authority within the legal community. At the same time, you can share promotional pieces that highlight awards and victories your firm has achieved — these increase a firm’s perceived value for prospective clients. Lastly, you can share firm events and community involvements such as charity work, which can highlight the more personal qualities of the firm and its attorneys.
4. Engage Intelligently
Once you begin posting content on social media, you can expect readers to start interacting with your posts. This includes such actions as liking a post, replying with a comment, re-tweeting or sharing a post, and other forms of engagement. It’s up to you to choose which types of engagement you want to respond to. If you engage with your social media audience, be sure to follow BAKED:
- Be professional. Follow professional guidelines regarding advertising, solicitation, client confidentiality, and other ethical considerations
- Always respond with information that is useful and original
- Keep calm and never berate, belittle, or insult your social media followers
- Engage negative reviewers and comments with tact
- Don’t mix personal beliefs and opinions in your interactions
Some people disagreed with the social post below so the firm crafted a well thought out message to explain their intentions:
5. Use Social Media Management Tools
A powerful strategy for saving time is to use a social media management tool to keep track of the firm’s social channels. These can perform a wide range of automated tasks, including scheduling out social posts ahead of time, and creating long-term social media calendars. Social media tools can also help you keep track of how each channel is performing, and where to best allocate social ad spending.
However, even with social media management tools in place, it can be challenging to monitor every single social media outlet with the amount of attention that is needed for success. If you need any assistance with social media strategy and execution, contact us today at Flashpoint Marketing. Our team is dedicated to providing the best social media services for client acquisition, and can help direct and manage campaigns for you.