How To Build A Social Media Strategy For Your Law Firm
Developing a strategy around social media for law firms is a must for any firm for two reasons: (a) social media channels have become efficient marketing channels and (b) most people are engaged with social media throughout the day—which means it’s the perfect place for you to get in front of potential clients.
But how exactly do you “do” social media? In this guide about law firm social media, we’ll take a look at some simple strategy points you can start leveraging.
Figure out which social media sites or apps you will use.
First you need to figure out what social media channels you’ll be using. Chances are your main channels will be Facebook, Instagram, Twitter, and LinkedIn. That may seem like a lot to manage, but you don’t need to do it all yourself—or any of it. This is the perfect task to delegate to some a younger paralegal who is already using these platforms and is savvy with them; the average person has 8 social media channels as of 2020, and 67% of millennials use Instagram on a daily basis.
Each social media channel is different, but there are a few things they have in common. They all have feeds where you can write a post, and that post will be exposed to your network. You can can attach a # symbol to certain words, effectively putting your post in those categories and broadening its reach to users searching for similar content. Some are more visual (Instagram) others are more verbal (Twitter). Some are more professional (LinkedIn) others are more informal (Facebook).
What are your goals with social media?
You need to concretize your goals around social media. You will likely be tempted to see social media as a venue for attracting new clients. While that is surely possible, you will also most likely need to reframe the way you think about client acquisition on social media. While people might use social media platforms like Instagram and Pinterest for shopping, they do not typically use them to find services.
That said, your focus with social media for your law firm should be more about building a positive brand awareness. If people in your network are repeatedly exposed to your law firm in a positive way, when they need your services, they’ll contact you before going to Google or the phone book.
Does social media help your law firm SEO?
Speaking of Google, SEO for law firms can also benefit from a strong social media presence. While there is no explicit link between social media signals and Google rankings, studies have revealed a correlation. And it makes sense: if links to your site are getting shared on social media, and people are clicking over to your law firm, that can only help your law firm’s appearance of relevancy in Google’s eyes.
It comes down to the content you produce. If you create good quality content, your content will be shared on social media, and there’s an increased chance that a link to your site will indeed show up on someone else’s website. That’s called backlinking, and it’s one of the strongest signals of relevance in Google’s formula.
Remember that social media is social.
Perhaps the most overlooked commonality—and most important—is that all these networks are social. You have got to dedicate some time to interacting with your followers on social media. The biggest reason you need to do this is that most social media platforms work along the lines of an algorithm. This algorithm will show you posts of the people you interact with the most. By commenting on other people’s posts, your own posts have a greater chance of showing up in their feed.
Social media ads
Yet another reason it’s important to be on social media is because social media ads are extremely cost effective. They cost pennies per ad to run (if not less) and can be targeted in a very nuanced way to a specific group of people—by gender, age, geographic location, and interests, to name a few. Some ad platforms, like Instagram, are very easy to run. Others like Facebook are a little more nuanced. Either way, you can delegate this task to a paralegal who is familiar with the layout of a social media channel and the look of content that’s posted there regularly.
Let’s walk through a sample post on a platform that might be baffling to most Senior Partners: Instagram. Yes, most of it is certainly banal. But who cares? As it turns out, it’s one of the easiest platforms for small businesses (such as a law firm) to use, and it sees some of the highest engagement (meaning, clicks to a website) of any channel.
Let’s say your firm specializes in automobile accidents. You could find a good stock image of a car accident on a site like Prexels, Pixabay, or Unsplash. You could even use something offbeat like a stock image of two two toy cars bumping into each other. The text of your post could describe a particular car accident and ask who is at fault—with a suggestion for users to put their opinion in the comments.
Another type of post might involve a Q&A session. You could put out a call on your platforms for questions and let everyone know you’ll be picking some questions to answer on your next post. If questions aren’t forthcoming, you could always make some up or use popular questions. What happens when you file for bankruptcy? What happens if you get a DUI? Don’t be afraid to make your content purely entertaining or seemingly unrelated to law, like talking about the meaning of the sculptures and murals in the U.S. Supreme Court building (that would actually be a very popular video).
You can even get really social and share pictures that are not related to business, within reason. Though it may seem totally unprofessional, it’s become the norm. While you want to avoid sharing anything politically polarizing, there’s no reason you can’t share a picture or some natural scenery you captured on your latest camping trip, or a colorful salad at your favorite restaurant. Professionals are posting pictures of this stuff, and it’s getting attention. If you don’t believe it, just check out your own social media feeds.
A final word about social media for your law firm
Law firm social media is a must-do for any law firm that’s serious about getting in front of clients. Traditional advertising on the back of busses or in a magazine still works, but none of it has the astronomical reach of building a presence on LinkedIn, Facebook, Instagram, or Twitter. Moreover, having a strong social media presence will increase the spread of your law firm’s content, which can only help your site’s ranking on Google. That said, social media for law firms is important in terms of broadcasting your presence, and even SEO for law firms.
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