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Social Media for Lawyers: 2022 Complete Guide

July, 20 2022
Article by
emma carpenter
Emma Carpenter
social media

When it comes to marketing your law firm, it’s important to be where your target market is. With social media being so prominent (there are about 233 million Americans that use social media), odds are some of your target audience will be there. 

But how exactly does social media work for law firms?

In this guide, we’ll take a look at some simple social media strategies you can implement today to get ahead of your competition and in front of the right people. 

Why Social Media?

The time when billboards, tv ads, and paper ads were the main source of marketing is long gone. Your firm needs to have an online presence in the digital age in order to survive. 

Luckily, social media is a relatively easy and cheap way to have an online presence, and the benefits are great. Here are some common benefits social media can provide:

Get New Clients

Getting new clients and cases are one of the biggest benefits of social media for law firms. If someone is looking for legal services or consultation and comes across your profile, they might contact you through the platform (or more likely, they’ll visit your website listed on your bio). 

Especially if you regularly provide clear call-to-actions and share the benefits of your services (perhaps you offer a free consultation), there’s a good chance that potential clients will start reaching out to you. 

Increase Brand Awareness

Not everyone that views your posts or your profile are in immediate need of a lawyer, but that doesn’t mean that there’s not a benefit for them interacting with your account. 

This is where increasing brand awareness comes into play. If you have a memorable brand and brand identity (colors, logo, typography, tone of voice, etc.), then when that user does end up needing a lawyer, your firm might be the one they think of. 

Engage with Colleagues

The benefits of social media aren’t limited to getting new clients and increasing brand awareness–social media is also a great way to network and learn from other professionals in your field. Be sure to join legal community groups to keep up with current events and trends in your geographic location or your practice area. 

How to Start a Social Media Marketing Strategy

There are a couple of things you need to establish and learn as you start creating profiles and posting content on social media platforms. 

Establish Goals

First, what do you expect to get from your social media participation? 

Perhaps you’re wanting to get leads directly from these platforms.

Or maybe you’re wanting to build positive brand awareness. If people in your network are repeatedly exposed to your law firm in a positive way, they’ll contact you before going to Google in search of legal services. 

Social Media Platform Demographic Descriptions

Not all social media sites are created equal, and a different demographic will be on Facebook than on TikTok.

Here are some of the most common social media demographics and descriptions. 

Facebook

Facebook Logo

You’re probably already familiar with and may already have a Facebook page, but the business side is a much bigger beast than you see from your personal account. 

According to Hootsuite, 24% of Facebook’s audience is between the ages of 18-24, and 10.4% are between the ages of 45-54. 

There are many different features on Facebook, and you could spend hours exploring the types of content you can post (including Live Videos, Stories, Surveys, etc.). 

Twitter

Twitter logo

Twitter is a bit simpler than Facebook, but there’s still a huge potential market on the platform. You’re limited to 280 per tweet, so you need to have content that’s short, sweet, and to the point. 

According to Statista, 38.5% of the users were between the ages of 25-24, 20.7% were between 25-49, and 17.1% were older than 50 years old. 

It’s important to note that there are more men on the platform than women (61.6% of users were male).

Linkedin

linkedin logo

Linkedin is centered around professional networking. If your firm targets businesses or business owners, this would be an ideal platform to be present on. For other areas of law, however, law firm marketing on Linkedin may be more appropriate for connecting with fellow professionals and classmates. 

About 60% of Linkedin users are between the ages of 25-34, with about 21% between the ages of 35-54.

Instagram

instagram logo

Like Facebook, Instagram has a ton of available features for content creators (which makes sense, since Instagram is owned by Facebook). 

Law firm marketing on Instagram should be focused on visual content, such as photos and videos. Instagram is primarily accessed and used through mobile devices, which differs from other platforms.

This platform definitely appeals to a bit of a younger audience, as about 30% of users are between the ages of 18-34, and only about 12% of users are between the ages of 35-54. 

YouTube

youtube logo

YouTube is the hub of video content on the internet, and it’s one of the most visited websites in the world. 

21.2% of users are between the ages of 25 and 34, and 17% are between 35 and 44.

Pinterest

pinterest logo

Pinterest, like Instagram, is a very visual platform. On Pinterest, however, you tend to share and reshare content and ideas that aren’t personal pictures. 

For example, you might find ideas for outfit ideas, home renovation, and recipes and add them to a virtual pinboard. 

Pinterest is not very popular among lawyers and attorneys. 

In fact, our research shows that less than 1% of attorneys have a profile on Pinterest for their firm. 

Even though there aren’t many attorneys that have Pinterest profiles, you might find success creating content on the website (especially if your target clientele is female and are between the ages of 25-34).

TikTok

tiktok logo

This is the newest of the big social media platforms. TikTok is focused on short video content on pretty much any topic.

TikTok is definitely used by a younger demographic. 32.5% of users are between the ages of 10-19, and 29.5% are between the ages of 20-29. 

Unless your firm is specifically targeting a younger clientele, TikTok might not yield the same results as other platforms would.

Which Platform is Right for my Firm?

Of course, the answer to which platform your firm should be on will be different for every attorney, but in general, we would recommend you focus on Facebook, YouTube, and Twitter for law firms.

Social Media Tips for Lawyers

NAP

“NAP” stands for name, address, & phone number. To help your brand recognition and optimization, having consistent firm names, office addresses, and phone numbers are essential.

Checking NAP consistency across all of your social media platforms can be a quick and easy way to improve your online presence.

Stay Active

All these networks are social, so you have to dedicate some time to interact with your followers on social media and post engaging content. 

Staying active on your social media helps to show your current and potential customers that you’re responsive, are knowledgeable about current events, and that you’re approachable.

There are many ways to stay active on your social media pages. Here are some easy ways to do this:

    • Post frequently. Some common legal post ideas include introducing yourself and your team, testimonials, promoting new blogs on your website, awards & recognitions, and upcoming events. 
    • Reply to comments – both good and bad!
  • Share posts from other accounts
  • Allow and encourage others to reshare your posts on their pages
  • Take note of the best times to post

We can’t stress the importance of staying active enough.

Stay Consistent

Posting every so often isn’t going to get you very far on social media–consistency is key. 

But how can you make time to post a few times a week (or every day) when you’re extremely busy? Well, you probably can’t.

Luckily, there are tools (like Hootsuite) that provide a system to schedule your posts. We highly recommend doing this for two reasons:

  1. You don’t have to take time every day to get on social media. Instead, you can schedule out a block of time once a week or once a month and get everything planned out
  2. You don’t have to worry about forgetting to post because you’ve already done all of the hard work

Additionally, you can hire professional social media marketers to run your accounts for you. This can be a great option, especially if you simply don’t have the time or creative energy to be producing consistent content. 

Keep Track of Your Results

Once you’ve created profiles, scheduled out posts, and interacted with other accounts, your job isn’t quite done. You still need to track what posts performed the best, and more importantly, why those posts performed better. 

Did the post have a really long caption? Was it casual in tone? Did your post image feature someone from your team? Once you know this information, you’ll have a better understanding of what content to produce in the future. 

Social Media Ads

Yet another reason it’s important to be on social media is that social media ads for lawyers are extremely cost-effective. 

They cost pennies per ad to run (if not less) and can be targeted to a specific group of people. Some of these target settings can include gender, age, geographic location, and interests, to name a few. 

Let Us Handle Your Law Firm Social Media Strategy

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 buses or in a magazine still works, but none of it has the astronomical reach of building a presence on a platform like LinkedIn, Facebook, or Twitter. 

If you have any questions about how social media can fit into your attorney SEO marketing strategy, don’t hesitate to contact the experts at Law Firm Sites.

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