The power of social media for law firms
It hasn’t been that long that law firms have been using social media as a tool to grow their business. Legal professionals quickly realized online platforms like Twitter, Facebook, LinkedIn and blogs are cheap, efficient and powerful ways to gain exposure for their firms. Once legal professionals decided to expand their online presence, the use of social media for law firms as a tool for building client relationships spread like wildfire.
However, like any marketing tool, there is a right way to use it, and a wrong way. Every action you take on social networks should be a part of a larger social media marketing strategy. Below we’ve outlined a few key steps to harnessing the power of social media for the benefit of your business.
1. Choose your platforms wisely
With the proliferation of social media channels we are experiencing, it can be rather confusing to a business owner to decide which ones they should have a presence on. Whether it’s Facebook, Twitter, Instagram or Pinterest, there are a few that that benefit law firms more than others. First, find out which platform hosts the majority of people that share your firm’s interests. You should have a good idea who potential or existing customers are and the type of content they’ll be interested in. Then, it is up to you to narrow the social media playing field.
2. Plan your content
Having quality, well-crafted content to share with your followers is an essential part of succeeding at social media. Instead of leaving your content creation up to the very last minute, take a few hours out of your week to plan ahead. Create a calendar that outlines each post you plan to share and how you plan to share it.
3. Engage your client
The beauty of social media is that it can be a conversation, and not just one person talking at another. Clients like to be involved, and interacted with. They like to feel like they have a voice and that voice is being heard. Listen to your audience and find out what they are talking about. This will also give you an insight into what sort of content they are looking for. Don’t forget, if someone in your audience asks a question through social channels, you should always address them. This will show that you are paying attention. Consider using keywords that have a high rate of website conversions.
4. Drive traffic back to your website
A firm’s website should be their bread and butter, which is why it is important to drive your social media followers back to your website. It is there that they are going to learn the most about your practice. If you are driving traffic to your site, you are going to get more leads, and ultimately, more cases.
It is important that remember that as lawyers, we are subject to strict rules and ethics that limit professional advertisements, and that those rules also apply to social media use. Ethical risks can include breaching the duty of confidentiality or violating legal advertising rules, just to name a few. To ensure that your social media efforts comply with legal and ethical standards, check with your state bar, as most offer clear guidelines on social media use.