Social media is a means of verifying your law firm and yourself. It is incredibly effective when building trust and creating authority, but there is a right way to go about using social media, especially for law firms.
Know where your prospective customers are
There’s a misconception that potential customers can be found on LinkedIn because of the platform’s authoritative nature. While you will want to continue focusing on LinkedIn, other platforms will be much more profitable.
When searching for customers and clients, don’t forget your niche. Do you practice in family law or corporate law? Regarding family law, Facebook, Twitter and forums such as Mumsnet may be a great place to advertise. However, for corporate law, LinkedIn will be your go-to place due to its authoritative nature and thriving business scene.
Though, do not neglect Twitter and Facebook – after all, such platforms are great for creating a brand and keeping it alive. You want to connect with your clients. Otherwise, you run the risk of being a face in a sea of people. While you will want to keep an air of professionalism (meaning, you should refrain from sharing cat videos on Twitter), this doesn’t mean you cannot communicate with people when talking about a relevant topic.
Build a trustworthy profile
Uploading a profile photo and uploading a cover image without much thought will transcend into your brand’s image. Across social media platforms, your law firm will want to upload a real image of the company, meaning no more stock photos.
Hire a graphic designer to create a profile image for your law firm which will fit the dimensions social media platforms request. Having the images fit properly will save your firm from awkward and unprofessional pixelated photos. What’s more, a graphic designer will be able to keep your law firm’s brand consistent across all networks, creating a more consistent and professional persona.
Tip: Do not forget about the individual lawyers within your firm. Employees are more than likely to have their own social media profiles, and if they were to do anything underhand, it will reflect poorly on the firm. Speak to employees and instruct them to keep their profiles either private or to keep their image professional. With the latter, this means proper headshots, a proficient bio, and relevant but entertaining posts that are sure not to offend.
Curate suitable content
Content is a must when it comes to law, and planning a content strategy is essential. Your content needs to be valuable to the readers. It should answer common questions, such as “How do I go through a divorce properly?” or “How do I get full custody?” and focus on clear instructions on how to do so. Content is no longer a means of plugging your keywords or selling your services outright – it is, instead, a place for you to build expertise, authority, and trust (E-A-T).
Provide content such as:
- Blog posts
- How-to guides
- Videos
- Infographics
- Podcasts
- Whitepapers
Once you have created your content, be it yourself or with the help of a copywriter, share the pieces on social media as well as your lawyers website blog. The point is to engage with your clients and have them share, like or comment on the posts. Doing so will improve your online reach.
Select the right platforms
A law firm has to remain professional, so when selecting your chosen social media platforms, you need to ensure that they can do your brand justice but also reach your target audience. There is no point in having an Instagram account, for instance, when the platform focuses on visual aid, but your brand does not engage in this style of marketing.
While you will want to refrain from spreading yourself too thinly, your law firm still needs enough of an online presence that increases your online visibility. The main social media platforms to choose from are:
- YouTube
- Quora
All of the above, however, have their own benefits.
Facebook, Twitter, and Instagram are all great for communicating and sharing content with consumers. You can share blog posts, interact with clients through comments and give updates regarding your law firm.
YouTube is the go-to place to watch videos. While you may think YouTube is for Fortnite -loving gamers, there is, in fact, plenty of scope for lawyers to upload their own informative content. Create an account and upload interviews with your firm’s lawyers so that they can discuss what it is they do and how a potential client could benefit from them. For instance, create a video discussing ‘How to sue your employer for negligence,’ and provide an in-depth guide as well as a call to action to your law firm websites.
LinkedIn, like Facebook, Instagram and Twitter, is a social media platform to discuss and upload content. However, due to its professionalism, LinkedIn is also a place to connect and network with like-minded individuals. You can connect with a client who you helped win their case, and because of this connection, your lawyers and law firm become more authoritative.
Reddit and Quora are two of the leading discussion forums, for individuals to ask questions and openly discuss answers. Lawyers can garner acclaim on Reddit by engaging in an Ask Me Anything (AMA) that is interesting and groundbreaking – if you gather enough traction, your thread will appear on the Front Page. To start a conversation, the usual titles include something along the lines of ‘I am -insert name- from -insert company-. Ask me anything!’
Have a routine
To build a social media presence, you have to implement a routine. It is important to be consistent in your posting, but you cannot under or overdo it; it’s imperative to find a balance.
Think about each social media platform separately; for instance, Twitter replicates a stream-of-consciousness approach to blogging, but that doesn’t mean you can post whatever, whenever. However, unlike Instagram, where posts should be once a day or every other day, Twitter allows for two or three scheduled posts. Reddit should only be used sparingly, whereas LinkedIn can benefit from three high-quality posts a week.
Lawyers, just like any other occupation, need to create and upkeep a professional social media presence. Through social media, you can market your expertise while increasing your law firm’s general online visibility. If you are unsure on how to utilize social media marketing for your firm, be sure to contact our team of experts.
