Social Media Marketing for Lawyers

Getting the Lay of the Land

What are the steps of a Social Media Audit?

There are three steps involved with a social media audit:

Audit Step 1 – The first step we take with our law firm social media management is to conduct a social media audit to assess your law firm’s current social media use and how it’s working. We discover who is connecting with you via social media, which social media sites your target market uses, and how your social media presence compares to your competitors’. During this first step, we identify your law firm’s audience, which social networks your audience spends time on, your potential client’s demographics and behaviors, and how to target the clients you want.

Audit Step 2 – The second step is to analyze your competition to get an understanding of what they are going, how you can use their tactics for your own purposes, and their strengths and weaknesses.

Audit Step 3 -The third step is to audit your actual account. In today’s sphere, one of those steps is to go through your follower list and remove fake accounts. They only hurt your engagement and can make it harder to get your posts seen by actual users. Then we will go through your social media presence and clean it up. Posts that didn’t land or are now inaccurate are removed or archived.

The result is an optimized account on a platform your users frequent and engage with, armed with knowledge and tactics to improve engagement in the future.

Building the Best Social Media Presence

After our social media audit, the next step to any law firm social media campaign is to optimize your social media presence using networks that best meet your firm’s goals. If you don’t already have social media profiles, we build them with your goals and audience in mind. Generally speaking, we fill out your social media profiles, and we use images and text that are optimized for the social network in question. We also cross-promote your social accounts to extend the reach of your content.

What are the Challenges with Social Media Marketing for Law Firms?

Social media is a primarily visual based platform, especially with Instagram or Pinterest. This can make social media marketing for attorneys rather difficult. You never want to simply post advertising to your followers. You need to offer them something of value instead. By creating text cards that have a small fact that is useful to your followers, you can become both a brand with authority and an account that receives high engagement.

This tactic can be used on all social media platforms, though it will need to be expanded on or contracted depending on which platform you are using. LinkedIn would benefit from a large post on the topic, whereas Pinterest would benefit from an infographic, and so on.

Scheduling For Ongoing Engagement

After we’ve researched social media ideas and topics, we create an editorial calendar that lays out the types of content we intend to post and to promote on social media, how often we will post, the target audience for every kind of content, and the best channels to promote your content. We follow this editorial calendar to publish Facebook posts, Tweets, and other content we plan to use during your law firm SEO and social media campaigns.

What Do You Need to Be Wary Of?

You need to be wary of automated posting because while in normal situations, it’s great, you don’t want to be so far removed from your schedule that you cannot easily adjust to different situations. If a tragedy strikes, for example, you don’t want a post celebrating your fifth anniversary. It just isn’t in good taste when the rest of the nation is in shock of mourning and makes it apparent you are using a tool to schedule your posts.