Getting the Lay of the Land
The first step we take with our law firm social media managementis 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, their demographics and their behaviors, and how to target the clients you want.
What are the steps of a Social Media Audit?
There are a few steps involved with a social media audit. The first step is to determine which platforms your demographic uses and how you can offer value on these platforms to them.
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.
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.
How Can Social Media Be Used to Improve My Law Firm?
When it comes to social media marketing for law firms, your goal isn’t so much as to improve your client pool (at least not right away). Your goal instead is to improve your reputation and brand authority. There are many law firms out there, but when it comes to choosing one a person often wants to go with the firm they feel they can trust. If you have created an account that is relevant, interesting, and authoritative in your field, you can get users to follow and engage with your account organically. When they finally do need a lawyer or firm with your specialization, they won’t look on Google. They’ll go directly to you.