How Attorneys Can Get Better Results From Their Social Media Efforts
Does your law firm maintain a presence on one or more social media platforms? According to the latest American Bar Association TechReport, 74% of law firms are active on at least one social media platform.
Often times, law firms jump into social media without a clear idea of how it fits into their overall web presence and online marketing strategy.
An attorney may set up profiles on every platform they can think of, then waste time or money trying to post engaging content and monitor activity on so many different websites. Attorneys who believe that social media should be a primary focus of their law firm’s web presence may neglect their most important online marketing assets–their own website and blog–because they’re spending so much time focused on social media.
To avoid wasting time or money on social media strategies that don’t help your law firm build a strong web presence, here are 4 tips to help you get better results from your social media efforts.
Tip 1: Don’t make social media a primary focus of your law firm’s online marketing.
Don’t focus on social media to the exclusion of other, more effective online marketing activities, such as blogging and developing quality evergreen content for your website. Social media is supplementary to your online presence.
Before you sign up for any social media platform, think about how it can contribute to your law firm’s marketing goals. (The same goes for participating in online legal directories).
Social media should not cut into your law firm’s productivity, and it should encompass a small part of your online marketing activities.
That said, there are several reasons why social media can be useful for your law firm’s overall web presence, including:
- Clients may expect to find you on social media. People expect to see and interact with companies via social media. If you don’t have a presence on the major social media platforms, you may be missing an opportunity to connect with and engage potential clients.
- Social media profiles often display prominently in search results. Setting up social media profiles can give you more visibility in search results when potential clients search for your name or your law firm’s name.
- Social media can drive traffic back to your law firm website and blog. Social media should be used as a tool to drive traffic to your law firm’s website. If the content you post on social media previews something of value to your potential clients, they may visit your website to read it.Depending on your practice area(s) and the post topic, they may also share it with their friends, family members, and colleagues. This can expand your pool of potential clients and referral sources.
For example, someone who’s been arrested for a DUI might not necessarily share a blog post that explains what they should do in the days following a DUI arrest. However, siblings who are concerned about estate planning for a parent might share a blog post about “Mistakes That Can Invalidate A Will” with one another.
- You can start discussions and engage in conversations. You can use social media to ask questions, create polls, and gather information that can help you write more informative and engaging blogs that better answer potential clients’ questions. Tagging others in posts and tweets can also improve your networking and heighten your law firm’s visibility (but be careful not to tag people in content that is implicitly sensitive or embarrassing).
To learn more about how social media can supplement your law firm’s other online activities, see, How Social Media Fits Into Your Law Firm’s Web Presence.
Tip 2: Choose the right social media platform(s) for your law firm
Signing up for every single social media platform out there isn’t an effective use of attorneys’ time or effort.
So which social media platforms matter the most for attorneys? We recommend that attorneys consider these three platforms:
- Facebook is by far the most popular social network. Almost 80% of adults who use the internet are Facebook users, which can make it a good place to connect with potential clients.
- Twitter is useful for keeping up with news in real-time and for engaging in discussions with other attorneys and interesting people in your community. It’s also a good place to post links to new content you’ve published on your law firm blog.
- LinkedIn is useful for connecting with your peers and other referral sources, as well as for sharing your content.
Some social media platforms are more useful for attorneys than others. For example, Instagram, Pinterest, and Snapchat generally aren’t effective for reaching potential clients.
To learn more about how to choose the right social media for your firm, read our blog, Which Social Media Platforms Do Attorneys Need?
3. Use the right tools to manage your law firm’s social media activity
Managing your social media accounts can be time-consuming without the right tools, even if you’ve carefully chosen just a few social media platforms. But it doesn’t have to be time consuming or complicated, and it doesn’t have to be something you pay someone else to manage for you.
The right tools can help you easily post your content on social media.
LawLytics helps attorneys easily manage their social media efforts. The system makes it easy to promote new blog posts on Facebook, Twitter, and Linkedin simultaneously with just a few clicks.