Law firms, like any other type of business, can get a lot out of social media if they understand how to properly use it to connect with their target audience. Social media is an outstanding way to enhance your firm’s brand, attract new clients and enhance the relationships you already have with existing clients.
When your strategies are put in place, you can even allow your social media content to be published on autopilot. Many businesses have done this successfully and build their businesses through ads, email lists, and web traffic.
Tips for Getting the Most Out of Social Media as a Law Firm
Here are a few tips to help you find success in your firm’s social media endeavors:
Have specific goals for what you are trying to accomplish.
What is your objective? Maybe you want to attract potential employees. Perhaps you’re focused on raising your firm’s profile or are looking to attract new clients. Your primary objectives will influence the kind of content you post.
Consider using multiple channels.
There are many different social networks available, including Facebook, Twitter, LinkedIn and Google Plus. Each network has its own different characteristics and benefits. Consider which channel is right for you, and how each aligns with your primary objectives.
Customize your profile.
It’s not enough to just sign up for a profile and start posting. Your profile should have some element of customization to it.
On Facebook, for example, you should have a custom profile picture (likely your firm’s logo) and a cover photo, which could be a picture of your office, your attorneys, an action shot of your work in the community or anything else you think would give visitors a good first impression.
Follow other influencers in your field, and be sure to fill out the “about” portions so people know what is unique about your firm and what types of philosophies you hold dear.
The entire point of social media is to interact with others. It’s not a megaphone you use to shout advertisements into the digital void. Share articles you find interesting, engage with other users in a personal way, respond to their comments and comment on other articles you like. Keep the tone positive and professional in all interactions.
What not to do…
There are, of course, some rules you should set for yourself and types of activities on social media that you should avoid, especially as a law firm that should be focused on upholding a professional image.
Never, for example, treat your page as a personal profile. It is about your firm and topics that relate to it, not your personal life. Do not engage in heated debates or disagreements, or use any unprofessional language.
As a general rule of thumb, you should also never refer to yourself as an “expert” or “specialist” unless you have formal certifications in a specific field. This is true regardless of the amount of experience you have in your practice area.
For more tips on how to use social media as a law firm, contact us today at Conroy Creative Counsel.