One of the best ways law firms can increase their online presence is having an active social media account. It can help draw in potential leads and generally makes the firm easier to find online. While there are dozens of social media platforms, each with their own quirks.Figuring out how to manage a presence on each of them can feel overwhelming. Thankfully, there are a few social media strategies that can help increase a law firm's presence on almost any platform.
Before posting content to the law firm's social media platform, make sure to figure out which platform is the best one for the firm. Every social media site is different, and has different quirks and gimmicks that attracts specific profiles. Choose a platform that is best suited for the law firm. A few of these potential sites are:
Be sure the firm doesn't take on more than it can manage. Start out by picking one social media platform and then expand to others over time. While it helps to be present on more than one site, don't feel pressured to have an account on EVERY platform if one isn't needed. Focusing on just a few platforms could be the best way to increase viewership and attract potential leads. The goal is to attract the law firm's ideal client and meet them where they already are.
Simply putting out content, regardless of its' quality, isn't enough. Social media platforms tend to push accounts with a predictable upload schedule. Social media accounts can build consistency by:
Maintaining Content Quality: Don't post just to post. Posts should add value to the viewer. Low-effort posts are only going to make the firm appear less attractive to visitors. Reaching a balance between upload schedule and content quality increases the likelihood the law firm's posts will get pushed by the platform's algorithm.
There are some great tools out there that are reasonably priced. Check out Social Pilot, who also offers some AI tools. Remember, for all AI created information, a thorough vetting process is required.
Engagement is when brands interact with ordinary people on a social media platform. High levels of engagement mean users are interested in the brand and its' content. The more engagement a brand account has, the higher the chances some of the visitors will turn into potential leads. It also helps increase the brand's awareness, attracting even more visitors to it.
Be mindful of how the law firm presents itself on social media, especially when engaging with the user base. The last thing the law firm needs is to undermine its' own chances when interacting with potential leads. There are a few strategies law firms can use when engaging with the user base.
Responding to messages: If someone sends the account a message, respond to it in a timely manner. No one wants to be left on read! Be conciliatory and understanding when speaking with them, and point them towards the account page or the law firm's actual website.
Use Tags: For law firms trying to increase visibility in the local community, make sure the law firm's account gets tagged in posts about local organizations and events. Let everyone know the law firm actively supports the community!
Target a specific niche: Establish the law firm's presence in a specific online space or audience if appropriate. This could be related to the law firm's area of practice, geographic location, or share professional values. If you're on a social media platform that allow group chats, join ones that help the firm fill that niche. Be sure to offer helpful resources and answer questions. Do NOT try to offer the law firm's services. Being sales-y will just turn people away.
Follow the rules and ethics of social media use: The last thing any law firm wants is a reputation of being controversial online. Follow the rules and regulations of the social media platforms the law firm uses to prevent the account from being timed out or banned. Finally, it never hurts to know the state bar's rules on online advertising and testimonials.
There are a couple of ways brand accounts can measure their engagement. One metric brands can use is the amount of followers the account has, and whether that number's increased. Another way is figuring out much engagement individual posts get, which can be measured through the amount of likes, number of comments, or times the post is shared. Many social media platforms also have their own analytics dashboards so brands can track their engagement metrics entirely within the platform.
Conclusion
Using social media correctly can help law firms increase their online presence and reach more people. Law firms that use social media strategies to increase their online presence can expect:
Remember, social media isn't a replacement for the law firm's website. If anything, it should support the website by helping to draw in more traffic. Mastering social media can be difficult, but law firms that do can reach more people than law firms that don't.
As helpful as social media strategies can be, they're simply one way a law firm can increase their online presence. Stay tuned for how law firms can do the same thing on law firm listing sites.