Five golden rules for lawyers to follow who want to achieve social media success
In a world where social media plays an increasingly important role in our lives, it no longer makes sound business sense for lawyers to avoid the various social media platforms if they wish to win new business, and to gain mindshare. However, we also recognise that delving into the social media sphere professionally can be rather challenging for some legal practitioners who are used to exerting a significant amount of control - especially when taking into account the relatively unfiltered nature of the internet. Therefore, for any lawyer out there who hasn't yet engaged with social media in any capacity, or are considering entering into the social media realm professionally, there are a few things to bear in mind that will ensure your firm's social media efforts won't be torpedoed from the very beginning.
You wouldn't go to court unprepared: So why isn't your firm developing a social media plan?
It's essential to have a plan in place before embarking with your social media efforts. Matters such as the content to be published, the tone your practice wishes to set, and of course, the individuals who will be responsible for the firm's social media account are all things that need to be ironed out, because at the end of the day, whatever is posted will be associated with the firm. The good and the bad.
We're not for one moment suggesting that legal practitioners are full of unprofessional luddites, and we also don't wish to treat lawyers as dullards because we're aware that a significant number of legal practitioners are adept at using social media personally. However, posting content in a professional capacity can be a different proposition when compared with a personal account. Sure, posting a cute cat related meme may generate a lot of 'likes' to your post on your personal Facebook page. However, taking a similar approach on your firm's social media space may be a lot less 'liked'. Additionally, retweeting or re-posting that 'hilariously' inappropriate picture may be borderline acceptable on your personal Twitter account, but it will probably go down like a lead balloon on the professional account of your practice.
It's fantastic to have some personality on your firm's social media accounts, but always maintain a sense of professionalism at all times.
Social media isn't the place for overt push marketing
Potential clients are looking for authenticity and any hint of the hard sell (e.g. accident in the workplace? Call us today!) will lead to an unfollow, or un-like. Potential clients are searching for valuable information, and if your practice is using social media strictly for self-promotion, rather than trying to establish thought leadership, your practice may be better suited advertising in traditional media instead.
Inactivity will lead to atrophy (of your social media account that is)
Always remember the 'social' in social media. Therefore, it's essential that quality content is posted at least a couple times a week to ensure that potential clients stay engaged.
Remember, the aim of your social media strategy is to try and generate new business via thought leadership and that won't be achieved if you aren't posting content that will keep your firm at the forefront of the minds of potential clients.
Respond to positive feedback
Any firm that is posting quality content which attracts likes, comments, or a direct message (DM), should try to respond where appropriate. Many people may find it intimidating dealing with legal practitioners and any positive interactions should receive the proper attention because if you ignore your followers or fans, why should they return the favour?
The unparalleled marketing potential that social media grants law firms is unprecedented, and when used correctly it can be a powerful lead generation tool.
For your website and online needs, please contact the FindLaw/Firmsite today and our friendly team will help you get started with your online initiative.