How lawyers can leverage Facebook ‘Likes’ and ‘Shares’ to their advantage
We've already looked at how social media is a cost effective way for lawyers to market their firms, with Facebook being a particularly powerful site due to the various analytic tools that users have at their disposal.
Anyone who has even a cursory knowledge of Facebook, would be familiar with the 'Like' and 'Share' features. In fact, so ubiquitous is the 'Like' button that it extends beyond Facebook itself, and can be found on almost every other site on the internet. Many lawyers will already be aware of the 'Like' and 'Share' component, and we'll explain how lawyers can take full advantage of the features, which then may assist in building the brand awareness of your practice.
The 'Like' feature on Facebook serves two functions. There is the Like that is used in the comment and share section appearing below a Facebook post. While the other Like button is attached with your firm's Facebook page, and any person who clicks on that button, can potentially see every post associated with the page of your practice.
Like the 'Like' feature
It may appear to some that the Like function may not serve much of a purpose, however, we'll outline some of the reasons why you should 'like' the Like and Share functions:
Sharing the love: the Facebook algorithm favours Shares over Likes when it comes to your posts appearing on a person's feed.
Yet, Likes can still mean 'love': a person who Likes your post isn't necessarily going to go out and evangelise your efforts, but that doesn't mean that there isn't any value. The mere fact that a person has Liked your post can still mean that it may also appear on their friends' news feed, with a link pointing to your page if one has been included in that particular post. Therefore, it's always useful to put some thought and effort to the headline of your posts so it may garner interest and clicks.
Why you should love your Facebook fans: anyone who Likes your page can become a potential client because they have actively chosen to keep tabs on what is going on in your firm via your posts.
Strategies to help your page gain more Likes and Shares on Facebook
To ensure that you gain as many Likes and Shares as possible, it always helps to post regularly on your firm's page. It doesn't have to be a substantial entry, nor does it necessarily always have to be something from your firm. Don't forget that you can also Like and Share posts too.
However, the one action that you can take to give your posts the best shot at gathering Likes and Shares is to post compelling content. Keep in mind that high quality, relevant quality will always attract attention and eyeballs - even on Facebook.