With just a bit of spare time spent in the right places, you can maximize the benefits of social media for your firm. The benefit? Attracting new clients, showcasing your best services, and staying engaged in your community. Contrary to popular belief, you can do this without wasting potentially-billable hours. With a solid social media strategy in place, you can efficiently and effectively share the information you need and maintain contact with your audience. Here’s some of the best social media tips for law firms.
Why is law firm social media important?
U.S. adults spend nearly four hours a day on their computers, smartphones, and tablets. Simply put, your audience is most likely on social media. Further, people want to get to know a business before investing their hard-earned money.
Law firms are no exception. Social media can help you build trust and brand awareness. Having a professional presence on platforms like Facebook, Instagram, LinkedIn, and Twitter will give you exposure in your industry and among your referral network.
Let’s do it right, though. These are 20 social media tips for law firms that work.
1. Don’t let it become a time drain
You don’t have to waste the day away. Pick two or three social platforms that work best for your audience and budget your time for each.
Set aside just a few minutes each day or an hour or two a week to log on and interact with potential clients or share impactful articles.
2. Go for value and information, not a hard sell
Avoid the urge to solely self-promote your firm on social media.
Providing relevant articles, updates on local legislation, and links to client resources are much more valuable to your followers. Once they trust you, our knowledge and expertise will draw them in naturally when they need legal help in the future.
3. Schedule ahead of time
Consider scheduling your posts ahead of time. Facebook has a built-in feature that makes this easy, and it’s also possible on Twitter, Instagram, or LinkedIn via Hootsuite or other auto-schedulers.
You don’t need to rely on blanket automation for every post, but this can be helpful when you know you have a busy week ahead.
4. Implement a law firm social media policy
It’s important to set guidelines. Create a policy that details who has access to your law firm’s social media platforms, what they can post, and any style elements that are important to maintain brand consistency.
Do this ahead of time so everyone knows their place and position. Have a point person that your team can send photos to when they’re at networking or charitable events as well.
5. Put together high-quality graphics
A great photo can improve engagement because people are more likely to notice a post with visual elements.
Not confident in your photography skills? Free resources like Unsplash and Canva are helpful for this type of work. Canva has pre-built templates, event images, and the like to use as well.
6. Focus on video
Create quick and simple videos for Facebook and Instagram. Like photos, they can drive better engagement rates among your audience.
Talk about your legal experience, new laws that could affect your clients, and areas of expertise. You can even briefly answer legal questions you’ve received on your page if you feel comfortable doing so in your area of the law.
7. Stay professional
Keep your social media content professional, respectful, and focused on the good work you’re doing.
Try to avoid controversial topics that will stir up debate.
8. Know when to use hashtags
In general, hashtags are most effective on Instagram and Twitter, but try not to overdo it.
Search for hashtags that are relevant and specific to your practice area. Keep in mind that hashtags that contain an average of 21-24 characters perform better than shorter hashtags.
9. Make your accounts look professional
Put your best foot forward just as you would on your website.
Use a professional profile photo of your law firm’s logo and a header that is consistent with your brand. Be sure to use the same images across all of your social media platforms for uniformity.
10. Make your website, contact information, and hours available when possible
People want easy access to you and your services. Make your website simple to find, as well as your contact information on all social accounts.
It is more likely that potential clients will get in touch if you make it accessible for them.
11. Invite newcomers
Encourage existing clients to follow your social media pages. You can include the links on your website, newsletters, and the signature of your emails.
This is a great way to invite people to connect with you, which has the added benefit of increasing your visibility to their friends and family.
12. Find your audience where they are
Most lawyers don’t have time to dabble in every social media platform out there.
The highest engagement levels typically occur on weekday afternoons, while weekends are much slower.
This statistic is true across the board, but the details get even more specific when you look at each platform individually. Research the best time to post on the websites you’re committed to using.
14. Be consistent
Whether it’s once a day or a few times per week, be consistent about posting.
Falling off the map and not posting for months at a time can put a dent in your existing followers and turn away potential followers. It makes you look absent—not a good look.
15. Join groups or communities
There are thousands of smaller communities within platforms like Facebook and LinkedIn.
Look for groups designed specifically for lawyers to connect with your colleagues or professional referral networks in your community.
16. Engage with your followers
Social is, well, social. People like to see interaction on social media.
After you schedule your posts for the week, log on and respond to comments to show your followers that you’re really there. This will show them that you genuinely care and are actually paying attention.
17. Pay to play
Don’t be afraid to invest in ads or promoted content. Even $100 per month can help you gain followers and increase visibility.
18. Monitor your industry’s conversations
Social media gives you a unique opportunity to “listen” to important conversations happening in your industry and community.
This is especially true on networks like Twitter or Instagram where you can get a view of the landscape with hashtags.
19. Analyze your strategy and make changes when needed
It’s important to measure your engagement to see what types of content are actually working to connect with your audience.
Take a look at your reach, insights, and impressions to get a clear picture of what posts are performing well every month. Make changes as needed. Over time, track how many people are reaching your website from which social media site and make sure it’s going up over time. It may also show you to focus your efforts on a site you may have previously overlooked.
20. Use these social media content for law firm examples
Not sure what to post about? Here are a few ideas:
Links to interesting and relevant articles
News about recent legislation or regulations that impact your clients
Awards or recognitions you received
Charity projects you’re involved in
Team member bios or introductions
Blog posts on your website
Information about the services you offer
Looking for more guidance? At NIVAN Content, we help today’s busiest professionals connect with their potential clients online. From strategy to implementation to ongoing maintenance, we can help.
To learn more about social media marketing for your law firm, contact NIVAN Content today.