In this day and age, social media is an incredibly important tool in ensuring that your law firm is successful. In 2020, the average social media users spent an average of 2 hours and 24 minutes every day on social media sites. On top of that, 79% of people in the United States have at least one social media profile. It’s safe to say that social media and social media strategy is incredibly important. Many new customers can be found through your use of social media, however, you just need to make sure that you’re using it correctly and to your advantage.
Social media strategy for law firms is vastly different from social media strategy for other companies with an online presence. The general public expects attorneys to be professional and knowledgeable, so these must come across on all platforms. While some companies, like a skincare company or beauty company would be able to get away with quirky posts and joking taglines, lawyers must keep it professional to remain reputable.
This is when you’ll want to decide which social media sites will work best for your brand. For law firms, Facebook, Twitter, Instagram, and YouTube are all good choices. Newer brands have been taking to TikTok, but as a more serious business, TikTok probably isn’t worth your time.
Different platforms are good for different things, for example, longform videos should be posted to YouTube, short form content like quick calls to action should be posted to Twitter, and pictures should be posted to Instagram. Overall, Facebook can be used for pretty much anything, and is especially good for linking to outside content, like your YouTube videos.
Make sure handles are consistent across platforms
The first step in a good social media strategy is creating your social media accounts. You’ll want to ensure that your name is exactly the same across all sites, so it’s easy to find you. Consistency is key here, so make sure that you check all platforms before picking a username, to ensure that it will be available for each account that you make. Stick with a username that’s as straightforward as possible, like the name of your law firm.
Keep color scheme and logos on brand
To keep your brand easily identifiable and consistent, you’ll want to keep your color schemes, logos, and profile pictures consistent across all platforms. Platforms like Twitter and YouTube allow color scheme customization and the addition of banners, so keep these consistent as well. This will keep people from questioning whether or not you’re the same business.
On any given social media platform or your website, your audience should be able to easily navigate to any other pages you may have. For example, from your website they should be able to access all of your social media links. And all of your social media pages should link back to your website.
You should also integrate your social media content into your website in other ways. For example, by embedding a YouTube video into a related blog post. Or by making it a blog post of its own with some related information in text format.
Connect with former and current colleagues and clients
You can also use social media, especially LinkedIn and Google My Business to help connect former and current employees with potential clients. LinkedIn can be great for this, as potential clients can see information about the business and the people who work there. Google My Business shows reviews and can help new clients see what old clients have thought about your law firm’s services.
Platforms like Facebook, Twitter, and Instagram are really good for sharing your website’s content to a greater audience.
Blog posts
Blog posts are articles that are posted to your own website that help with search engine optimization and audience growth. These can be posted as links on Facebook and Twitter. They can also be posted in the “info” session under related YouTube videos.
Photos
Photos for law firms can vary greatly. Ranging from candids from work events to marketing content like headshots and promo pictures for your website. These pictures can be shared on Facebook, Twitter, and Instagram. Instagram is the best place to share photos and interact with your following at the same time.
Explainer videos
Explainer videos can be either long form or short form, and should generally be posted on YouTube. You can then post clips of your videos to Instagram, where short form content does better. You can also share the links to your YouTube videos on both Facebook and Twitter. If the video is made for your website specifically, you should go on to also post it on YouTube and other platforms.
Engaging with social media users gives your brand a sense of realism and reliability. It makes it seem like you aren’t just another law firm out there posting ads and baiting customers. Responding to questions, comments, and reviews can make your brand seem more reputable, reliable, and friendly, pulling in a greater audience.
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