Social Media
You may be well-versed in social media strategy or brand new to the idea. Whatever camp you reside in, the benefits of social media for your firm are indisputable. From increasing brand awareness to engaging with potential clients, social media is a necessity for up-and-coming firms that want to make an impact.
For those new to the game, you might be overwhelmed with deciding which platform is best for your firm. Avid users may question which platforms the most effective. We’ll simplify the process and break down how you can determine which social media platform is best for you.
Why Social Media is a Must
Whether you’re part of a large firm or a solo practitioner, a solid social media strategy provides the following benefits:
1. It Increases Brand Awareness
For decades, businesses have fought to get their brands in front of as many eyes as possible. At one point, it was the newspaper. Then, everyone was drawn to television. Now, social media is the new frontier. According to Pew Research Center, 7 in 10 Americans say they use a social media site.
Maintaining a constant presence on social media keeps you at the top of users’ minds so that when they encounter a legal problem, they’ll know who to call.
2. You Can Connect with Your Ideal Client
Although billions worldwide use social media, you can still home in on your target audience. By creating a place for users to follow you and engage with your content, you can stay informed on what they care about and keep up with trending legal news.
3. It Generates Sales & Web Traffic
Although Instagram followers don’t always equal cases, social media still provides another channel for potential clients to take action and visit your website. For example, sharing snippets of recent blog posts might entice users to click and read the rest on your website. Social media is one tool used in combination with other methods to generate quality leads for your firm.
4. It Humanizes Your Company’s Brand
As a law firm or any business, it’s hard for people to look at you as more than bricks and mortar. Social media gives you the chance to loosen the tie and show people who you are and what you’re passionate about. You can introduce team members, update people on events you’ve attended, and showcase your firm’s company culture.
Determining the Best Platform for First-Time Users
Social media may seem like a daunting task for first-timers, and you’ll need some useful tips when you get started. However, you can still determine which social network is right for you in many ways.
Gather Industry Data
For beginners, it takes time to collect reports and data on your top-performing social networks. Consider doing competitor research and see how other lawyers use their social platforms.
Look at the type of content they post and how they engage with users. What do you like about what they do? Is there anything you could do better?
Also, don’t hesitate to do external research on the most effective social networks for law firms. For example, the ABA claims that among the firms active on social media, 76% prefer LinkedIn.
Since it’s a popular platform in the legal industry, and it allows you to promote yourself professionally, LinkedIn would probably be a good fit.
What Do You Want Out of Social Media?
Before choosing a social media platform, you should think about what you hope to achieve. Some businesses build their social network solely to convert users.
If this is your only goal, you may be disappointed. Social media is more about conversation than conversion. With this in mind, you can create realistic expectations for your social media efforts.
A 2020 survey done by the ABA stated that law firms utilize social media for the following purposes:
- Career development and networking (66%)
- Client development (51%)
- Education and awareness (49%)
- Community engagement (43%)
- Case investigation (21%)
Your goals will likely determine what platform best suits your firm. For example, a lawyer looking to develop their career and network with other attorneys would benefit from a LinkedIn account.
In other cases, those looking to engage with their local community may opt for a more personalized platform like Instagram or Facebook.
Are You Able to Maintain a Steady Flow of Content?
Social media can be a time-consuming endeavor depending on the platform you choose. Some platforms allow you to get away with making one to two posts a week, whereas other platforms demand a steady flow of high-quality content to stop scrollers in their tracks.
Furthermore, posting is only half the battle. You must consider your ability to engage with users on your social platform to build a following and increase brand awareness. Posting once or twice a week is one thing, but sharing relevant posts and networking is a whole other animal.
Don’t Bite Off More Than You Can Chew
We know you’re busy, so don’t run before you can walk. Social media is intended to work for you, not against you. Setting up five different social media accounts on different platforms is not the right idea if you’re just starting.
Begin with one to two platforms and track your success. Get a feel for how much time you have available to dedicate to your social efforts. Then adjust your strategy as needed.
Monitor Your Success
After you’ve created your first social media account for your firm, it’s crucial to track your success. You can track your social media accounts by adding them to your Google Analytics goals. Review your results after 90 days and draw conclusions that will help you refine your content.
Determining the Best Platform for Seasoned Users
For those self-proclaimed social media gurus, you’re already one step ahead. At this point, you have clear goals and can maintain a steady flow of content on at least one platform. Now it’s time to evaluate your performance and course-correct if necessary.
Pull Reports & Double-Down on High-Performing Platforms
It’s vital to know that your social media platform is engaging users and not just eating up your time. Your Google Analytics account has several telling reports that reveal what platforms are effective and which ones aren’t. These reports include:
- Overview reports – Shows how many users convert from social platforms
- Network referrals – Provides engagement metrics from each of your social platforms
- Landing pages – Tracks engagement for URLs and reveals the originating social platform
- Conversions – Reveals total conversions from each social platform
- Plugins – Shows how many users clicked your social share buttons and for which platform
- Users flow – Tracks the path users take on your site and what platform they came from
Get Social with Postali
Although social media can be done in-house, it still adds more to your plate. From posting consistently to engaging with users, you may benefit from outsourcing your social media efforts to a true strategist. Postali helps you craft a successful social media strategy focused on increasing brand awareness and building authority in the legal space.
Learn more about our full-service marketing agency and how we can help your practice. Contact us at hello@postali.com for a consultation and feel free to check us out on LinkedIn, Twitter, Instagram, and Facebook.
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Get started with a marketing audit.