How to Use LinkedIn & Facebook for Law Firms

Social Media

You probably know by now how crucial it is for your firm to have an active presence on social media, no matter the platform. However, you might not know how to truly maximize your potential and get users to engage with your content.

From establishing a polished profile to choosing the right content to post, much goes into executing your social media strategy. We’ll show you exactly how to best use LinkedIn and Facebook to benefit your firm. We’ll also offer some tips for creating a professional profile that entices users to visit your website.

Maximize Your Firm’s Potential with LinkedIn & Facebook  

Both LinkedIn and Facebook are great for the following reasons:

• They help build brand awareness
• They allow you to connect with the community and better understand your audience
• They allow potential clients to visit your website and act
• They give you the platform to post engaging content that positions you as a thought-leader

Think of LinkedIn and Facebook as top-of-funnel content that informs and builds relationships with the online community. It simply starts the conversation, hence the name “social” media.

So don’t be shy. Share your achievements, craft thought-provoking posts, and show people what your firm cares about.

Understand the Tone of Each Platform 

While the content on your Facebook page and LinkedIn profile may overlap, it’s essential to understand the tone of both social networks. LinkedIn is a professional environment. Users expect your personal and firm profiles to showcase your achievements and experience as a lawyer.

Facebook is much more casual. On Facebook, you can show users a different side of your firm and have flexibility with your content. Think of LinkedIn as a business meeting and Facebook as the breakroom. However, both platforms should still maintain a level of professionalism.

How to Best Use LinkedIn for Your Firm

According to the ABA 2020 Legal Technology Survey Report, 76% of lawyers who use social media have a LinkedIn profile. This makes LinkedIn the most widely used platform in the legal industry.

On this platform, you can make a personal and company page, and there are guidelines for each.

1. Create a Polished Personal Profile

When creating a personal profile, you should follow the current best practices, including:

• Professional Headshot – This will be a user’s first impression, so make sure your headshot is updated and you’re dressed in professional attire.
• Header Image – This should be a simple, high-resolution image that aligns with your brand. The image could be a cityscape, company logo with a tagline, or another branded element.
• Headline – This should reveal your practice area. Your name and location should also be at the top.
• Summary – Make this section personal to you. What are you passionate about? List your skills and ambitions.
• Experience – Include your firm. This appears at the top right of your LinkedIn profile and links to your website.

In short, your personal LinkedIn profile should be unique to you while still promoting your law firm’s brand.

2. Build a Professional Page for Your Firm

Now that you have a personal presence on LinkedIn, it’s time to create a page specific to your firm. Here are some tips for creating an effective firm page:

• Photo – Your profile photo should be your company logo.
• Header Image – Think of the first thing users see on your website. Add a picture of your team with your brand tagline. Also, make sure to use your firm’s brand colors.
• Page Info – Include your firm name, law practice area, and primary location.
• Add Buttons – Include a contact button and a button to link to your website.
• About – Write a description informing your audience about your practice area, your mission and values, and what you offer. Fill in sections for number of employees, year founded, firm size, phone number, and a link to your site.
• Office Locations – Include all the areas your firm is located.

3. Engage with Your Network

It’s not enough to create your LinkedIn profiles and call it a day. It’s vital to learn how to effectively engage with those in your network to share updates about your firm and position yourself as a legal authority.

Content Strategy for Your Personal Profile

LinkedIn is a great place to craft long-form posts with an established story arc. Your personal profile should include content that compels users to join the conversation.

Think about a time when a client came through your door with nowhere left to turn. How did you help them? How did your actions resolve the client’s issue? This content informs your LinkedIn audience of the client experience and how you’ve made an impact on clients’ lives.

You can also share insightful articles or trends in the legal industry and offer your take on the matter. This positions you as a thought leader and draws users to your page to learn more about you and your firm.

Content Strategy for Your Firm’s Page

Your firm’s page has a slightly different content strategy. The main goal of your page is to highlight your firm’s achievements. This includes posting about:

• Recent case wins
• Firm news and updates
• Open positions, new hires, or promotions
• Employee achievements
• Recent blog posts that offer legal information to frequently asked questions

Creating these posts will shine a spotlight on your firm and your excellent staff. Over time, it can improve your website traffic and client leads.

How to Utilize Facebook for Your Firm

You will use Facebook like your LinkedIn account. However, there are some slight differences. One key difference is that your personal Facebook page won’t be used to promote your firm. Keep your personal page for family, vacation photos, and your fantastic Sunday dinner.

1. Use Best Practices for Creating Your Firm’s Page

Follow this list of best practices to optimize your firm’s Facebook page:

• Logo and Photos – Like your firm’s LinkedIn page, your profile picture should be your logo. Your header image can be of your team, firm tagline, or cityscape of where you’re located.
• Contact Info – Include your firm’s address, phone number, hours, and link to your website.
• Add Categories – Include categories that describe your firm and your practice areas. This helps users search for your firm. Try to be as specific as possible. For example, select “Personal Injury Law Firm” instead of “Lawyer” if that reflects your firm’s practice area.
• Description – Similar to LinkedIn, summarize your business, what you do, and your unique offerings.
• Call to Action Button – Make sure you have a button to contact your firm or schedule an appointment.
• Messenger and Customer Interaction – Be sure to allow customers to post on your page and customize your messenger greetings for a personalized client experience.
• Facebook Reviews – Facebook also has a review feature that allows your clients to share comments. If they use it, it will show up directly on your page. Also, Google displays the overall customer sentiment in search results.

2. Establish Your Firm’s Content Strategy 

Although some of your LinkedIn and Facebook content may overlap, you can expand your content strategy slightly for Facebook.

For example, you can give users a behind-the-scenes look at your firm. What fun things are happening around the office? Did you recently attend any events? Did you hire or promote any staff members? Think about how you can humanize your firm.

You can also get away with more humorous posts on Facebook compared to LinkedIn. Like comic relief in a movie, balance out your legal content with some light-hearted posts. It may be a good idea to keep a social media calendar to help you post a variety of content each week.

Start the Conversation with Postali

When used correctly, social media is a powerful tool that allows you to connect with your ideal client and show them what you’re all about. Knowing the differences between each platform and how to best use them is key to a successful social media strategy.

Connect with a marketing team that understands the challenges you face and knows how to take your firm to the next level. Postali has helped countless firms create a powerful online presence through unique web design, SEO, legal content writing, and press & media relations, among other services. Reach out at hello@postali.com or follow us @Postali.