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.
Both LinkedIn and Facebook are great for the following reasons:
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.
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.
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.
When creating a personal profile, you should follow the current best practices, including:
In short, your personal LinkedIn profile should be unique to you while still promoting your law firm’s brand.
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:
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.
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.
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:
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.
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.
Follow this list of best practices to optimize your firm’s Facebook page:
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.
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 firstname.lastname@example.org or follow us @Postali.