Lawyers are constantly looking for ways to promote their practice online and social media has become a powerful tool in achieving this.
But social media is complicated and not always intuitive, and it can be tough to know where to start.
This blog post aims to answer the most common social media questions we get asked at LawBite about how lawyers can best utilize social media tools.
Questions to keep in mind
1. What social networks should I be on?
There is no perfect answer here as different social platforms work for different people. For example, maybe you’re an architect who wants to share photos of buildings that inspire you; Facebook could be a good fit for you because it’s popular with brands that promote themselves through imagery.
Do some research to see which platform your ideal audience is using, and then join in!
2. How often should I post?
Again, there’s no one-size-fits-all answer to this question. However, social media platforms are generally most effective when posts are frequent and timely. If you can’t commit to posting on a daily basis, aim for at least three times a week.
3. What should I post about?
Again, this depends on your target audience and the social platform you’re using. However, some general tips include sharing blog posts, images, news stories, and events related to your practice area(s).
You could also use social media to generate leads by posing questions or offering free resources (like books or whitepapers).
4. How can social media help my law practice?
Here are some social media stats that may surprise you:
Social media posts generate 300% more engagement than regular posts.
42% of social media users have made a purchase after seeing something on social media.
75% of Twitter followers say they also follow at least one brand. – It takes an average of 6 months for new customers to turn into repeat customers, while it takes social referrals only 22 days to make the same transition.
5. What happens if I don’t use social media?
If you decide not to participate in social media, expect your firm’s online presence — and consequently, its online reputation — to suffer.
If you’re not proactive in managing your online presence, someone else will be. And they may not have the same goals or values as you do for your firm.
6. What social media channels should I use?
There’s no one-size-fits-all answer to this question; the social media platforms that are best for your law firm will depend on your target audience and marketing goals.
However, some of the most popular social media platforms for lawyers include Facebook, Twitter, LinkedIn, and Google+.
7. How often should I post on social media?
Again, there’s no set answer to this question; how often you post on social media will depend on the social media platform you’re using, the type of content you’re sharing, and the social media marketing goals you’ve set for your law firm.
In general, social media managers recommend that social media profiles on business-related social networks be updated at least once a day with relevant content.
8. Which social media channels can I use to communicate with clients?
In many cases, it’s possible for lawyers to connect directly with clients using social networking sites like Facebook and Twitter.
However, some social media sites — such as LinkedIn and Google+ — aren’t focused on helping users make social connections; instead, they’re focused on bringing together people who have similar professional interests.
If you want to use a social platform to help you communicate with clients, it may be best to stick with services like Facebook and Twitter.
9. What are the benefits of social media for law firms?
There are a number of reasons why social media can be beneficial for law firms. Perhaps the most obvious benefit is that social media allows lawyers to connect with potential and current clients in a variety of new ways.
Additionally, social media can help law firms build brand awareness, increase web traffic, and generate leads. By creating engaging content and using effective marketing strategies, law firms can use social media to achieve a wide range of business goals.
10. What’s the best way to measure the success of my social media efforts?
In order to measure the success of your social media efforts, you need to set some specific goals at the outset. Once you’ve defined what you want to achieve, you can measure your social media performance.
Some common social media metrics
- The number of social media followers – Use a tool like Iconosquare or simply Google your social channel to find out its follower count. Note that Facebook Insights, Twitter Analytics, and Google Trends are also great for social media analytics.
- The number of social referral visits – Referrals via social channels should be separate from general website traffic in order to determine social’s true impact on conversions. To set this up, use tools like Google Analytics UTM codes. Another option is to generate short links which you can then track using Bitly or Googe URL Builder.
- The number of social shares – Track the number of times specific social posts are shared. Tools like Topsy or BuzzSumo can help with this.
- Organic or paid social media? – The answer to this question depends on your social media goals. Organic social media is great for branding and thought leadership, while paid social media is better for lead generation and conversions.
- Social media monitoring – This involves tracking online conversations about your brand or practice area in order to gauge sentiment, identify leads, and track progress over time. A few popular social media monitoring tools include Hootsuite, Sprout Social, and Mention.
- Social media policy – A social media policy is a document that outlines acceptable and unacceptable behaviors when using social media for business purposes. It can also include guidelines for creating and sharing content, as well as for interacting with customers and followers.
- Social media management – Managing social media accounts can be a lot of work, especially if you’re doing it yourself. A social media management tool like Hootsuite or Sprout Social can help you streamline the process by allowing you to post updates and schedule posts ahead of time.
With these tips and tricks, you’ll be able to grow your legal practice with the power of social media. We hope this article has helped answer some questions about lawyers and social media for those who are new to it all.
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