How Can Attorneys Get the Most Out of Social Media?

Social media has become a significant part of daily life for most people; according to the Global Web Index, the average person spends approximately three hours a day using social media. People are seeking out and discovering all kinds of resources via social media, including products and services. There is a general expectation that professionals should have some kind of presence on social media, and if they can find a meaningful way to engage with potential clients, even better. Law firms in particular have a lot to gain from building their social media presence.

According to the American Bar Association, 35% of lawyers who engage professionally with social media have used it successfully to attract clients.

It makes sense that high-traffic social media platforms like Facebook, Twitter, and LinkedIn present an interesting opportunity for lawyers to engage with a wider pool of potential clients. This is where content like blogs, videos, interviews, and legal tips can be shared via a law firm’s or attorney’s professional social media account.

Offering helpful information at no cost is a good way to build trust with potential clients, letting them familiarize themselves with your expertise and come to rely on your practice as an industry authority. Social media presents a significant opportunity to build your reputation as a highly-skilled yet compassionate legal professional.

Tips for building a professional social media presence as a law firm or lawyer:

• Figure out your goals. Establish among your team what exactly you hope to get out of social media. Do you hope to obtain queries from potential clients? Inform current clients? It is important to note that your goals may vary based on the type of social media platform you are using.
• Choose your social media platforms. It is important to note that not every social media platform may be useful for a professional law firm/attorney presence. Twitter, Facebook, and LinkedIn are all relatively safe choices that present helpful opportunities, but an individual or law firm does not necessarily need all of the above. It’s best to choose carefully, based on what type of social media platform you feel confident you understand and can manage consistently.
• Decide on strategy. Before getting started with social media, it’s important to figure out what exactly you plan to use a particular platform for. Are you going to share blogs? Legal news articles? Videos? Helpful tips? Make sure you pick an offering that is unique to your practice and with which you can consistently engage. According to Quarts, a Facebook executive recently predicted that by 2021, their platform will be all video. Consider offering helpful information in a variety of formats to appeal to the different members of your audience.
• Decide on a schedule. How often do you plan to use that social media account? Daily? Weekly? Biweekly? Brainstorm with others who will share responsibility for contributing to the social media account and decide how often you can realistically offer the planned content. It’s also important to discuss how often you plan to check the account and reply to messages, questions, or comments.
• Talk to a social media expert. It’s a good idea to sit down with a social media marketing expert to discuss your goals, strategy, schedule, and platforms. An experienced social media professional will be able to help you fine-tune your approach to social media and may even help you develop new ideas for ways to engage with and obtain new clients using your chosen platforms.

To learn more about the importance of a social media presence or for help developing content, reach out to a legal marketing expert or AskTheLawyers™.