How to Manage an Attorney or Law Firm Facebook Page

Social media has become an increasingly important part of any marketing strategy. According to the American Bar Association, 35% of lawyers who engage professionally with social media have experienced success in using it to attract clients. There are a few things to keep in mind when designing an effective social media strategy; attorneys are expected to maintain a higher level of professionalism than professionals in other fields, so it’s important to be intentional and consistent.

Facebook in particular offers a unique opportunity to attorneys and law firms looking to build their online presence and attract potential clients. While there are other social media platforms that attorneys and law firms can utilize to increase their online presence and spread awareness of their services, Facebook is one of the most popular—and arguably one of the most user-friendly. According to Statista, Facebook reported almost 1.82 billion daily active users for just one quarter of 2020.

Decide on a schedule for your Facebook posts and use the platform’s publishing tools as desired.

Before you start a social media campaign, it’s important to figure out how often you will be able to post new or shared content. While those who engage on Facebook for casual or personal reasons do not necessarily need to worry about scheduling, attorneys and law firms looking to promote a professional impression will need to do so. It’s a good idea to post at the same time each day, or at the same time on the same day(s) each week.

If posting once a day at the same time sounds overwhelming, consider posting every other day or even once a week. Posting less than once a week may make it difficult for your marketing strategy to pick up speed. If sitting down at the same time on the same day every week to make a post doesn’t sound doable, you may want to take advantage of the publishing tools available with Facebook business accounts which allow you to schedule posts to publish in advance. Facebook is also unique in that it offers a variety of user-friendly creation tools to help manage, diversify, and even create content for your page.

Unlike some other social media platforms, Facebook works well for a wide array of content.

The type of content which can be posted on Facebook varies widely, and may include quotes, articles, blogs, videos, pictures, gifs, etc. While some other social media platforms are limited either in content type or content that simply looks good on the site, Facebook is quite flexible. Facebook allows users to post just about anything in regard to content type.

The real trick in managing an effective attorney Facebook page is to decide what type of content you intend to post. While you can certainly post more than one type, it’s probably a good idea to stick to the same few. For example, an attorney or law firm may choose to post a new attorney interview video on Monday, an original article or blog post on Wednesday, and a shared article from another reliable source on Friday.

Regardless of the type of content, it’s important to regulate it so that your readers know what to expect. It’s also important to stick to your subject; if a piece of content is interesting but not directly related to your field, it’s probably better to set it aside and look for something better to post. Beware of sharing funny gifs or memes on an attorney or law firm Facebook page, as this can reduce the overall level of professionalism you’re trying to communicate to potential clients. If you want to share funny legal jokes or pictures, consider an Instagram account designated for that sole purpose.

To learn more about managing an attorney or law firm Facebook page, or for help coming up with unique, engaging content to post, talk to AskTheLawyers™.