Is Social Media Marketing a Necessity for Law Firms?

Social media is constantly evolving and changing, as are the popular trends. However, one thing that remains constant is the popularity of social media platforms and their effectiveness at drawing attention and providing useful answers to potential clients. While engaging with social media for attorneys and law firms can feel a bit like dipping a toe into murky, unknown waters, the American Bar Association says that 35% of lawyers who engage professionally with social media have been successful in attracting clients. Additionally, more than 50% of social media users specifically use these platforms as a way to research products and services, according to Oberlo.

Having a social media presence is necessary for any business, including law firms.

Social media is a powerful force that cannot be ignored. Among so many areas of the internet where promotions and content can be shared, social media remains one of the most popular, due in part to its social aspect and partially because they tend to be user friendly. This is great news for attorneys and law firms, opening the door for both casual referrals and convenient, cost-effective use. Facebook, Twitter, LinkedIn, and Instagram are all popular social media platforms for attorneys, each with its own demographic of users.

Social media is so prevalent in daily life that it is one of the first places people go to research a new service or product they are interested in purchasing; this includes finding and vetting potential legal representation. This is where building a strong profile from the ground up can start you off with a strong positive impression. A strong profile includes comprehensive summaries, descriptions, hours of service and cost estimates, and perhaps most importantly, client reviews. While the exact set-up of these profile elements can vary from platform to platform, they generally include the same opportunities.

It’s not enough to have a profile; law firms need to engage consistently on social media.

Starting off with a well-constructed profile is the first step in any successful social media marketing campaign for an attorney or law firm. However, creating an appealing profile is not enough in itself. To truly get the most out of a social media platform, it’s important to consistently share new, original content, and to respond regularly to anyone who engages with the profile via comment or message. It’s important to decide exactly what kind of content you intend to share (i.e. attorney videos, original blog articles, shared legal articles, etc.) and how often you intend to share it. Consistency is key to effective social media marketing.

Similarly, if a law firm shares random content and only does so every few weeks or months without a set schedule, their profile risks looking unprofessional—especially compared with competing profiles that might have a dedicated social media team.

To learn more about social media marketing for attorneys and law firms, reach out to a legal marketing expert.