Social media is as essential for professionals as it is for friends and family. A massive 77% of U.S. small businesses use it as a popular way to serve their customers, boost brand awareness, and generate revenue – and no large company should be without it. Video content is number one, with audio not far behind (check out our previous blog on the versatile power of a podcast).
For those firms who don’t feel like being video or radio stars, there are plenty of type and tag options for text and images like LinkedIn (great for networking), Facebook, Instagram, Twitter, Pinterest, and Tumblr. Those practicing law can reap the benefits of social media like any other business, but only if they stay aware of the added responsibility their profession demands.
Could it be argued that lawyers need social media more than any other profession? We think we could make that case and win. After all, lawyers aren’t the most beloved of all services. You might say you’re automatically in a state of damage control just for taking the bar. Unfortunately, public perception is usually against you.
Social media is a great way to craft a positive public persona. You can spotlight your expertise and share user-friendly content. To get people on your side however, you need to be watertight with your facts and pitch perfect in your presentation. There are precedents out there where one wrong emoji could cost thousands because perception is everything.
Understanding how social media is developing on the legal scene is vital for every firm because it helps them know what to avoid. Everything you make available to the public must be fact-checked thoroughly and reflected on before posting. It could make all the difference between your firm becoming known for integrity or stupidity.
If you’re not comfortable with videos or podcasts, a well-written blog is a great help. You can fill it with your firm’s knowledge and experience, topical observations, or examinations of certain areas of the law. What’s more, a blog can be peppered with keywords which boost your content’s SEO (Search Engine Optimization). This will help your site be much friendlier with Google’s algorithms.
A good rule of thumb is to include a CTA (Call to Action) at the end, as this encourages readers to get in touch to learn more. Answering questions in a blog’s comments may be treading tricky ground; legislation isn’t clear as to whether this constitutes the formation of a client/attorney relationship. Instead, you can build a strong connection, brand awareness, and loyalty by blogging, say, once a week.
Once a week is a comfortable amount of content to show your audience that you’re active and also show internet search engines that you’re still alive and kicking. If your social media starts to wane, those old posts start to make your firm look stagnant and disinterested. Pursue your audience with regular, well-written content that gives them the information they need.
More than once a week is good too, just make sure it’s quality content. A torrent of flimsy content won’t reflect well on your firm. Social media doesn’t always have to be blog-length posts. Facebook and Twitter allow for snappier content where you might share useful legal links or chime in on a current high-profile case.
Law firms must never forget Rule 7.2 when communicating via social media because advertising can be another minefield. Consult this in-depth guide from the Florida Bar if you’re practicing in the Sunshine State and check out what constitutes advertising in your region if you’re elsewhere.
Lawyers are competitive by nature. Regular use of your law firm’s social media gives you a competitive edge over those who don’t. While they’re staying quiet, you’re speaking up and getting noticed.
You don’t want to be left behind. Technology is evolving faster than legislation can match. To keep up with tech as it applies to law, don’t miss the American Bar Association’s regular material.
Social media is the perfect way to present your law firm publicly and start a positive conversation about who you are and what you do. If you want to make the best impression, drop us a line here at ContentBacon. We’ll provide regular, valuable content that will help you connect with your audience.