3 Tips to Help Law Firms Generate More Leads on Social Media
January 25th, 2016 by
In 2015, 35% of all lawyers obtained clients from their social networks, according to an ABA survey. Tech-savvy attorneys and digital marketing experts alike know that social media sites like LinkedIn, Google+, and Facebook are great business development tools. Engagement is an imperative. In fact, it is the new word-of-mouth for client referrals. Here are three tips to help any firm develop a strong social media strategy.
1. Start Slow and Develop a Message
To start, a firm or individual attorney should pick out one or two social media platforms and focus on posting quality, engaging posts. There are only 24 hours in a day, and legal professionals already have a lot on their plate. By focusing efforts on posting good content on a few outlets, a firm can develop its own individual image and message. Once a lawyer becomes comfortable on one or two platforms, they can open various social media accounts and integrate their message across all of them. In 2015, 96% of lawyers and 90% of law firms maintained a presence on LinkedIn, while 33% of lawyers and 52% of law firms maintained a presence on Facebook. As the most popular social media sites in the legal field, these are the best places to start networking. Legal professionals also use Twitter, Google+, blogs, and several other niche social media platforms.
2. Set a Policy: Reactionary Content
Who is the target audience, and what will solicit a response from them? Because of the conservative nature of law, many attorneys may shy away from controversial topics. However, as long as the information is within the constraints of what an attorney is allowed to say in public, it can be posted on the Internet. The whole point of social media is to provoke a reaction. Effective legal social media means not only engaging with potential clients on industry-specific topics, but also provoking a share, like, +1, or comment. One tactic involves posting about real world events, changes to state or federal law, landmark rulings, or events the firm is hosting. These posts showcase the attorney as an expert who is aware of the most recent changes shaping the dynamic field. Up-to-date content appeals to potential clients who may respond with their own opinions, creating a conversation and potential leads.
3. Build Relationships
To maximize the reach of a firm’s social media message, make sure every attorney is involved. If one partner writes a blog or is featured in a local news story, make sure everyone in the office does what they can to promote the story. Through re-posts and shares, good news stories can reach a much larger audience. Each and every digital connection is a lead. To build professional relationships, use social media platforms at conferences, local business events, or any other professional event the firm is involved in. By connecting with other attendees or organizers, a lawyer can expand their social media outreach even further.
As long as a firm approaches social media as part of a modern marketing campaign, it is easy to develop a successful strategy. Social media is not just for the young: the largest-growing demographic for Facebook is ages 30-50. A creative law firm can connect with social media users of all ages to generate leads and gain new clients.