Tactics and practical approaches to using social media for law firms
: Commwiser
: 30-10-2020
Enough has been said about the indispensability of using social media for campaign creation. But how often do law firms use social media effectively to optimise their reach? We take a step forward in this direction and answer some questions on the tactical use of social media. With a variety of platforms available to us, it becomes imperative to figure out which ones to use and how to use them.
Sites to look at
LinkedIn is arguably the most bankable and professional platform for branding, connecting, and visibility. To connect, try writing to people as often as you can. The audience may follow links posted here all the way to the website and end up booking appointments. However one must be wary of the algorithm which discourages offsite content and rewards onsite content with more visibility. Also, one’s impression count is much better if the audience comments on the post rather than just liking it.
Twitter is another useful platform to rebrand but discretion is recommended as it tends to be an explosive platform. Use it judiciously and skip the controversial issues. You can (and must) put up information relevant for your clients, say, in the form of blogs etc.
YouTube has gained unprecedented impetus during the pandemic. Since the consumption of video content has gone up in recent years, it has proved an excellent platform for increasing visibility of the content manifold.
Facebook is a non-formal and fun platform. For lawyers, it is best suited for the promotion of CSR-related activities. It is perfect for projecting the humane side of the company. Family and divorce lawyers could exploit this feature to connect to potential clients on Facebook.
WordPress, though not a conventional social media platform, holds significance for lawyers. Blogging is intrinsic to amplify your online presence. Lawyers’ blogs should become a go-to source for information for clients and prospective clients. This blog content can then be integrated with other platforms.
Type of content
Be very careful while putting out content. Creating content requires an acute understanding of your audience. A quick Google keyword search will tell you what kind of questions one must address to keep the audience interested in your content. While attending to your clients, do not forget about the needs of potential clients. Thorough research of market trends will give you insights into the type of content expected by the audience. Visuals and charts generally perform better.
If blogging, do not do legal blogs only. Be creative and do personal stories, Q/A interviews, etc. This content will also improve social presence and connections.
Company pages or individual lawyers’ profiles?
While individuals’ profiles are more likely to get more engagement, this can still be a two-way equation. Banking on an individual’s reach, the company can comment, like, and share his/her posts and thereby reach its audience via the individual/s.
On the other hand, company pages can make social media interactions much safer, especially for newer lawyers. Also, it’s only a company’s page that can run events.
To conclude, find out where your clientele is and bank on that. Choose your platform based on the data of the audience and what they want. Also, make sure to have a social media policy for your law firms. A few right steps at the right time go a long way in ensuring the best possible results for you and your firm in the long run.
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Building your Legal services brand
Legal services marketing as a discipline is mostly unheard of, at least in India. As marketers, we did not get the opportunity to learn this in any school. There are no specialized legal/professional services marketing firms that can provide a 360-degree view either.
Those who work in this field must know the business of law, policy environment and deal market in order