In the modern era staying relevant in a field of business has become equivalent to having an active social media presence. Lawyers and law firms that aren’t utilizing social media to their advantage are missing out on potential work. Social media is an excellent platform for lawyers and firms to showcase their abilities and achievements and leverage the same. Here’s a quick Social media guide for Lawyers:
Benefits:
- Create brand awareness:
Promoting your work is highly essential in any field, especially a competitive field like law. Currently, social media platforms have a high population rate, and correct promotional tools will create and lead to an increase in brand awareness.
- Attract Prospective Clients:
Social media is a beneficial tool to attract a large audience segment. The American Bar Association has found 35% of lawyers engaged in social media professionally have gained newer clients. It is also an efficient way to establish law practice and genuinely increase client intake. - Boost community engagement:
Social media is an optimum platform to gain information about the current times and to be updated with the trends in legal communities that enable you to stay on top of your game.
Interacting with other like-minded individuals within the community can benefit in building a network and gaining tips or advice. - Client engagement:
It is the essential reason for promoting on social media. It enables you to understand what your potential clients require and possibly offer them the same. Utilize social media optimally by selecting social listening tools to understand the perspective of a client about an issue or the practice.
- Establish yourself as a thought leader:
One of the significant benefits social marketing provides is showcasing work and expertise. For law practices sharing valuable information from the field can benefit its audience. It can enable law practices to prove their credibility and establish themselves as an expert.
Ways to use it:
- Know the platform and guidelines: Every social media platform has its own set of rules. As a lawyer and law practice it is necessary to know the ethics and regulation before making a post or sharing it. Many states in various countries have prohibited lawyers from describing themselves as an ’expert’ or ‘specialist’.
- Originality: amongst the recommended platforms Instagram is the highly driven platform by visual content. It is necessary to grab the attention of the audience with creative visuals that highlight the information you would like to share.
You can share content like inspirational quotes and basic legal information citizens should know legal tips, or law updates to represent and establish your expertise. - Create Variation: It is not necessary to only develop image posts. With the rise of video content, it is recommended to create a variation within the content with the long and short forms of videos.
Creating informative blogs with information or the latest updates can be another way to add variation. - Social Listening: Utilize this tool to monitor the conversations around you or your firm. It can help understand the audience and take immediate action towards the same. It can also help connect with the audience and weigh in and demonstrate your knowledge.
- Connect with the audience: As mentioned earlier, social media platforms allow engagement with the audience. Utilizing this tool to build connections and respond to queries and comments can add an audience and create prospective clients for you.
Recommended platforms:
Every social media platform exists with its distinguishing benefits. It is highly necessary to select the correct platform that is dependent upon its social media goals. Since every law practice has a different goal a suitable social media platform would also differ
Some of the factors of determination that should be taken into consideration are:
- The target audience
- The location of the practice area
- The type of content you would like to showcase
Here are the distinguishing features every platform has to offer:
- Facebook: Facebook has numerous benefits like its Facebook ads as well as the community feature. It enables you to connect with your real audience within the group, interact with potential clients or even use the built-in live video feature as a mode of communication. Facebook also offers a chat box feature to engage. According to research, 61% of lawyers are active on Facebook
- Instagram: Instagram is a great tool for lawyers to utilize its video and photo-sharing features and attract an audience. It can be used for formal and informal content. It can showcase the firm’s behind-the-scenes and community work or even educate its audience and reach out to potential candidates for opportunities.
- LinkedIn: For lawyers posting valuable content can aid in boosting their reach in a professional network. It provides a great opportunity to connect with current, potential clients and potential referral sources. Promotion of services on LinkedIn can provide the establishment of credibility and a professional persona. It has 87% of active firms making it the most used social media platform by lawyers.
- Twitter: Twitter is an ideal way to share quick thoughts in a concise form. It is an ideal platform for microblogging, holding conversations, and sharing quick updates. It is also a great source to share and reshare content not only for engagement but to promote and throw light upon issues that are important to you and the audience.
Don’t for a lawyer or law practice on Social media:
- Fake persona: It is necessary to convey the lawyer and law practice’s brand message effectively. This can only be achievable through authenticity as being fake with the persona, voice or tone would eventually be inconsistent and appealing. It is best recommended to present an authentic self to build genuine connections.
- Use every social media platform: Every platform has its target audience and hence, it is recommended, to choose a platform with the ideal segment of clients and eventually build a gradual addition of another channel.
- Billboard of promotion: Creating constant promotional content would not lead to a high or satisfactory rate of an engagement or reach leading to the efforts being futile. Social media platform for lawyers is an efficient places to chat and connect with the audience to build a relationship with a potential client.
