An Attorney’s Guide To Social Media

Over the past years, social media platforms such as Facebook, Twitter, and LinkedIn have become increasing popular, for personal as well as business use. Law firms across the country that have seen the benefits of adopting social media as a component of their marketing strategy. When used intelligently, social media can allow you to do the following:

• establish communication with clients
• network
• keep up to date with industry trends
• show clients you’re an authority in your field

Perhaps most importantly, social media allows you to develop a consistent image amongst all social media platforms, and inform potential clients where your expertise lies. Social media can be the greatest form of advertisement, as people often look to the internet to learn more about a product or service.

Social Media Tips For Law Firms

When dealing with social media for professional use, here are some general tips to keep in mind:

1. Ensure content written about your firm is accurate and consistent amongst all platforms
2. Draw the line between personal and professional. While it is ‘social’ media, don’t forget that you are utilizing it for professional purposes. Keep your personal and professional accounts separate.
3. Develop a plan regarding your online image and reputation. This will enable you to pinpoint a target audience and distribute content according to their interests. Furthermore, this will help you maintain a sense of consistency in your image.
4. Develop a routine regarding updates and distribution; this will prevent you from slacking off and neglecting certain platforms. The most successful social media is that which is updated with regularity.
5. On each social media platform your firm utilizes, include links to all other platforms as well.

LinkedIn

LinkedIn is a platform many lawyers have the most experience with, as it is professionally oriented. LinkedIn allows you to create a company profile for your business, or a personal profile for individual use. As LinkedIn is for professional use, your profile will include basic resume and contact information, as well as links to additional websites or blogs. Through your profile you may establish connections with others based on your professional merits, which can prove useful in building a client base, searching for prospective employees or job opportunities, and establishing business connections that would be unavailable otherwise.

Facebook

Established just ten years ago, Facebook is the largest social networking site, with over one billion users as of 2012. Facebook is a platform on which you may share interesting articles and updates, and build relationships with potential clients. Due to the many users on Facebook, your page has the potential to reach a large audience.

• Let connections know you may be found on Facebook by sending out an email, or sharing a link on your website, for example. When established connections follow you and begin sharing your content, their connections will take notice and your following will grow.
• People are more likely to read posts if they are kept short and sweet. If you include a question in your post, users are more likely to engage.
• Promptly respond to those who comment on posts.
• Remember users go on Facebook because it is a social networking site. While content shared should be related to your line of work, it shouldn’t be limited to mere advertisements of the services you provide. People are more likely to interact with your firm’s business page because of the interesting and useful content you share, rather than specifically because they wish to follow a law firm. If you build a friendly relationship with users, rather than one strictly business-like in nature, potential clients will think of you when they need a service you provide. It is essential to maintain the balance between social and professional.

Twitter

Twitter is a social networking tool that allows you to share concise messages, not meant to exceed 140 characters. Not only is twitter one of the ten most visited websites, but it’s somewhat less fussy than other platforms as it limits the length of messages. It’s advised to update multiple times throughout the day, but there are various apps that let you schedule posts in bulk.

Google+ (Plus)

Google+ is one of the more recently established social media platforms, but it has seen rapid growth in popularity.

• Google+ is integrated with Google Places, making it a great place to find local clients.
• Post regularly and engage with your followers. When sharing an article, include your commentary and even ask questions to encourage communication with followers and potential clients.
• Communities allow you to find people with similar interests, and add them to your circles. Communities allow you to share specific content with people who would have an interest in that content.
• Link your website page, Facebook account, and email signature to your google plus page.