In today’s largely online world, businesses of all kinds must have an active online presence. For years, this simply meant having a strong, user-friendly website that provided accurate and easily accessible information to your clients. When it comes to businesses with a central focus on maintaining professionalism, such as law firms and the like, the majority of the online focus stays on the website.
While up-to-date websites are certainly still important, in recent years, it has become abundantly clear that social media may stand to have an even larger impact. In fact, social media plays an essential role for all businesses seeking to grow their client base and create trusting, lasting relationships with those they serve. For law practices especially, extending the reach of your client base as well as creating an approachable, human image for your legal team results in a more thriving firm.
Prevent These Social Media Mistakes
The best social media strategies provide a much-needed boost to your marketing team. You can get the word out about your firm’s mission, its core practices, and the attorneys available for hire. Unfortunately, although social media is an incredible free tool, many law firms fail to use the sites correctly. When you make critical social media mistakes, at the very least, you risk hindering your marketing results. Worse, you could even tarnish your reputation.
Be sure to avoid these common law firm social media mistakes:
One of the most common mistakes law firms make when jumping into social media marketing is failing to research what your client base and audience will look like. These demographics are important because you want to be sure that the information you are sharing is aimed at the right people. For example, if you are advertising divorce or annulment representation, be sure that the content you post online is aimed toward middle-aged people old enough to have married and considered divorce. Conversely, if you’re aiming to market your DUI defense services, it may make sense to tailor your information to fit younger individuals involved in their first DUI case.
While it’s true that audience matters for design and message, remember that audience also matters when it comes to which platforms you use. Sites like LinkedIn and Facebook generally appeal to people over 30, whereas Instagram and Twitter are more likely to catch the attention of those in their 20s. Depending on your target audience, the manner and place in which you post may vary.
Fast-access bloggers and social media enthusiasts may tell you to be sure to post every day to gain traction on your social media sites. This can be flawed advice, especially for a law firm. In fact, the most important aspect of posting on social media for a law firm is to be sure that you share curated, high-quality information.
For this reason, it’s critical to make sure your content will grab clients’ attention and give them the information they seek. Whether you’re sharing expanded information about your services or introducing your staff, the content of your posts should give plenty of clear, concise information. Additionally, the voice of your post should be in line with that on your website as well as with your firm’s values. Taking extra time to hone these aspects before you post leads to a stronger internet presence. Post quantity is secondary.
Social media is not a set it and forget it solution for law firms. While your posts and content certainly matter, potential clients are also looking for engagement from you. In a digital environment where many people feel that their contact forms or email requests get lost in the shuffle, neglecting to take the opportunity to interact positively can cause your firm to appear uncaring or unengaged.
Answering questions, responding to comments, and addressing public criticism gives you the chance to convey approachability and helpfulness. However, be sure to do so in a way that is professional and in line with your firm’s values. This means responding kindly and in conversational language while identifying and ignoring any purposely inflammatory comments.
As mentioned, the audience and general strategy involved are different for each platform. For that reason, it’s easy for your message to feel muddled or confusing when it’s displayed on a variety of platforms. Choose one or two media outlets that align with your vision and objective. Then, stick to managing those rather than creating accounts on every site.
Examine who you want to interact with and which client base you want to attract, then pick two media platforms that facilitate your needs. If you’re discussing issues that tend to affect middle-aged individuals, try sites like Facebook and LinkedIn. If you’re discussing the legal issues experienced by younger individuals, it’s best to focus on Instagram and Twitter. One caveat — while sites such as TikTok and Snapchat are incredibly popular with younger generations, they are probably not the most effective or appropriate way to connect with younger client bases.
5. Sacrificing Your Brand
Lack of cohesion between your social media and your website or brand identity often gives the impression of inauthenticity. If you find your firm’s overall brand needs a refresh, address your website before your online social media platforms. If you want to keep your firm’s brand as-is, find creative ways to fit your brand into your posts and content.
Don’t change your brand simply to fit in with social media trends. It will do nothing for your law firm to pretend to be something you’re not just to attract more followers on social media. In fact, you may wind up appearing to abandon the clients you have now. An experienced marketing manager or brand manager will be able to help you preserve cohesion while still making sure your social media content is appealing to your target audience.
Consider Social Media Marketing Services
Delving into the world of social media can be intimidating, even for established law firms. There is a lot to consider and many mistakes to be made online. To save yourself time, brand damage, and stress, it’s best to hire a social media marketing service to handle your social media platforms for you. These professionals will ensure that you avoid mistakes like those listed above. Better yet, social media management can ensure that your social media works to grow your firm. The professionals at RizeUp are skilled at helping law firms hone their online presence. Contact us today to get started.
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