Having a social media presence is a great way to promote your business and to position yourself as an expert resource – but there are a few things that you need to keep in mind when considering usage of social media for law firms.
- Post regularly. When it comes to social media for law firms – or any business, really – consistency is key to building and maintaining an audience. One interesting post or comment is a great start, but if it but if users can’t count on you for frequent updates because you rarely post, it can dissuade them from following you, as you are a novelty resource.
- Get involved in the discussion. LinkedIn is a great professional network that has a large community through the groups feature. Since it is a more professionally geared social network, when it comes to lawyer social media, people are constantly debating the latest in regulation change implications and legal questions – both great opportunities for you to make your entry. Offer helpful tips and advice as a way to showcase your knowledge and position yourself as an expert. Being involved will help you to extend your reach, grow your network, and build potential clientele.
- Be personable, but professional. Lawyer social media efforts all too often fall in the way of all business, no play. Remember that social media is something in which people participate in their extra time. That being said, your content needs to be interesting. Make a point to relax your tone a bit and be friendly and approachable – but of course, in a professional manner. There are plenty of words to express contentment without the use of excessive smiley faces and exclamation points.
- Include links to relevant information that you or your law firm have created and published; it’s free publicity that can run traffic back to your website while also providing value to a related discussion or topic.
- Be long-winded. Answer questions and provide feedback, but do so as concisely as possible. Remember, people are just as busy and on-the-go as you. They are voluntarily taking in your content on their “free” time, so being concise and direct is a great way to gain and keep attention – and place yourself as a future resource with whom they would like to speak.
- Monopolize the discussion. You want to be a resource, but if you respond twice to every comment or over-argue, you are more likely to become annoying than helpful.
- Make it all about sales. Sell by proving your value with sage advice; not through blatant sales pitches.