Over the past few years, social media has done a great job as a marketing channel for most businesses. Wendy’s, Oreo, Airbnb, McDonald’s, Gucci, Netflix are just a few names from the list of brands getting exceptional results from their social media marketing.
There was a time when it seemed certain industries like the legal industry were ignoring social media. But things have changed. Today, 81% of law firms and individual lawyers have some sort of presence on social media.
Legal businesses use social media to engage with their clients more emotionally and personally. If you also work in the same industry and planning to create your social media marketing, below is a detailed analysis of everything you need to understand.
Social Media’s Advantages For Law Firms
Top law firms use social media to engage with their customers and prospects, usually through their pages, accounts and influencers.
Let’s look at the advantages of social media for law firms before we get into the concepts and best practices.
Here are some examples of how social media benefit your law firm:
Enhances Brand Recognition
People are constantly spending more time on social media. According to the Sprout Social 2021 Index, the social media usage of generation Z and generation X rose 78% and 75%, respectively, as compared to the previous year. Therefore, having a strong social media presence can assist you in reaching your potential client and raising brand awareness.
Connects You to Your Intended Audience
Consumers not only use social sites to connect with friends but also to consume content and interact with brands. As a result, it’s an excellent method for connecting and engaging with your target audience and converting them into leads. You may use social media to provide people with fascinating and educational content and answer their questions and solve their problems.
Increases Your Clientele
Social media is very effective in attracting new clients. According to the American Bar Association, more than 34% of lawyers who use social media professionally, gained more new customers than their counterparts. Furthermore, according to the Attorney at Work survey, 71% of attorneys were able to obtain new clients using social media.
Boost Your Reputation
The opportunity to display your knowledge is one of the reasons social media has been so successful in getting new clients to law firms. You can utilize it to offer critical information that boosts your reputation and acquire the confidence of your intended audience.
Helps in Ranking Your Website
Although social signals aren’t a direct ranking factor, there is a correlation between greater social signals and higher search engine rankings. Moreover, as Google has to include dynamic information like social feeds into search results, having a strong social presence may help you acquire more search results on your firm’s name. A well-developed social presence also contributes to increased online visibility and traffic.
Legal Social Media – What Platform Should You Use?
Depending on your practice area, target audience, and the type of information you desire to give, some networks may be more appropriate for your law firm than others.
For example, professionals rarely share the same information on Facebook and LinkedIn since their target audiences are different.
With several social networking sites to choose from, it’s good to brush up on the fundamentals and stay current on what’s new with each before committing time to your social media marketing.
Let’s do that right away.
Facebook For Law Firms
In 2021, Facebook had 2.7 billion active users, making it the most popular social media network. When it comes to organic or unpaid social media promotion for law firms, Facebook is a fantastic tool for people of all ages and genders. It also has the highest number of account access and usage among social networking sites.
Stats to Note
- Males account for 56.81 percent of all users, with females outnumbering males only among those aged 55 and up.
- Given the conventional belief that women make up the majority of Facebook users, this is fascinating information.
- However, males between the ages of 25 and 34 make up roughly 18% of active Facebook users.
Statistics such as these can help you. For example, you can create your Facebook content on laws that relate to the male population above 34 years of age.
If you want to get a decent return on your social media ad expenditure, Facebook is the most effective social media channel.
You can generate traffic to your profile and website using a brilliant combination of informative content and attention-grabbing headings.
All in all, Facebook has a vast user base and could be an especially successful promotional channel for the legal services you provide.
Instagram For Law Firms
Instagram is a visual narrative social media platform. It has numerous video sharing options such as Instagram TV, Live Feeds, and, most recently, Reels.
Women between 18 and 24 make up the largest group of Instagram users. So you can create your content accordingly.
Expert Advice: On Instagram, Law firms produce and publish video content on a regular basis and that appeals to their target market (rather than just legal expertise) have a better chance of establishing a relationship with their audience.
Twitter For Law Firms
Because Twitter has about 330 million active users, most firms use it as part of their social media strategy. Attorneys and other professionals in the legal industry should follow each other on Twitter as it is the home of fast tips or updates.
Managing a Twitter account takes less time and effort since there’s no need to compose long-form content. Furthermore, Twitter hashtags make it simple for businesses to share their thoughts on important and hot issues, increasing their visibility.
Some businesses create their own Twitter hashtags to keep track of updates from clients and colleagues who include the hashtag in their tweets. As a result, you create interactions and a buzz in the digital world.
LinkedIn For Law Firms
LinkedIn’s average user is between the ages of 25 and 34. Despite its aid in hiring and building business connections, LinkedIn is essentially a social networking platform. Law firms, particularly those that serve the Business to Consumer (B2C) market, frequently miss it.
The idea that LinkedIn isn’t in their target market obstructs law professionals from including the platform in social media marketing. However, LinkedIn has a lot of prospects for legal firms. You can pitch businesses and brands with their legal requirements. Moreover, you can create a giant professional network.
Tips For Creating Your Social Media Content
Make Content That is Relevant To Your Target Audience.
With a well-defined audience in mind and attainable goals in mind, produce and distribute content relevant to your aims and gives genuine value. It should be informative or assist the audience in solving a problem. For example, you might provide content about legal principles and examples, as well as a trial or legal news.
Customize Your Content to Issues Of Your Target Audience.
According to conventional knowledge, you should provide 30% of your original work and 70% material from outside sources.
The goal is to demonstrate that you are informed and up to date in your field without letting your account appear to be a never-ending self-promotional campaign.
Make Use of Social Media Trends
Lawyers don’t go into law schools to learn how to run or sell businesses; they go there to practice law. However, being a lawyer means more than just practicing law. It also entails running a business. To attract new clients and keep the firm healthy and profitable, law firms that want to stay in business must invest in social media marketing trends.
According to recent research, 57% of clients seek legal services online. Yet, just 46% of law firms invest in social media marketing.
The worldwide legal services sector is expected to exceed $900 billion by 2025, ripe for disruption and innovation. To be a part of this exciting commercial growth, law firms must stay current on legal changes and invest in marketing.
Maintaining a consistent presence on the relevant social media platform is extremely advantageous in raising brand awareness and attracting people to your website who would not otherwise contact you or your organization. After all, that is your ultimate goal. We are aware that legal services are in high demand.
At the same time, many law firms are planning to leverage the power of social media for their marketing which means your competition is about to increase.
To stay ahead of others, use video format as often as possible and provide easy-to-understand and relevant content. Quality should always take precedence over quantity when it comes to social media content creation for law firms. Take the time to analyze trends and social media data to optimize your marketing plan, no matter how busy you are.