If you're going to use social media as a way to market your law firm, it's important to have a social media strategy in place.
Just like a marketing strategy to bring in new clients, your social media strategy should help you meet your business needs. There are many ways to incorporate social media into your practice, so it's helpful to have a separate strategy to clarify your goals.
Setting up your social media accounts is just the beginning. Here are five steps toward launching an effective social media business strategy for your law firm:
Decide what you want. For most solos and small firms, the goal is just to bring in new clients. But your goals may also include expanding your client base in a certain practice area, targeting an underserved market, or branching out into new geographic areas. You won't know if you've succeeded unless you know what you're aiming for.
Choose your audience. Once you know what you're hoping to get from social media, consider what kind of audience will help you reach those goals. This typically means either prospective clients with certain needs, or people who live in a certain region. Once you've selected your target demographic, you can then decide on how best to reach this group.
Create targeted messages. You know your audience, so make sure you target your messages to them. For example, if you think potential clients would want to know more about particular laws or defenses, you may want to link them to useful legal information or blog posts on your website. Whatever you choose to do, make sure you keep your audience in mind when creating targeted messages.
Share on social media. Publicize what you're doing on various social media platforms. Tweet it out, post it on Facebook, and publicize it on your firm's LinkedIn page. Sharing the information on multiple platforms means you can reach more potential clients. (This is where FindLaw's Social Media Solutions comes in handy, by offering a way to manage all your social media accounts from one simple-to-use platform.)
Interact. It may take a few months to build the audience you're hoping for, but once you have them, take some time to interact with your followers. Encourage comments and respond when you get direct messages, as long as you stay within ethical guidelines of course. Making a personal connection online can be just as powerful as meeting a potential client in person.