Establish your Audience:
The critical part of your strategy is knowing your audience. We’re not talking about the clients that you already serve. This is about the kind of audience who may be a prospect. This is key when it comes to social media advertising. Gather specific details such as age, gender, profession, marital status, interest(s), etc. The name of the game is to narrow the search from “People who need a lawyer” to “People in the NYC Metro Area who have been involved in a traffic accident or may be looking for a personal injury lawyer.” The more details, the more you can target the right audience and start nurturing relationships.
It’s important to not spread yourself too thin. You don’t need to take on 10 platforms when you can tackle 2. The key is to follow the first rule of establishing your audience and asking yourselves where they are likely to engage your brand. For attorneys, the best places are Facebook and LinkedIn. This is because lawyers can establish themselves on LinkedIn as Thought Leaders for a particular concentration in law such as Family Law or Criminal Defense. More specifically, lawyers can blog about key issues facing their practice that they can address without compromising Attorney-Client Privilege. As for Facebook, it’s the largest social network with engagement and the membership size. Facebook is a great way to diversify your content and focus on branding yourself as not only the expert, but a professional who gives back to the community as well.
Set S.M.A.R.T Goals:
For any practice, it’s important to set S.M.A.R.T. Goals to have clear and specific goals in mind as you’re planning your firm’s strategy. For example, are you trying to generate more hits to your website, or increase your following on a specific platform? Do you want more subscriptions to your newsletter or are you trying to generate more inbound telephone consultations? By setting these goals to measure your activity each month, you’ll be able to track what works and what hasn’t worked with generating traffic and brand recognition to your practice.
Create a Social Media Policy:
If more than one person will be interacting with your audience, it’s important to make sure everyone involved knows what’s expected of them. Be clear with who handles what to avoid sending mixed messages to your base. Once you’re inconsistent, your engagement rate with your audience will decline and it takes significant work to get it back. Responses should appear unified and consistent. The personality presented should be that of your law firm, not the individuals posting for your brand.
Measure & Review Results:
Your practice should be watching several factors such as:
Size and growth of your audience on social platforms
Types of content create the most engagement
Visitors referred to your website through social media
Leads generated through social media
Following the checklist above as you plan and revise your law firm social media strategy will help your practice achieve the best ROI possible. Sticking to the checklist will ensure that you remain focused on your business goals and whether or not you are reaching them in a timely fashion. Your team will know if your practice is moving in the right direction or if your practice needs to reconsider your social media strategy and make necessary adjustments.