If you’re a lawyer, and you want to promote your law firm, then one of the best tools for you to use is social media. Although there are some high profile attorneys who enjoy tweeting and Facebook, most lawyers ignored social media until the early part of 2012. In fact, according to Legal Futures, Twitter only became a major referral source for lawyers at around June of 2012, thanks to a 663% upsurge of people who were asking for recommendations on their social networks. A lot of intelligent lawyers these days understand the importance of social media in gaining additional exposure for their respective law firms. This is why, in addition to having a great looking website, you will also need to develop a social media marketing plan for your law firm. This way you will be able to leverage both your site as well as your social network to create a more robust online presence.
Now, if you’re wondering how you should do this then here are 10 steps to develop a social media marketing plan for your law firm.
Step: 1 – Find out What People Are Saying about Your Firm:
One way to do this is by simply doing a Google search for your brand name. Try to prioritize bloggers and websites, but if they’re not available then just about any comment on the internet should do. Carry out a similar search on Twitter, Facebook and any other social media platform that you feel is relevant.
Step: 2 – Learn to Identify Places Where Your Potential Clients Gather:
Many law firms believe that LinkedIn is the best social media platform for attorneys and legal practitioners, but this is not always true. Instead, what you should do is to narrow down your firm’s area of specializations and use them as keywords to search for relevant topics that may involve your law firm on various social media platforms. For example, let’s say that your firm specializes in violent crimes. Instead of waiting for news on LinkedIn, try to go on Facebook or even Twitter and then search for topics where people discuss violent crime cases that involve your law firm.
Step: 3 – Choose the Right Social Media Platform:
Although it’s always a good idea to have a presence in all social media platforms, you should only focus your attention on one or two of them. For many law firms, this usually means Facebook and LinkedIn, but feel free to include any social media site that delivers a lot of traffic to your firm’s web pages.
Step: 4 – Establish Some Long Term Goals for Your Social Media Campaign:
After you’ve figured out your long term strategy, you will next have to think about your goals. In this sense, you will need to have specific, measurable goals to work with in order to put everything into perspective. A few good examples include a better understanding of one’s clients, learning what their legal problems usually are, their backgrounds and what they need in legal counseling. Of course, as your firm’s social media presence grows, you will need to establish larger goals to accommodate a much larger group of fans and followers.
Step: 5 – Create A Content Policy:
A content policy basically means that you have a clear set of rules for what gets posted and what doesn’t get posted. This will allow your firm to avoid offending the very people that it’s trying to attract. It also allows law firms and businesses to distance themselves from any comments made by their employees, contractors or personnel that they may not wholly support.
Step: 6 – Make A Routine:
Responding to comments, removing spam and posting new content are all important components of social networking, and they all need to be done regularly in order to make your social media strategy work. This is why you need to make a routine out of these kinds of tasks.
Step: 7 – Active Participation from Everybody at Your Law Firm:
Social media generally becomes more effective when everyone is pitching in. So try to encourage everybody in your firm to drop a comment, or “like” some posts when they have the time. Not only does this increase overall participation, it also gives your firm’s some much needed content and exposure
Step: 8 – Integrate Your Social Media Strategy with Your Firm’s Special Events:
Social media is a great way to coordinate special events, such as luncheons or courtesy calls. Under such circumstances, you can encourage everyone who is participating in such events to drop a comment or make a post about it. This way, you’ll be able to increase the exposure for such events and as a result attract additional traffic.
Step: 9 – Create a Blog to Support Your Firm’s Social Media Strategy:
Aside from your site and social media accounts, it’s also important to have a blog to do all the things that the other two can’t do. A blog should be less formal than your website, but it should also be more structured than a Facebook page. It should be used to talk about your firm’s less important activities and at the same time offer details about some of the things posted on social media.
Step: 10 – Look for Leads:
Look at all your followers and social media. They are all potential leads or clients. So take care with how you deal with them. If they seem like they’re interested in your services, don’t be afraid to refer them to your site or to your blog. Who knows? They might actually need a lawyer very soon.
Cally Greene is a blogger and works with www.joeygilbertlaw.com as a Team Member. She likes blogging about online strategies that are related to Social Media, Online Marketing, Legal issues and Lawyers Marketing.