Noreen Fishman wrote the book.
Law firms are using social media to market themselves. That makes it harder for law firms to stand out. We can help you improve your strategy. You can achieve better results if you apply these learnings to your entire social media marketing strategy.
18 Tactics For Social Media Marketing for Law Firms
1. Practice Social Listening
Social media can be used to have interactive conversations, not just a channel for pushing messages at people. You can use social listening to understand your audience's feelings about your firm. You can join conversations and get insights that will help you to create and promote content. If you engage in conversations, you will be able to connect with your audience, get feedback, and adjust your strategies as needed. You can use social listening tools to keep an eye on interactions on social media.
2. Really Connect with Your Audience Using Personalization
You need to know who you're talking to. Social media users want experiences that are tailored to them and their interests. One way to cultivate that feeling of connection is to personalize your social media interactions and other communications with users as much as possible.
When you reply to a person, do some research on them, and use their name in the comment, or bring up any relevant information you have seen about them.
3. Join in on Communities
Smaller communities are important within large networks. There are many ways to connect with like-minded people and companies in your niche on social media.
If you want to join and participate in communities related to your industry, you need to look for them on the platforms you are active on. It's possible to start your own groups around your firm to build an audience who are interested in your brand.
4. Don’t Use Just Any Hashtags- Use the Right Ones.
The law firm has a social media strategy. Any successful social strategy relies on these little symbols. They help you in many ways on almost every social media platform. It is possible to connect with people who don't follow you directly with the use of hashtags. Some hashtags are better than others. There are a lot of hashtags that aren't worth your time because they're oversaturation, have too small of a following, or aren't niche enough for your practice. If you want to find out which posts are popular with your audience, you need to conduct research on social media groups, your competitors' pages, and your followers.
If you want to use a mix of large following and niche hashtags in your posts, you need to create a comprehensive list of these.
Stay up to date on each platform's convention on social media.
- 3 on LinkedIn/ Facebook
- 2 on Twitter
- As many as you’d like on Instagram (but make sure they’re hidden in the caption or comments so it doesn’t overwhelm your caption)
These best practices will help you make the most of the internet.
- Select the most relevant hashtags for each post, instead of using a fixed set of hashtags for all of your content.
- Select hashtags with different follower counts (not just the most popular ones).
- Don’t use too many hashtags. On LinkedIn, the magic number is 3.
5. Partner with Influencers/ Industry Leaders.
Social media and influencer marketing are powerful together. It is possible to greatly expand your reach and introduce you to new audiences by having credible, well-known, and well-liked experts in your field. A few posts from the right person can have a big impact on your firm's reputation. The trick is to find an influential person in your target market that meshes with your brand. You should use a tool like Influence.co when you first start. This platform can be used to find influential people. Only work with people who can move the needle for your firm when vetting them. If you want to connect with an influential person, you can invite them on your show.
There are not a lot of people in the legal industry who are influential. If you notice someone is on social media, engage with them and discuss how you can work together.
6. Ensure Your Social Media Strategy has a Good Mix of Content Types
There are so many ways to get content on social media. There's a lot to experiment with, from traditional posts to videos, live streams, carousel posts, and stories. Make sure your strategy gives you room to experiment with different types of content. Different types of content are better for different purposes. If you want to know what works best, you need to map out a content strategy where you use each content type a few times.
Features that are specific to the user are favored by most of the social media programs. A basic text post is always appreciated, but you should try to mix it up with different types of posts.
There are some ideas of content types for each platform.
- Facebook: Reels, videos, multiple photo posts, stories
- Instagram: Reels, videos, carousel posts, stories, interactive polls, quizzes
- LinkedIn: document posts, newsletters, videos, multiple photo posts, polls, event posts
- Twitter: videos/ GIFs, polls, threads, retweeted tweets/ quote tweets
7. Track and Measure Your Social Media Performance
If you want to improve your law firm's social strategy, you need to constantly take stock of what's working and what's not. Tracking and measuring your social media performance is important. The built-in analytic feature of each of your social media platforms can be used with a third-party social media analysis tool. Some marketers use tracking links to get more detailed insights into their social media traffic and how much traffic is coming from their initiatives. You can use a code generator to make these.
There is a law firm social media strategy.
8. Establish an Optimized Schedule
An analysis of last month's metrics will be used to plan out content for advanced social media marketers. You can use a calendar to plan out your content. Schedule your posts at the best times. The best times to post on each platform are different.
9. Leverage Social Media Software
It is important to have a tool where you can schedule your posts. A comprehensive tool like HubSpot's Marketing Software will allow you to schedule posts in advance across platforms, look at social media analytics, view recent mentions on social media, and allow for many features that will make life easier.
10. Use Ads As Part of your Social Media Strategy
Advertising is available on most social media platforms. Each platform has its own advantages, so we recommend each one. Social media marketing for law firms can be improved by using ads.
There is a law firm guide to advertising.
11. Optimize Your Bios for Search
It isn't just something that's relevant to a post on the internet. In order to help your page get found on the internet, you can use relevant phrases in your social media bios. If you put the phrase "Rhode Island Personal Injury Lawyer" in your bio, it will show up when users search for that phrase.
12. Run a Following Campaign
In order to increase your following, you can use giveaways or other campaigns. Users need to follow your social media pages and comment on your post in order to enter. You can build up your following organically.
13. Conduct a Social Media Strategy Audit
A social media audit is a great way to make sure your social media strategy is working. You can either have an agency conduct it or follow this guide.
14. Explore New Platforms
One of the most popular new platforms is TikTok. You might think it's pointless to explore these new platforms. Content you make for this app can be used again. TikToks can be used as reels on social media.
15. Use Consistent Branding
The branding on your site will match the look of all your platforms. Carefully organize your images and profile pictures to fit your brand. If you want to make sure that every image, video, and caption fits your brand, you need to create a brand style guide.
16. Leverage Live
It is possible to go live on many platforms. You can use these live videos to host a Q&A, share behind the scenes footage of an event, or any number of other uses.
17. Remain Non-promotional
Isn't the goal of social media marketing for law firms to promote themselves? Users are tired of ads and suffer from digital fatigue. They don't want to be exposed to a lot of promotional material. Content that is educational in nature should be shared. It will still generate brand awareness and generate leads.
18. Step Away From Stock Images
Stock images are great, but they are not everything. There is a difference between a beginner and an advanced user. You can add branded elements to stock images like a logo, border, title, etc., and still use stock images. It's possible to mix it up with unique images created on Canva.
To be intentional with social media marketing for law firms, you need a thorough plan. You need to make sure your plan includes all of the elements. It is possible to achieve your goals using established best practices.