Many law firms that were once reluctant to hop aboard the social media train have finally done so. We see firms on Facebook, LinkedIn and Twitter. It’s great to see firms flexing their marketing muscles on social media, but sometimes developing content can be a strain.
A key to marketing on social media is developing a content strategy. It’s imperative that you define your objectives. Develop a plan that outlines what you want to achieve through each social media channel.
Here are some stats to consider when creating content for social media:
Facebook: There is no denying that Facebook has taken on a life of its own. There was once a time when Facebook was regarded as simply a social site, but businesses can no longer ignore the need for a presence on this social media channel. Facebook boasts nearly 1.4 billion users and 4.5 billion likes are generated daily!
In setting your firm’s Facebook objectives think about ways you can raise your brand awareness through Facebook. Facebook allows you to tell your firm’s story through videos, photos and you can even link to your firm’s website.
Facebook also allows you to post targeted ads. You can create content that will attract your ideal client.
Here’s an example of a potential Facebook objective for your firm:
- Highlight Firm community involvement—You can accomplish this by posting photos of community service projects and any pro bono efforts you’re involved in.
LinkedIn: LinkedIn was started in 2002 and has 347 million registered users. LinkedIn is a professional networking site that has over 39 million student and recent graduate users.
Your firm’s LinkedIn page should focus on sharing content that will allow potential clients and employees to learn more about your firm.
Here’s an example of a potential LinkedIn objective for your firm:
- Recruit new talent—LinkedIn gives you an opportunity to share your firm’s culture. Potential employees will be able to see a snapshot of your firm’s core values, successes and over all brand story. Post company news, attorney articles and blog posts and career opportunities.
Twitter: Twitter has approximately 284 million active users. Twitter is a great brand facilitator. The great thing about Twitter is it gives you real time information and allows you to interact with potential clients, employees and other professionals.
Here’s an example of a potential Twitter objective:
- Establish your attorneys as thought leaders—Attorneys can use Twitter as a platform to share information that is relevant to their area of expertise. In addition, Twitter can be used to share information from your website such as articles and blog posts written by your attorneys.
Social Media can be a great asset to your firm’s marketing plan. The key in integrating social media into your marketing lies in creating valuable content for the proper channel. Create content with a specific purpose and plan in mind. Grabbing control of your content could lead to grabbing a few new clients.
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Monisha Yowell is the Marketing Coordinator for Lawyers Mutual. Monisha connects Lawyers Mutual with our insureds and the legal community through the use of social media. You can reach Monisha at 800.662.8843 or firstname.lastname@example.org.