“I hate Facebook.” “I don’t understand the point of Facebook.” “Facebook is for photos of babies and grandbabies.” These are a few of the most common excuses we hear from attorneys as to why their law firm doesn’t need to be on Facebook, the world’s largest social network and a search engine unto its own. As it stands, these attorneys are more and more becoming the minority.
According to SocialTimes, almost 2/3 (almost 66%) of the top 50 law firms in the US have Facebook pages (yes, a majority of the most respectable and most successful law firms in the country on Facebook) and they use the platform as a way to engage with current and potential clients. When smartly integrated into your overall legal marketing campaign, Facebook and the other social media platforms are an effective way for lawyers to get in front of your target audience – and stay there.
How Can Facebook Help Increase Business for My Law Firm?
A successful social media marketing strategy for lawyers starts with research, metrics, and creativity and Facebook is no different. To dive in blindly is to find yourself burnt out with wheels spinning and no new business to show for it. Here are a few suggestions for how to strategically approach Facebook…
- Know when your audience is active.
Figuring out when your target audience is spending most of their time on Facebook is a great way to engage with them. Engage with your clients at peak hours.
- Consistency is key
And at the same time, don’t overdo it. There is a happy posting medium. Find it, stick to it, and watch your business pick up.
- Quality over quantity
The content you’re sharing should be relevant and should help position your firm as an authority in its field. What kind of information are your clients and prospective clients looking to you for? Informative blog posts? Updates regarding your inclusion as a Super Lawyer? Sharing content that is of interest to your target demographic and where they can easily access the information will help your firm build its authority, credibility, and reliability.
- Use firm-branded images and graphics.
We live in an image-driven society, and with the amount of content flowing through Facebook on an hourly basis, this is where you need to stand our from the crowd. Include infographics and other firm-branded images to catch your target audience’s attention.
What Not To Do On Facebook
Just as important as “what to do on Facebook to build your law practice” is “what lawyers should NOT be doing on Facebook”. With that in mind, here are a few bad practices that should always be avoided.
- Avoid spammy posts and advertisements.
Do you like to be spammed? Neither does your client / prospective client. Avoid over-posting and content that could be seen as content that your target audience will find to be annoying, irrelevant, or unprofessional.
- Never pay for fake reviews.
A number of marketing companies will tell you they can get you positive reviews on your Facebook page (at a fee, of course). Don’t do it. While this is still a grey area for many State Bars, we encourage our clients to err on the side of [ethical] caution and avoid paying for fake reviews, no matter how glowing they may be.
When Will I See Results?
Give your foray into Facebook a chance. Once you’ve attracted an audience and built a steady following, your business will naturally increase. For guidance on ho w to speed up the process, or to discuss having our experienced social media marketing team manage your law firm’s social media presence, contact the legal marketing professionals at WebPresence, Esq. today.
