Social media is a proven way for attorneys to get more clients. According to the American Bar Association, 35 percent of attorneys and firms who use social media have attracted new clients as a result.
Still, social platforms are underused resources for attorneys, especially those who work in small to mid-sized firms. These businesses often don’t have a specialist in social media management for law firms, so they rely on staffers whose expertise is in law or other aspects of marketing. Without an in-depth knowledge of the topic, firms abandon social media as something that’s too time-consuming or complex.
Social media is neither of those things. In this blog, you’ll learn how to use social media to present your firm as a knowledgeable and valuable resource to potential clients.
Let’s start with how to build your first connections.
#1: Interact With Related Content
Today’s social media algorithms, including Facebook’s, prioritize posts that inspire “conversations and meaningful interactions.” Your content will rank higher if it gets a lot of comments and shares, and the best way to get those is to be active on other people’s posts.
Don’t wait for people to follow you. As soon as you have an account, get out there and follow:
- Colleagues in related practice areas
- Your local and state bar associations
- Attorney networking groups like Martindale-Avvo
- Consumer information networks such as Avvo, Lawyers.com, and Nolo.
As part of your social media routine, check in with these pages. Try to like, comment on, or share two to three posts every time you log on.
Also, make sure that you engage with comments and likes on your own page. Answer questions and participate in discussions that your followers start. If someone posts a thank-you for something you shared, like that comment. It takes little to no time, and it builds connections.
#2: Share Helpful Images
One of the easiest ways to add imagery to social media marketing for lawyers is with original graphics. Consider an example from the Twitter account of international law firm Allen & Overy.
The firm uses a graphic that provides a helpful callout quote from the linked article. It also adds a photo of the quoted attorney as a personal touch.
Another effective strategy is to create and share infographics, which let you share valuable and informative statistics in an easy-to-digest format. According to Search Engine Watch, infographics get read 30 times more often than text. Infographics are also highly shareable, which means they’re effective at building engagement.
Plus, once you have your infographic, you can post it on your website and get traffic through backlinks from social media sites.
#3: Create Helpful Videos
These days, the only thing more engaging than images are videos. Two-thirds of consumers consider video to be the clearest and most trustworthy type of content on social media, which may be why it gets 49 percent more interactions than images on Instagram and five times more engagement than text on LinkedIn.
Explainer videos are particularly popular. Half of all social media users prefer to learn how to do something by watching a video about it, and 97 percent of marketers report that explainer videos help people understand their product or service.
If you’re able to create clear and accessible videos about legal issues, which many people find difficult to understand, you can build value and authority with a wide audience. Just remember to avoid the jargon and explain things to non-lawyers who will watch. Consider having someone outside the profession review your videos for clarity.
#4: Humanize Your Practice
The public doesn’t always think of law firms as approachable and personable, even when the firm is small. Social media is a great way to pull back the curtain and show people what you do, while also demonstrating your knowledge and expertise. For example:
- Share fun facts about your firm’s history
- Celebrate attorney accomplishments, like awards and high ratings
- Interview partners and associates
- Share news from charitable organizations you support or sponsor
You can share these posts on any social media platform you use, including LinkedIn, Instagram, Facebook, and Twitter. Don’t feel like you have to be active everywhere, especially not at first—it’s better to be consistent in a few places than sporadic across many platforms.
Getting Started Strong
By applying these social media marketing tactics, you can start building a social media presence that enhances your relationship with existing clients and attracts new contacts who don’t know about you yet.
Don’t hesitate to ask for support in getting started. Martindale-Avvo focuses exclusively on connecting attorneys with clients. Contact Martindale-Avvo if you need help developing a social media strategy that works for your practice.