As more brands integrate social media into their overall marketing campaigns, you probably have thought that your law firm should do the same. Perhaps your competitors post regularly, or you’ve received proposals from marketing companies promising X number of posts per month.
Regular posting is still a factor in gaining traction on social media, but it’s not the most important. Almost every social media platform has adjusted their algorithms to not just show the most recent content, but the most relevant content to a user—i.e. the content they’re most likely to engage with.
So what does this mean?
We can’t “do social media” for you.
I know that sounds crazy, as you are here to learn about the services we provide but hear us out.
We take a very different approach to social media than other agencies.
We talk with a lot of attorneys who ask us if we will “do” their social media. And what they usually mean is will we post a bunch of content from their blog onto their different accounts so they appear “active” and “engaged”.
So why don’t we do this? Simply put, it’s a waste of our time and your money.
Facebook, or any social media, is about interacting with a community, sharing information, and building relationships. Social media is personal.
Ask yourself, how many brands (ranging from large brands like Nike to small locally owned businesses) do you interact with on Facebook on a daily / weekly basis? Facebook is not a platform built for business interaction. Facebook has reduced the organic visibility of your law firm’s business page to virtually 0.
Think about what you are competing with on Facebook. Pictures of puppies, babies, family vacations, and funny memes.
Do you really think your blog about employee rights is going to get any traction? Is that what people come to Facebook to read?
For this reason, we firmly believe that if you want to “do social media” then it has to come from YOU.
It has to be YOU, the attorney, not the law firm brand who builds a social media presence. YOU need to connect with people, build relationships, and provide value.
This is not easy and is extremely time-consuming, but the benefits are outstanding.
That’s why social media done the right way isn’t for everyone. It’s a lot of work!
So what can you do?
Our team of marketing strategists can help you build a personal brand on the social media platform most relevant to your potential clients. We can help you come up with goals, content ideas, and effectively measure and report on the successes.
If you are really committed to kicking your social media into high gear, give us a call. Tell us about your goals and let us provide you with a roadmap and guidance along the way.
What about paid ads?
We believe Facebook ads are great for building an audience, expanding your reach, and providing top of mind awareness. Certain practice areas can see a higher conversion rate than others, like mass tort, estate planning, or elder law. Criminal law, some personal injury matters, or divorce can be extremely difficult to advertise successfully.
Facebook ads are like an ad in a magazine. You don’t read a magazine to look at the ads, you buy it to read articles, stories, and are often interrupted with ads, most of which probably are not relevant at the time, or may never be relevant.
If you are interested in using Facebook ads to expand your reach or to gain some new clients, give us a call. We would love to speak with you and learn more.