If you are considering a social media plan for your law firm, you may be confused about what to post or why it even matters. However, social media can be particularly effective at driving traffic to your law firm site. Learn how law firm posts on social media can showcase your expertise, authority and trustworthiness to large audiences in order to gain more clients.
Current State of Social Media Marketing for Law Firms
Social media has drastically evolved since its emergence from the mid 2000s. The Pew Research Center began tracking social media use in 2005 and has continued this attention in subsequent years. According to the Pew Research Center, 72% of people in the United States today use social media. While younger adults were some of the first to embrace social media, usage of social media by older adults has increased. Social media use tends to correspond with higher annual households and education levels, with higher incomes and education levels resulting in higher social media use.
About 78% of women use social media, compared to about 66% of men. Facebook and YouTube are the most widely used platforms, followed by Instagram, Pinterest, LinkedIn, Twitter, Snapchat, and TikTok, respectively. Of those who use the platforms, about seven in ten Facebook users use the site daily. Six in ten Instagram and Snapchat users use the site daily.
Why Does Social Media Matter for Law Firms?
Law firms may consider using social media so that they can catch up with other firms and to stand out. According to the American Bar Association, 81% of lawyers say their firms maintain a presence on at least one social media platform. Social media use for law firms breaks down to:
- LinkedIn – 76%
- Facebook – 60%
- Twitter – 37%
- Martindale – 35%
- Avvo – 22%
12% of lawyers in firms with two to nine lawyers report using Instagram while no solo firms report such use. 66% of lawyers report using social media for career development and networking. 51% use it for client development, and 29% say they retained a client from social media use.
Some benefits of social media for your law firm include:
- Your firm can get free exposure for things you already do, such as representing clients or volunteering with a local organization
- You can drive traffic to your website by linking blog posts or other content in your social media posts
- You can network with other professionals in your field and grow with others
- You can establish your brand as a thought leader in the legal community
Where to Focus Law Firm Posts on Social Media
While there is no shortage of social media platforms, your time, money, and energy are limited. Therefore, it is best to direct your efforts to strategies that will drive traffic to your website and help convert leads into clients. Rather than having a profile on every platform and taking a lot of time to manage all of the profiles, it is usually better to limit the number of profiles you have and then use dedicated time to routinely manage those profiles. For example, having an active Facebook or Twitter account may be better for you than having those accounts plus Pinterest and Snapchat accounts that may not yield marketing results.
Top Suggestions for Law Firm Social Media Posts
Here are Law Quill’s suggestions for types of law firm social media posts to publish on your site:
With so many different law firms present, it is helpful to have a way to stand out from the crowd. You can do that with your social media pages. Your social media can be more relaxed than your website. You can show your personality and who you are as a genuine person, thereby appealing to your target audience.
Some examples of posts you can use to tell your story include:
- Your core beliefs as a lawyer
- Why you decided to become a lawyer
- A client’s story that showcases your practice area and services
Your law firm social media channels should showcase what makes your firm unique. Whether that is advancing a family-centered approach or being a die-hard fan of a local team, let your unique personality, values, and interests shine. These things will help others connect with you.
When you post a recent client result, you receive many benefits, including:
- A free press release about an important result
- Showing the community that you can get the types of results that are attractive to them
- Alerting search engines that you are an authority in that area of the law
When posting case results, consider the types of cases your target audience would be interested in.
Community and Firm Events
It is important that you provide local references and show that your firm is interested in local events. You can keep a social calendar of the events your firm is participating in, such as:
- Meetings with local legal groups
- Events you help sponsor
- Charitable organizations for which you serve on the board or volunteer
- Community events where you will be at to promote your business
Get more juice from your blog posts by sharing them on your social media. This tactic can drive more traffic to your website. This is a great way for you to connect interesting and newsworthy content to your firm’s website. This is also a simple way to keep a repository of ideas to post on your social media channels.
Getting a positive client review is like getting a golden sticker in school! You want everyone to see the glowing review. Post good reviews everywhere! On your website, on review sites, on your social media pages, in the sky with a banner! Having positive testimonials signals to potential clients that they can trust you. They also alert search engines of your relevance and authority.
Take this tactic a step further by including testimonials and case reviews in multiple media forms, such as:
- Featuring a video of the satisfied client on your website
- Include a transcript of the video
- Displaying a picture of the satisfied client with their settlement check
- Creating a graphic design that shows the result or a series of results
- Using hashtags to connect with relevant campaigns
Your social media channels are also a good way to keep up with current events. Share relevant local and national news stories that would appeal to your audience. If there is a recent change in the law, a big victory in your legal practice area, recalls of recent products, or information about local events or personalities.
Pictures and Video
Make your social media pages more engaging by including relevant pictures and videos. Search engines recognize multimedia on your pages. Therefore, this tactic can help your sites rank higher while also making you more personable to potential clients.
When your social media pages share useful content, your following will grow. Your pages can also establish you as authority. You can post topics related to your practice area. For example, if you are a personal injury lawyer, you might include posts such as:
- Tips to dealing with insurance companies
- How a lawyer can help if you are hurt in a personal injury accident
- Statistics on car accidents
- Tips on maintaining your vehicle to prevent accidents
People love getting an inside look into how a business works. You can use your social media pages to give them this. Show pictures of your staff for a behind the scenes perspective. Make announcements on your social media channels, such as:
- Employee of the month
- New hires and promotions
- Engagement in recent community events
- Meet the lawyer posts
- Opening a new location
- Recent awards or recognitions that your firm has received
Answers to Frequently Asked Questions
One of the best ways that you can provide useful content to your social media followers is to answer frequently asked questions. This tactic also helps you save time because you can refer potential clients to these posts or give you a quick reference point during a consultation.
Make sure that your answers sound natural. Do not interject legalese. You want to show your potential clients that you understand the legal issue and can break it down to make it easier to understand. Ultimately, you can wind up with a social media channel that shows you are approachable and understand your potential clients. You do not have to include a call to action or make the topic salesy. The goal is to show you as a helpful authority on the subject.
How Much Time Should a Law Firm Spend on Social Media Marketing?
The amount of time a law firm should spend on social media marketing depends on several factors, such as the size of the firm, the resources available, the target audience, and the goals of the marketing strategy.
In general, it’s recommended that law firms spend enough time on social media marketing to create a consistent and engaging presence, but not so much time that it detracts from other important business activities.
A good starting point is to allocate a few hours per week to social media marketing, including time for content creation, posting, and engagement with followers. However, this may vary depending on the specific needs and goals of the firm.
It’s also important to note that social media marketing should be part of a larger marketing strategy that includes other tactics such as search engine optimization, email marketing, and traditional marketing methods. A comprehensive marketing strategy can help maximize the effectiveness of each tactic and achieve the best results for the firm.
Of course, you can also outsource your social media marketing to a digital marketing agency that truly understands the law, like Law Quill! (Shameless plug!)
What Are the Disadvantages When a Law Firm Fails To Utilize Social Media Marketing?
There are several disadvantages that a law firm may face if it fails to utilize social media marketing:
- Missed opportunities: By not utilizing social media marketing, a law firm may miss out on opportunities to connect with potential clients, increase brand awareness, and build relationships with its target audience.
- Reduced visibility: Without a social media presence, a law firm may have less visibility in the digital marketplace, making it more difficult for potential clients to find and engage with the firm online.
- Lack of credibility: A law firm without a social media presence may appear less credible or less established than its competitors that have a strong social media presence. This can make it more difficult to attract new clients and compete in the marketplace.
- Inability to respond quickly: Social media can be a powerful tool for responding quickly to client inquiries and addressing issues in real-time. Without a social media presence, a law firm may miss out on these opportunities to provide timely and effective customer service.
- Failure to adapt to changing trends: Social media is a rapidly evolving platform, and failure to utilize it can result in a law firm falling behind its competitors and failing to adapt to changing marketing trends.
In summary, by failing to utilize social media marketing, a law firm may miss out on opportunities to connect with potential clients, reduce its visibility, appear less credible, miss out on opportunities to respond quickly to client inquiries, and fail to adapt to changing marketing trends.
Can a Law Firm Be Successful Without Social Media Marketing?
Yes, a law firm can still be successful without social media marketing. Social media marketing is just one component of a larger marketing strategy, and there are many other tactics that can be effective in promoting a law firm’s services and building its brand.
For example, a law firm can still achieve success through targeted digital marketing methods such as search engine optimization (SEO) and email marketing.
The key to success is to have a comprehensive digital marketing strategy that is tailored to the law firm’s specific needs and goals, and that utilizes a mix of tactics to reach its target audience effectively.
However, it’s worth noting that social media can be a powerful tool for promoting a law firm’s services, building its brand, and connecting with potential clients. By not utilizing social media, a law firm may miss out on opportunities to reach its target audience and build relationships with its clients. So while a law firm can still be successful without social media marketing, it may be more challenging to achieve the same level of success as a firm that effectively utilizes social media as part of its overall marketing strategy.
When Should a Law Firm Outsource Social Media to a Digital Marketing Agency?
A law firm should consider outsourcing social media to a digital marketing agency in the following circumstances:
- Lack of expertise: If the law firm doesn’t have the expertise or resources to manage social media effectively, outsourcing to a digital marketing agency can be a cost-effective solution. A digital marketing agency has the necessary skills and knowledge to create a strong social media presence and develop effective strategies to engage with the target audience.
- Limited resources: If the law firm has limited resources and cannot allocate the necessary time and effort to social media marketing, outsourcing to a digital marketing agency can be a way to ensure a consistent and effective social media presence without diverting internal resources from other important business activities.
- Inconsistency: If the law firm’s social media presence is inconsistent or ineffective, outsourcing to a digital marketing agency can be a way to create a more cohesive and engaging social media strategy that aligns with the firm’s overall marketing goals.
- Scalability: If the law firm’s social media needs are growing, outsourcing to a digital marketing agency can be a way to scale the social media strategy and ensure that it remains effective as the firm grows.
- Cost-effectiveness: In some cases, outsourcing social media to a digital marketing agency can be more cost-effective than hiring an internal social media specialist or marketing team.
In summary, a law firm should consider outsourcing social media to a digital marketing agency if it lacks the expertise or resources to manage social media effectively, if its social media presence is inconsistent or ineffective, if its social media needs are growing, or if outsourcing is more cost-effective than hiring internally.
Law Quill Can Create a Strategy for Your Law Firm Posts on Social Media
You do not have to work on your social media strategy alone. Law Quill can review your website and social media channels and give you tailored recommendations about what law firm posts on social media are geared to drive the most traffic to your website. To get started on a customized social media plan, schedule a phone or Zoom call or email us at firstname.lastname@example.org.