For many lawyers, it might be hard to see how social media would benefit a law firm, and that’s understandable. A lot of lawyers aren’t using social media to the extent that they could…yet. Social media is one of the most popular forms of communication today and there are many opportunities associated with leveraging social media for you law firm. Lawyers that are on social media report that they interact online for a variety of reasons. 71% say they use it primarily for career development and networking, followed by client development (48%), education and current awareness (45%), and case investigation (24%). After reading this post, you should have a better idea of why lawyers need social media and how to go about it.
How Important Is It Really?
Having a good social media presence is becoming an increasingly important part of running a business. According to a Hootsuite study, 48% of Americans have interacted with companies on at least one social media network, and 41% say it’s important that the businesses they interact with have a strong social media presence. In the law industry, majority of your followers will never be actual clients, but they will be family and friends of potential clients. In fact, research shows that 62% of new clients come from referrals from family and friends. Study after study have shown that social media can increase law firm’s lead generation if done right. In fact. 70% of businesses marketing to consumers on social media have acquired customers through Facebook.
Given that not a lot of lawyers are active on social media, it creates an opportunity for proactive law firms to get ahead of the curve and dominate. In a 2015 ALPMA and LexisNexis survey, 59% of law firms said they wanted to significantly ramp up their online presence by investing in social media and their online presence as a whole. So how can you be a part of the 59%?
- Choose your platform
The most popular social media platforms across industries are Facebook (with 1.09 billion daily active users), Twitter, LinkedIn, Google+, and Instagram, respectively. In the law industry, the most popular platforms are LinkedIn, Facebook, Twitter, Google+, and Instagram, respectively.
- Decide what content to promote
A successful inbound marketing strategy uses social media to drive traffic, generate leads, and build a community. As we discussed earlier, a majority of your followers on social media won’t ever be actual clients, however, they are the people that can refer you to potential clients. The goal of creating and promoting your business on social media is to stay top of mind. Here are some ideas: exclusive offers, updates in your firm or the law industry, current events, encouraging followers to post user-generated content that you can use in other campaigns, create a Facebook group for your most dedicated followers, or really anything that sparks emotional engagement.
- Monitor frequently
One major benefit to social media is the quick response time. You can respond to problems and feedback right away. Studies have shown that customers appreciate companies that are actively responding to feedback and responding to customer complaints.
If you are interested in learning more about how to implement social media and other content marketing techniques into your law firm's marketing strategy, check out our "Why Your Law Firm Needs Inbound Marketing" E-Book. Click below to download your free E-Book!