Choosing the Best Social Media Platforms for Your Law Firm

For the purpose of reaching your target audience, social media is among the most effective content marketing methods that your law firm has at its disposal. Facebook, Twitter, LinkedIn, Instagram and various other social media platforms allow your firm to deliver messages to clients and prospects in the form of posts, comments, articles, blogs, videos or other content. However, that doesn’t mean that your firm has to have a presence on every network or share the same content on each network. Social media platforms are like their own community, with each one including its own unique style and set of users. To ensure that your efforts aren’t wasted, here are some tips on choosing the best social media platforms for your law firm.

Know Your Audience

Before your firm can effectively reach members of your target audience through social media, you must first identify who they are and where they spend their time online. Conducting client research and building client personas allows you to specify exactly who your firm is trying to reach. Then, based on the traits and characteristics of your client personas, you can gain a better idea of which social media platforms they are likely to frequent.

A 2019 study by the Pew Research Center outlines the demographics of each social media platform to give you a better understanding of the patterns and trends. Used by nearly 70 percent of adults in the United States, Facebook is the king of social networking but that doesn’t mean it’s the only choice your firm should consider. Instagram attracts those under the age of 50, LinkedIn is used by over half of college graduates and Twitter is more popular than Pinterest among 18-29 year-olds. As you gain more understanding of your audience, you’ll be able to identify which social channels your firm should be active on.

Pay Attention to the Competition

Your target audience isn’t the only group that you need to understand when it comes to choosing the best social media platforms for your firm. You should also be researching and analyzing where your competitors spend their time on social media, particularly those that serve the same market as your firm. Based on the likes, comments, shares and other analytics on posts from your competition, you can see for yourself which posts generated the most engagement and determine if something similar would work for you. Or, just as importantly, you can make note of any posts that missed the mark and shouldn’t be considered.

Learning from the competition is a tried and true method of improvement for teams and organizations of all kinds. Take the Houston Rockets for example. After the backcourt of Stephen Curry and Klay Thompson led the Golden State Warriors to three NBA championships in four seasons, the Rockets formed their own superstar backcourt with James Harden and Russell Westbrook. Seeing what worked for their competition and modeling their own structure after it, the Rockets are now poised to enter the playoffs as a top-five team in the Western Conference and a legitimate title contender.

Build a Consistent Strategy

Venturing into the world of social media marketing without a defined strategy is like going on a road trip with no GPS or map. It’s possible that you’ll end up making your way to your final destination, but it’s also a guarantee that you’ll spend quite a bit of time driving around with no real sense of direction. Creating a strategy establishes your firm’s plans and lays the foundation for success, while also providing insight into which social media platforms would be the most effective for accomplishing your goals.

Depending on the aspirations of your firm, chances are there is at least one social media network that would work for you. With its high number of users, Facebook can be used to share almost any type of content and generate brand awareness, website traffic and valuable leads. However, it also brings more competition so it can be difficult to stand out from the crowd without including a paid media plan. Designed for quick and easy to read updates, Twitter is the place for breaking news or other important announcements, while LinkedIn is an ideal platform for establishing your firm and attorneys as thought leaders in your industry.

Keep in mind that as your firm’s goals change over time, your strategy needs to change along with it. Whether you’re starting from scratch, focusing on increasing followers and brand awareness, or ready to start building deeper connections with your audience to generate leads, a clearly defined strategy will help you identify where and how you can accomplish your social media marketing goals. This is why it’s the first step in our strategic four-step process to help law firms create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. If you’re interested in learning more about how to use and navigate the various social media platforms or our SAME process, let’s connect. We’d love to share more about how we can help your firm attract new clients and grow revenue.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.
 

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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients. 
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • Demonstrate a clear track record of leading brainstorms and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email bethany@ghidotti.com.