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.