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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We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


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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 a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • 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. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.

 

Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.

Responsibilities:

  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

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?

To apply, please submit the following via email to careers@ghidotti.com

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position