Your law firm may already be active on social media. But you may be overlooking a fundamental principle for successfully marketing your business brand.
Every social media platform is unique in relation to their features, the needs of its users, and their ideal forms of content.
Understanding these differences lets you tailor your law firm’s brand message to each platform for a more successful social media marketing campaign.
Getting Social on Multiple Platforms
It’s essential that you become familiar with the social media platforms that are being used by your current and future clients.
As a result, your social media strategy will consist of multiple sub-strategies related to each platform.
This is a critical factor that many law firms overlook when planning their online marketing strategies.
The following describes the three most important social media platforms that can benefit your law firm:
Twitter lets users publish updates that are 140 characters or less. Although this might seem limited, the use of links allows users to share a wide range of content with their followers.
Twitter is a headline-driven platform that forces you to say more with less. Your Twitter activity should appeal to users who are quickly scanning through the tweets of the people and businesses they follow.
It’s ideal for sharing the latest updates related to your services or industry. It’s also a “real-time” platform, which means that your Twitter strategy requires consistent and ongoing updates.
The use of hashtags helps your content get noticed by users who are following a particular topic.
Facebook is best suited for longer and more specific forms of content. The majority of Facebook users prefer content that entertains or informs them on issues that are relevant to their needs.
Your Facebook activity should focus on building a consistent engagement with your followers.
Think of Facebook as a conversation that develops over time. This requires you to have a better understanding of the individuals who follow your law firm’s business page.
Facebook is more visually driven when compared to Twitter. Including eye-catching and compelling images that speak to your content is a great way to achieve a higher response rate on Facebook.
LinkedIn is more professional in nature when compared to Facebook and Twitter. Considered to be an “online job board” by many, LinkedIn is, in fact, much more than meets the eye.
LinkedIn allows you to share information related to your law practice, experience, education, and recognition. This helps your law firm establish the credibility that helps you attract clients and position yourself ahead of your competitors.
LinkedIn also offers a robust publishing feature that lets you publish fresh new content in the same way that you would with a blog. This is an invaluable tool that many law firms overlook, and it’s an effective way to demonstrate your expertise in your field.
Content published in your LinkedIn updates or articles should be specific to topics related to your services.
LinkedIn also has groups that you can join to connect with other people around a given topic. In addition, your law firm can create its own group to attract other LinkedIn users.
This is a great way to position you as an industry leader while generating more awareness around your law practice.
These represent the most important platforms for your law firm to focus on as you begin your social media marketing campaign (or improve your existing one).
Understanding the unique aspects of each platform makes it easy to tailor your message to the needs of their users and the features they offer.
If you’re struggling to gain traction in your social media marketing, let us know in the comments section below. We’ll help you identify the most important ways to achieve measurable results from your social media activity.
You’ll connect with your current and future clients, create more visibility for your practice, and offer greater value beyond the legal services you already provide.