Social media has transcended its initial purpose of connecting friends and family. It’s become a powerful platform for businesses, including law firms, to build their brand, connect with a broader audience, and establish thought leadership. In this blog post, we’ll dive into strategies for creating shareable content on various social media platforms to help you build a thriving online audience.
1. Know Your Platforms: Where to Share Your Legal Insights
To master social media, you must first understand the nuances of each platform. Here’s a brief overview of the top platforms for law firms:
- LinkedIn: The professional’s playground, perfect for sharing thought leadership, industry insights, and networking with other legal professionals.
- Facebook: A versatile platform where you can engage with the local community and share legal updates and educational content.
- Twitter: The hub of real-time information sharing. Use it to provide quick legal insights, share news, and connect with a broad audience.
- Instagram: Visual storytelling is the name of the game here. Share images, infographics, and short videos to showcase your firm’s culture and personality.
- TikTok: The youngest platform, TikTok is perfect for creative, bite-sized legal content, especially if you’re aiming to engage a younger demographic.
2. Content that Connects: What to Share on Social Media
Creating shareable content is all about making a meaningful connection with your audience. Here’s how to do it:
- Legal Insights: Share informative posts about recent legal developments, case studies, and simplified explanations of complex legal concepts.
- Behind-the-Scenes: Give a glimpse of your law firm’s daily life. Share photos of your team, office culture, and achievements.
With over 65,000 followers, Greenberg Traurig have a strong LinkedIn presence. They receive high engagement on posts about their team and their achievements, including posts about events and forums they have hosted.
- Client Success Stories: Highlight the positive impact your legal services have had on clients. These stories build trust and credibility.
- Legal Tips and Advice: Provide quick, actionable tips on common legal issues. Show your audience that you’re here to help.
- Engaging Videos: Short and engaging video clips are highly shareable. You can use them to explain legal processes or answer common legal questions.
The 702 Firm have an ‘Everyday Legalese’ TikTok series where their lawyers translate legal jargon and concepts. The light-hearted, comedic approach they take to their social media content has been highly successful, with some videos receiving over a million views.
3. Consistency is Key: Maintain a Posting Schedule
To maintain a strong presence on social media, consistency is crucial. Develop a posting schedule that you can realistically follow. Use social media management tools to plan and automate your posts, ensuring you’re regularly engaging with your audience.
4. Engagement Matters: Interact with Your Followers
Social media is not a one-way street. It’s a platform for conversations. Respond to comments, answer questions, and acknowledge feedback promptly. This interaction builds a stronger bond with your followers and shows that you genuinely care about their concerns.
5. Leverage Hashtags: Boost Discoverability
Using relevant hashtags in your posts can significantly increase your content’s visibility. Research popular legal and industry-specific hashtags and include them in your posts.
6. Measure Success: Analyse and Adapt
Finally, monitor the performance of your posts using the analytics tools provided by each platform. Keep an eye on likes, shares, comments, and overall engagement. Use this data to refine your social media strategy and tailor your content to what your audience responds to best.
Mastering social media for your law firm is not only about sharing legal knowledge; it’s about building a community of engaged followers who trust your expertise and are more likely to turn to you when they need legal assistance. By understanding the unique strengths of each platform, creating shareable content, maintaining consistency, and actively engaging with your audience, you can turn your law firm into a recognised and respected brand in the digital legal landscape.