Attorneys are increasingly turning to social media as a way to communicate with their prospective clients. But, as an attorney, growing your presence on social media can be tricky, especially if you are just starting your pages. Here are some tips on how you can make minimal changes to your social media platforms, and quickly receive an increased number of followers.
1. Be Consistent in Your Content
Your content is what your law firm will largely be known for on social media. Therefore, you want to maintain a clean and consistent image. Content should always be relevant to the type of legal services you provide. For example, you may feature new blog posts you have written, post relevant articles about cases in your area or briefly comment on largely publicized cases in your field of practice. Law firms may even choose to share news and events pertaining to the firm.
Once you find content that is appropriate for your firm, regularly post similar concepts on a rotating basis. This way, your followers know exactly what to expect on your social media pages, and others will begin to follow your pages as a reference for current events. You should also include a mix of updates on law and local news to keep your feed up-to-date with current information.
2. Schedule your Posts at the Most Optimal Time of Day
Many users of social media are unaware that the time of day you post can actually influence the number of readers you reach. Each social media platform has a different peak time of day, and it can vary slightly by the type of content you are posting, as well as your target audience. For example, the peak time to post on Facebook is believed to be between 2 p.m. and 3 p.m., whereas the best time to post on Twitter is weekdays between 10 a.m. and 3 p.m. LinkedIn is typically most active around noon. By posting during peak times, you will reach the largest audience, and be noticed by more viewers. However, optimal times may vary based on social media platform, target audience and area of practice.
3. Increase Your Interactions with Your Followers
It isn’t just enough to post on your own social media page; it is also important to remember to respond to questions and comments from your followers. By being more conversational with your followers, you will be able to build a friendly image and create relationships with your social media followers. This also includes commenting on posts and pictures your followers may have commented on first, tailoring new posts based on followers’ feedback, etc. This is an opportunity to humanize your firm to your clients. Just be sure that you are not giving legal advice through these conversations, or giving the impression of an attorney-client relationship. In addition, you should not be afraid to leverage your personal connections and use them to your advantage.
However, it is not enough to simply reply to your connections. To be professional, you need to respond to them in a timely manner. This will make the person who is inquiring about your post feel important and feel as if you are going out of your way to respond to them.
4. Share Information and Use Hashtags
Both sharing information and using hashtags can get your profile noticed by more than just your current followers.
Sharing: By sharing or reposting something one of your followers or connections posted, you are making your pages more interactive and accessible while also bringing new, interesting content to your page. Sharing also allows you to keep posts and information current, without having to create the content. Relevant content or information to share may include posts from other law firms, attorneys, or popular news outlets.
Hashtags: Hashtags can benefit you when platform users search a specific word or phrase. If that query is hashtagged in any of your posts, then it becomes visible for the searcher to see, regardless of whether they currently follow your firm. This will bring new eyes to your platform through the connection of having a common topic. Another option is to hashtag words that are the broader topic you are posting about. For example, if a real estate attorney shares a post about the current state of the housing market, they may choose to use the broader hashtag #RealEstate or #RealEstateAttorney. In addition, you should consider using the hashtag for the type of firm you are representing. For example, a criminal attorney might use the hashtag #CriminalAttorney and a personal injury attorney might consider hashtagging #PersonalInjury at the end of their posts.
5. Use Images
It is no secret that the key to views on your posts is directly associated to the use of images. Images catch readers’ attention because they make your posts larger and more visually appealing. According to Facebook, your post is three times more likely to catch attention with an image than if it does not have one. Therefore, your post has a higher likelihood of getting noticed and shared, allowing you to reach an expanded audience.
On firm pages, we recommend you post an image of your firm’s logo with your contact information or an image of the main attorneys working at your firm with the majority of your posts. This way, your images serve as a reminder for your followers to contact your firm, and they know your contact information is always readily available on your social media sites. For best results, contact a graphic designer or marketing firm well established in social media to create professional images for you. These images will give your page a more professional appearance and add a more sophisticated element to your posts.
If you would like more information on growing or managing your law firm’s social media accounts, or to set up a complimentary consultation, please contact us at firstname.lastname@example.org or call us at 866-PR4Lawyers.