How Lawyers Can Create A Social Media Strategy
There is a growing presence of lawyers on social media networks. From Facebook, to Twitter, to LinkedIn, lawyers are making their social presence known.
However, some lawyers do not understand how to use social media to attract clients. To get the most out of your social media marketing campaign, it is best to have a social media strategy. So how do you go about creating a social media strategy for your law practice? Follow these 7 simple steps below.
1. Define Your Social Media Objectives
Before you send countless updates across your social media networks, make sure you have defined social media objectives in place. What exactly should your social media objective include? Your social media objective should include “what you want to accomplish” using social networks. This may consists of increasing traffic to your website, or your overall online visibility.
For the most part, lawyers want to expand their client base. So, one of your objectives would be to send updates geared towards expanding your client base. Those updates may contain links to your website where clients can directly connect with you.
Make sure your social media objectives are in line with your overall marketing plan. Use social media to enhance your online marketing plan to attract more clients.a
2. Know Your Target Audience
Lawyers should define a target audience they seek to connect with via social media. For example, if you represent personal injury claims, your target audience would be people who have suffered an injury (potential clients). How will your find people online who have suffered from an injury? Easy. They will find you. By posting updates geared toward personal injury claims, people experiencing the same issues will start to connect with you. It may take time to attract such clients online. Stay focused on your target audience.
3. Create Targeted Messages Geared Towards Your Audience
Once you identify your audience, gear your message towards them. Your message needs to show your social media objectives. If your objective is to get more clients, your message needs to provide an outlet for you to connect with potential clients online.a
4. Plan Your Content Around Your Audience
When you plan content to share, keep your audience in mind. For example, if you create a blog post on a Chapter 7 bankruptcy matter, make sure you incorporate your clients views into the post. Make sure there is some type of “value” offered in your message. This will keep your audience engaged and likely to read more of your content.
In addition to publishing and promoting your own content, share content published by others.
5. Share Your Content With Your Audience
Find social media platforms to share your content with your audience. Twitter, Facebook, and Google+ are great social media platforms to use to share your content. Also, you need to figure out where your audience is online. Using the personal injury example above, you may find that particular audience on a web forum discussing personal injury issues. You will need to find a way to share your content within this forum. You could start by introducing yourself and providing a link for the audience to gain more information.
6. Socially Engage Your Audience
You need to actively engage with your followers online. Respond to any comments you can. Remember to maintain ethical rules when interacting online. Do not reveal any client confidences.
7. Evaluate Your Performance Using Your Social Media Goals
Create a 90 day plan to measure your social media strategy. This 90 day plan may include some of the following:
1. Number of followers.
2. How many mentions, re-tweets, or comments you received.
3. How many followers became clients.
4. Is there “buzz” around your law practice.
Make sure your 90 day evaluation reflects your social media objectives as well.