Social media usage is up, even among law firms who are understandably conservative marketers. But when it comes to dedicating time away from billable hours, social media content and training ranks a distant second.
Many law practices start a blog and then are inconsistent regarding the update of its content. Facebook profiles are set up and never linked on the firm Website.
As with most professional services firms, smart social media for law practices depends on a “competitive business” approach. Here are some client development goals for law firms:
Be search-friendly. If you have a specialization (by practice area, industry, or geography), many prospective clients are likely to search for help on the Web first. Decide on keywords that represent your firm and incorporate these keywords into your social media content and blog.
Protect your reputation. Every firm needs to know what is being stated publicly about their people, practice and clients. Setting up easy monitoring processes will help you craft quick, effective responses.
Build a referral network. Most firms get new clients through referrals. Social media can help you meet and engage with this audience.
Stay up-to-date. Partners and associates constantly need to stay up to date on key specialty areas and developments in the law. Social Media can help efficiently cull through the information.
Nurture prospects. Social media can help you stay connected to prospects so they think of your firm when they are in need of your services.
— If it’s time your law practice had a distinctive, informative, social and search-friendly online presence, contact me today: ted@ted360.com.