Even among Law firms who are understandably conservative marketers, social media usage is up — with 85% of law firms rating social media as an important growth tactic. But when it comes to dedicating time away from billable hours, social media content and training ranked at the bottom of the list.
You can seem this ambivalence in firm social media activity. Many law practices start a blog, and then rarely or inconsistently update the content. Linked in profiles are set up – and then never linked to Partner bios on the website. Little wonder that social media is practical viewed as not worth the effort.
Smart social media for law firms (and the lessons here apply to most professional services firms) depends on a top down approach. Below are some common business development goals for law firms. Under each goal, specific social media tactics are listed that will help get your there (with a little consistency and regularity):
Get Found. Do you have a specialization, by practice area, industry, or geography? If so, 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 these easy monitoring tools will help you craft quick, effective responses:
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:
Build a Referral Network. 90+% of firms get new clients through referrals. Social Media can help you more efficiently meet and engage with this network:
Nurture Prospects. Social media (linked with email marketing outreach) can help you stay connected to prospects so they think of your firm when they are in need of your services:
Leverage LinkedIn. 87% of law firms have LinkedIn accounts but the following tips can help leverage this tool to more efficiently connect with your network: