Social media refresher for law firms: 5 things to know

As we bid farewell to our summer interns, we’re publishing a series of posts they wrote based on interviews with Infinite Global staff.

Whether people use social media to learn basic concepts, catch up on news, or to gain exposure, more and more are engaging with these platforms daily. In today’s media-driven society, law firms should consider how they can use social media to create lasting connections and ultimately drive their business.

During the summer months there is more time to revisit strategy. Here are five things legal professionals can consider:

1. Law firms need a social media strategy 

The key to creating a successful social media page is to be aware of the law firm’s audience and be able to reach it. Just like every law firm, every social media platform is different.

Figure out which platform or platforms would do the best job connecting the firm to its target audience; for example, LinkedIn and Twitter may be prioritized for engaging with prospective clients, while YouTube and Facebook can be used to engage with law school students.

Once a system is setup, a point person, or a team of people who work for the firm, should be selected to monitor and oversee updating the sites. Implement different strategies for reaching each segment of the law firm’s audience to allow its lawyers to engage with clients, prospective clients and potential hires more efficiently.

2. The key to a law firm’s social media success is organization 

To have a successful social media presence, law firms should have a fine-tuned schedule in place for keeping track of their content. Adhere to the schedule, to ensure there is always a steady stream of content. Social media management tools like HubSpot, Hootsuite, and Sprout Social are useful for keeping track of postings.

Shannon Dempsey, senior account executive at Infinite Global, emphasizes that in addition to updating social media sites daily, law firms should periodically “clean” their pages. This process should include adding new followers, responding to mentions or interactions, and making sure pinned posts and other relevant information are current. Keeping the firm’s social media sites organized is an important step in ensuring the platforms can be used effectively.

3. Content is at the center of a law firm’s social media strategy

Content is the heart of any social media site, so it is necessary that legal professionals make the most of their resources and produce material that their followers will benefit from. Since most law firms have many different audiences, they should have different types of content that are specifically tailored for each segment.

Use pictures, videos, and infographics to make the content standout, and add links to the material that lead either to other useful articles or back to the law firm’s website, to drive traffic. But proceed with caution: A single controversial tweet can affect a company’s reputation for years down the line, so it is important to make sure everything a firm puts out on the web positively reflects its image.

Timing is key when it comes to posting content. To ensure that posts will get the maximum number of views, monitor each platform and take note of what time of day the firm’s sites get the most attention, then schedule future posts for those peak times.

If professional service firms create a variety of meaningful content that seeks to benefit their many audiences, as well as connect with users at the correct times, they will optimize their use of social media.

4. Lawyers should engage with their followers 

Putting content out in the world is only one piece of the puzzle. To make meaningful, lasting connections with followers, firms must engage with them. Those in charge of monitoring the law firm’s social media sites should make sure that they respond to any interactions in a timely fashion.

“Simply sending a message thanking someone for following your page could have positive lasting effects on the image of your law firm,” Shannon says. “This personal engagement makes people feel like your firm cares about its followers.”

Along with responding to people, lawyers should post interactive content. For example, a firm could pose a thought-provoking question, post a poll or provide a call to action such as a link back to a white paper. These various forms of engagement will not only increase awareness of the law firm, but also help create a network of individuals sharing content and ideas.

5. Careful analysis can show the effectiveness of a law firm’s social media strategy 

Once a law firm has a solid social media plan up and running, it is important to make sure it is working! Monitor posts using platforms such as Google Analytics, and take note of which type of content gets the most attention. Delve deep into the social media page and pick up on small details. Do longer blog posts do better than short ones? Should you put more time into posting videos rather than polls? By going through all the content produced and noting what does well, a law firm can better allocate their resources to focus on what will drive engagement.

Social media was nonexistent a couple of decades ago but is now present in every industry. As law firms revisit their social media strategies, these tips will help them to revamp their social media sites, ensure they reach their target audience, and create as many valuable connections as possible.

Want help kickstarting your firm’s social media presence? Learn more about Infinite Global’s social media services.

Paige Weidner is completing an internship at Infinite Global before returning to the University of Michigan, where she is a rising senior who is majoring in Communication Studies with a minor in Science, Technology and Society.