In today’s society, at least 50% of Americans are getting their news from social media. This means that time spent promoting and engaging your brand on social media has never been more important.
Of the 302 lawyers who participated in a survey conducted by Attorney at Work, 96% say they utilize social media. While 84% are on LinkedIn, 31% say Facebook is most effective at bringing in new business (over LinkedIn at 27%).
With stats like this, it’s safe to say investing in your social media presence is time well spent. Here are the 3 most effective social media channels your firm should be using.
LinkedIn communicates expertise in social media for lawyers
84% of the lawyers in the study use LinkedIn, and of those respondents, 27% considered LinkedIn the most effective social media platform for obtaining new clients.
What LinkedIn lacks in ubiquity it makes up for in specialization and lead generation.
LinkedIn presents an excellent opportunity for lawyers in a variety of fields to share useful and engaging content with potential clients.
For example, a personal injury attorney may use LinkedIn as a platform to share helpful articles explaining the various factors that go into determining liability for injuries that occur on the commercial property.
Because LinkedIn grants access to a wide professional network, attorneys can gain a reputation for being a go-to source of expertise and information that leads to new referrals.
Facebook pinpoints your next client
80% of respondents reported that they use Facebook regularly, making this social channel the most widely used social media platform in the study. Facebook is filled with ever-changing features and customization options that give you the chance to connect meaningfully with potential clients.
From individual attorney profiles to firm pages, experts says that the best way to relate to followers on Facebook is to interact naturally. Facebook is such a powerful social media marketing platform due to its Facebook insights which gives you a significant amount of user data that you can use to find your target audience.
For example, a family law attorney may choose to target users who meet a certain income threshold, are married, and live within a certain geographic area.
Twitter sparks the client conversation
59% of respondents reported using Twitter on a regular basis, jumping from 47% last year.
Twitter is an excellent resource for networking because it allows you to position your firm as an authoritative resource providing valuable information for your target audience.
One partner-level attorney in Florida uses Twitter to share the best technology-related articles he finds each week with his clients. After only a few months of using this strategy, he was able to connect with 2 new tech company clients.
From a professional experience, lawyers are just bombarded with too many emails, court dates, and paperwork to tweet. Social media marketing takes a lot of trial and error (no pun intended) to hit the high-profile case/client sweet spot.
Social media case studies from law firm clients
Case Study #1
Goal: Increase Twitter reach & engagement
A law firm had some trouble getting people to retweet their Twitter page content. Thrive stepped in to set up a Twitter ad campaign to increase their engagement. After scanning their current audience, our team retargeted a specific persona of Twitter users that aligned with the firm’s services.
Using audience research, we made these social adjustments to the Twitter ads:
- Increased Promoted Tweets from 1 to 3
- Used a tool that targets ads towards the competition’s audience
- Targeted Twitter ads towards high conversion audience interests
Results: In just 20 days, we increased the law firm’s retweet reach by 1,686%! The firm’s 81% increase in audience and 425% increase in total mentions were also huge indicators that the law firm’s content resonated well with the new audience.
Facebook Case Study: Attorney Saw Facebook Engagement increase by 395% – Learn how Thrive helped a law firm increase their Facebook Engagement and Post Reach.
Case Study #2
Goal: Increase Facebook presence
Strategy: Thrive was able to analyze the law firm’s Facebook Insights data to create a strategy to increase engagement on the page. Our social adjustments included:
- Analyzed the historical data from Facebook Insights to obtain the optimal days and times that the law firm’s current audience was interacting with their posts
- Curated content that would resonate better with their target audience
- Scheduled the content according to peak optimal times
Results: In just one week we were able to increase Facebook Engagement by 385% and Post Reach by 171% by posting content that matched our audience’s online activity and interests.