LinkedIn, Facebook, Twitter, Instagram, Pinterest, TikTok – with so many social media platforms out there, how can you choose which ones to focus on? It’s overwhelming to think about having a solid presence on every one of them, but thankfully that’s not necessary for having a social media strategy that gets results. Being strategic in which platforms you spend your time on is more likely to result in a stronger brand and better engagement, so we’ll show you how to decide where to focus your attention.
Be honest with yourself when it comes to the amount of time you really have to devote to social media before getting started. It’s much better to be dedicated to one platform and consistently update it with valuable content than to be sporadically posting on multiple channels. You can always start with one platform and then add on more after establishing a strong following.
When deciding, consider who your ideal client as part of the process. You want to reach your potential leads where they are, so it makes sense to be on the platforms they use. There’s always going to be someone talking about how well a particular option works for them, but don’t be swayed. Make your selection and stick to it (unless you’re not seeing results – then you should certainly do an evaluation).
Here are the four main platforms law firms find the most success on and what they bring to the table:
With the largest user group, Facebook has a base you want to reach no matter what your practice area is. The challenge, however, is in getting your posts in front of people. With a “pay to play” mentality, many businesses, including law firms, are finding they need to pay for posts to show up for users. That said, the payoff can far outweigh the investment given the ability to target exactly who you want to reach, putting your right in front of those who are most likely to use your services.
Power tip: look to Facebook groups to build connections with potential clients, especially within industry-specific or location-oriented groups.
Covering a wide range of ages, this option can provide exposure to a number of different demographics. Meant for professional purposes, this platform is an opportunity to showcase your expertise while staying in front of referral sources. Speaking engagements, links to articles along with your expert commentary and event photos are all excellent sources of content to share on LinkedIn.
If you’re looking to connect with other professionals, LinkedIn is the place to do it.
In 140 characters, users share news, links, and information on Twitter. Just like with LinkedIn, this is a great option to establish yourself as a thought leader. There’s plenty of opportunities to engage in conversation with potential clients and to highlight your authentic self. Twitter tends to require a little more management, as it’s helpful to search for tweets you can add value to.
If you’re in an industry that deals with a lot of breaking news, Twitter can help you establish yourself as the expert and go-to source.
Want to see how lawyers are using Twitter? Check out Law360’s list of 20 Attorneys Killing It On Twitter.
If you’re targeting a younger age group, Instagram can help you reach them with the majority of their users being between the ages of 18-29. A more visual platform, Instagram focuses on high-quality images and captions, along with the right hashtags, to get attention. On Instagram, you can show the personality of your firm and think outside the box to generate creative posts that stand out in a user’s feed.
These are just a few of the social media options lawyers have. With the growing popularity of video, YouTube is also a strong contender for a part of the marketing mix. It all comes down to where your clients are, the amount of time you have and where you think you can truly highlight the unique value your firm brings.
Being on social media and using it effectively requires a strategy to make the most out of your time, but it all starts with deciding where you want to be. With the right platform, you can amplify your voice and branding to get yourself in front of thousands of potential clients.