Reject Conventional Ideas of Attorney Marketing on Social Media

When it comes to attorney marketing, everyone’s got an opinion.  And when it comes to attorney marketing using social media, there are some really rigid views in the industry.  As is typical of all attorney marketing, there are certain ideas that nearly every law firm espouses.  Why is it that attorneys should be so misinformed and so limited in their use of attorney marketing?  No one is suggesting you violate ethical rules with crazy approaches, but almost every law firm could use some definite help with their attorney marketing on social media.

Tired Attorney Marketing Myths on Social Media

Attorneys don’t generally understand social media.  As a personal tool, they understand the ability to connect to their friends and families, but when it comes to businesses, they just don’t get it.  And what makes it worse is there are certain ideas, conventional wisdom, as it were, that could be detrimental to your law firm’s attorney marketing on social media.  Instead of making mistakes, be different and be bold.  Let’s find out how these conventional attorney marketing ideas are going to hinder your efforts:

  • Social media doesn’t work, so you don’t need to be active on social media. Contrary to these tired conventional ideas, social media does work.  Approximately 69% of adults are active on social media.  And new statistics show that they are using a variety of social media networks for everything from searching businesses to interacting with others. If your law firm isn’t active on social media, you could be missing out on opportunities to reach these potential clients.  In order to reach them, you first need to be present in the places they hang out.  In our own experience, we’ve seen clients contact law firms directly via Facebook chat asking if they could handle their particular legal matter. It works if you are active and start sharing valuable attorney marketing content.
  • You should automate all of your updates. It seems easy enough to set up some generic automatic updates to inform your fans of your law firm’s goings on.  Why not set it up and forget it? Because this isn’t how you develop relationships on social media and it’s not going to get your attorney marketing noticed.  Yes, content is going to draw more users to you.  But tired statuses do not provide the content that keeps fans coming back for more or draws more fans to your page.
  • Steady streams of advertising messaging work. Your social media isn’t a loop of advertising like you often see in bars and salons.  Instead, it’s an opportunity to establish personal connections with real people who have real legal concerns.  This is your opportunity to position your law firm in the minds of consumers as personable, competent, and knowledgeable to the point of being an industry leader. Don’t turn consumers off with steady streams of call us today for legal help kind of attorney marketing. Be real, be genuine, and be authentic. And please be interesting.
  • More is better. In reality, when it comes to sharing your attorney marketing content on social media, less is often better.  If you overwhelm a consumer’s news feed with steady updates of content all day, you’ll surely fall victim to the ignore button or dislike/ unfriend button. Consumers do not want to be spammed.  If your social media strategy is to share more more more attorney marketing, then you will likely see less less less consumers on your page.
  • It’s a bad idea to encourage your attorneys to use social media. Many law firms do not want their attorneys to be active on social media for fear that they might say or do something to hurt the law firm’s brand.  In reality, if you lay down clear guidelines, letting your attorneys share on social media is a good idea. They can not only share their passion and knowledge of the law, but they may be able to appeal to consumers in a personal manner which brings them in through the door.  Active attorneys are popular choices for consumers. Consider this the next time you tell your attorneys that they can’t be active on social media.
  • There is no ROI on social media. This popular myth is easy to dismiss because the reality is, that your law firm can experience big gains using social media.  One of our clients has experienced consumers emailing them to ask if they handle specific legal matters.  Another client of ours has had people call in and tell them that after reviewing their social media, these consumers decided that firm was the one to hire. And yet another client has been hired because a consumer was searching social media for a local attorney that handled a specific area of law that they needed.  Social media can work.  But it’s not going to bring you high returns if you’re not present, engaged, and reaching out to consumers.  And it’s not going to work with steady streams of content that users don’t find valuable.  Reconsider your attorney marketing strategy on social media to experience more gains.
  • You only need Facebook. There are hundreds of social media sites online.  While it is not recommended to spread yourself so thin, your law firm should consider a handful of sites where you’ll want to maintain a presence.  The idea behind this is to reach out to your desired audience.  Who is your core consumer and where do they hang out? You can look up social media audience breakdowns by gender, income, time spent online, and more.  Match the top sites with your own desired consumer profile to see where you should be focusing your efforts.

Social media isn’t necessarily an intuitive skill.  So if you need some help, call eLaw Attorney Marketing.  We understand its potential and how to reach out to consumers in the spaces they interact.  Give us a ring when you’re ready to upgrade your attorney marketing social media strategy.