Social Media for law firms

What is social media?

Social media consists of websites and applications that make online networking between people and brands possible.  Through creating content, sharing content, liking content or just responding to content, social media works to raise awareness of everything from news, politics and environmental issues to new products or services, or to simply remind you when it’s a friend’s birthday.

Why should law firms use social media?

As with all online content, the content that works best is created with a goal in mind.  Whether that goal is conversions or engagement, social media platforms can help law firms to target the types of people they want to become clients, through clever targeting and campaigns.

How does social media work?

As Mark Zuckerberg, Facebook’s founder and CEO said:

“People influence people.  Nothing influences people more than a recommendation from a trusted friend.  A trusted referral influences people more than the best broadcast message.  A trusted referral is the Holy Grail of advertising.”

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Social media

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As Mark Zuckerberg, Facebook’s founder and CEO said:

“People influence people.  Nothing influences people more than a recommendation from a trusted friend.  A trusted referral influences people more than the best broadcast message.  A trusted referral is the Holy Grail of advertising.”

Social media is the place where most people are exposed to the most referrals – often without even being aware of it.  If a friend tags themselves at a restaurant that has just opened, it automatically becomes somewhere of potential interest.  Similarly, if a friend or family member shares a piece of news or a political view using social media, it usually makes most people sit up and take notice, far more than they would if they were reading general news online.

It’s not just friends and family that provide people with referrals either.  Most social media platforms will allow users to follow people that they admire – whether they be athletes, spokespeople or celebrities.  If one of these types of people are seen to be using a product or service or speak highly of one, it can automatically become more attractive than it may have been before.

How are other law firms using social media well?

Some of the best ways for law firms to use social media, include:

– Promoting internal changes

Whether it’s the growth of a department, the acquisition of a top client or showing how well a firm commits to fundraising for a local charity, this type of news is usually well received on social media.  It shows the people at your law firm as being human and these ‘good news stories’ make the firm look like a good place to work, or to work with.

Examples of firms doing this well include:

  • A post by Clarke Willmott, promoting a new head of office received 185 interactions on LinkedIn and 6 interactions on Twitter.
  • In Browne Jacobson’s post promoting its 2018 growth plan, the firm received 546 interactions on LinkedIn.
  • With the aim of promoting vacancies Bray & Bray Solicitors promote when there is a vacancy at the law firm using social media. This link has so far received 162 interactions on LinkedIn, 5 on Facebook and 1 on Twitter.

– Promoting expertise

The obvious benefit to promoting a firm’s expertise is that the firm’s brand is aligned with a certain level of expertise in any service area.  What’s important to note here is that some social media platforms work better than others when it comes to posting about different legal areas.  For example, corporate and employment topics work well on LinkedIn, whilst areas such as family law and residential conveyancing often gain a good level of interaction from Facebook.

Examples of firms doing this well include:

– A mixture of both

Firms like Kingsley Napley have succeeded in using both types of promotional and information posts to receive great engagement using their social media.  For example, its post on the firm’s female partnership ratio received 234 interactions on LinkedIn and 10 interactions on Twitter, whilst its post on sexual harassment received 117 interactions on LinkedIn and 7 interactions on Twitter.

Advice about social media for law firms

To speak to a member of our legal marketing team about how social media will work best for your firm, call us on 01858 445543 or email [email protected]. Your initial consultation is free.

Imagine being able to employ a team of marketing professionals – each with their own specialist skills. Well now you can. With legal sector experience and enthusiasm to help you tackle your marketing challenges, we have the team to support you.

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