Author Archive: Colleen Nichols

Should My Law Firm Use Social Media To Advertise?

If your law firm maintains business profiles on Facebook, Twitter, or Instagram — then you might want to consider using them to advertise. Each of these platforms is relatively cheap. Heck, on Instagram you can actually make money depending on how much of a following you have. If it were only that easy for everyone! Whether or not your law firm should advertise probably depends on where you are in the process.

If you have a smaller law firm just starting out, then you may choose to hold off. Smaller law firms typically benefit more from advertising in places where people are actually searching for legal help. That means trying to ensure you’ve built an outstanding and informative website with easily digested advice and instructions. It also means trying to ensure your perfect website reaches as high in Google rankings as it possibly can, because you want more people to see it more often.

Smaller firms will also want to promote the networking skills of their staff. Word of mouth will increase the size of your firm more than anything else.

Bigger firms can move on to advertise in other places — like social media. It’s relatively cheap to do so, and easy. On top of that, you can choose exactly which demographics you would like to target with each ad campaign, making it easier for you to convert clicks to clients.

Before starting an ad campaign, decide on a set of goals. What are you hoping to achieve? Do you want to increase traffic to your website? Do you want more people to recognize your law firm’s brand or logo? Are you trying to better your reputation? This will all help determine how you define a target audience.

Before starting a social media ad campaign, you’ll want to ensure that you have content for potential clients to consume when they make it to your page. How will you compel clickers to consume the information you want them to consume? Videos and podcasts work wonders if you find the right person to present them. How you present the information also depends partly on your audience. If your demographic is senior citizens, then they’re not very likely to sit down to listen to the podcast!

Last but not least, after you’ve started an ad campaign you can track various metrics. If something isn’t working, you can often change it mid-campaign. But try to adjust each campaign to be a little bit better than the last one and you’ll have new clients rolling through your doors in no time at all.

Should You Make A Social Media Account For Your Growing Law Firm?

Finding ways to grow your new law firm can be stressful — but it can also be fun. Finding and hiring the most creative minds in your area is part of the struggle, but they can help you discover new methods of growing your client base and keeping it engaged. Then again, some strategies can help you keep your partners or employees engaged as well. Are social media accounts right for your law firm? It depends.

First, it’s important to know the difference between a social media account made primarily for your business — whether on Twitter, Instagram, Facebook, etc. — and those made for individuals. More law firms are jumping on the social media bandwagon than ever before, but some acknowledge that they may have done it too soon (or at least without properly researching both the benefits and the pitfalls). 

For bigger law firms, improper management of personal accounts can turn into a disaster.

One attorney recently shared his story about a construction company that was being sued. On his personal Facebook account he commented, “It’s pretty obvious this company is in some big trouble!”

From the outside looking in, that’s a fairly innocuous comment — unless your law firm is trying to take the case, which is exactly what happened in this situation. The construction company and the law firm were in talks, and in the course of its research, the construction company came across the post previously made by the lawyer. Needless to say, the law firm did not get the new client.

While this can be seen as an example of why law firms shouldn’t muddy the waters with social media, that’s not really what it is. Instead, it should be seen as an example of how to properly navigate those waters.

Law firms hoping to grow their client base or increase engagement through social media need to sit down with employees and train them on how to use both the company’s social media accounts and their own personal accounts. Individuals should be asked to keep their personal pages public so that potential clients might find them easily, but also to keep the majority of their personal posts private and friends-only. This will reduce the chances that a potential client will find a potentially disastrous post.

Law firms can also take steps to train employees how to post information and subjects that do more to benefit the firm than harm it. In 2019, thousands of people lose their jobs for making controversial statements on social media every day. It’s no joke.

It might be a difficult job to balance the social media high wire just right, but it’s a necessary job as well.