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Social media has proven its worth time and again for consumer brands when it comes to making meaningful connections online.  And if you marketing your legal services to consumers, your law firm is a consumer brand!

If you are still trying to navigate the ins and outs of social media for your law firm, here are 7 essentials you need as part of your social media marketing program:

  1. Nail the basics.

This checklist from Sprout Social sums up what you need to do to prepare your law firm for social media engagement. It’s highly useful if you’re totally new to social media and also good to review if you’re not, to ensure you’ve built a good foundation for your social media marketing program:

  1. Emphasize visuals over text.

Visuals perform better on social media than plain text. Focus your strategy on creating original visual content to engage prospects. This content does not have to be related to the law per se. For example, business litigation firm Williams Mestaz posts a quote every Monday for motivation:

  1. Listen up.

Listening on social media by doing keyword searches for your firm is a great way to learn what others are saying about your law firm. You should also search for keywords related to your practice area to find conversations that may present opportunities for you to showcase your expertise by adding relevant commentary.

  1. Use video.

Video is a great medium for law firms, allowing you to showcase your attorneys to put a human face on your firm and give your content some personality. Video is also a perfect medium for explaining what can be confusing legal concepts to prospects as well as help you capitalize on trending topics.

  1. Social means sharing.

The more valuable information you share on social platforms, the better you are able to showcase your experience and expertise. Sharing your blog posts on social media is a must, both for attracting prospects and for SEO. Beyond that, you should also curate timely content from other sources to share with your followers as well as your own success stories like this:

  1. Be responsive.

People are used to communicating with brands on social media, usually to express appreciation for a good experience or unhappiness with a bad experience. Sometimes they just want a question answered. Be sure you are monitoring your social pages daily for opportunities to respond. Show your followers that you are listening and available to help.

  1. Tell your story.

Social media provides law firms with a great platform for telling their own stories. By doing so, you humanize your firm, which helps you build emotional connections with prospects. Sharing stories about your firm’s achievements or even giving people special insights into your firm’s personality is a great way to connect online with potential clients.


Need more guidance? Click below for my free Lawyer’s Guide to Social Media Rainmaking: