Social Media for Lawyers

Why should lawyers use social media?

  • To stay in touch with contacts and prospects.
  • To build a personal brand.
  • To publish content.
  • To drive traffic to the law firm’s website.
  • To discover thought leaders and keep up with trends.
  • To read the latest news.

How do lawyers get clients from social media?

What precautions do law firms need to take when using social media?

  • Employees have the right to maintain personal social media profiles and engage in social media communication that is not attributed to or endorsed by the law firm.
  • Employees should familiarize themselves with the terms and conditions of each social network they use.
  • Employees should treat social media profiles mentioning the law firm professionally.
  • Employees should moderate comments from others on social media profiles linked to the law firm to ensure they do violate state or federal guidelines.
  • Employee’s participation in social media could affect the law firm’s reputation.
  • Employees using social media for the law firm must disclose their true identity and association with the law firm.
  • Employees must only use accurate, factual statements that can be verified in their social media bios and comments.
  • Employees must use appropriate disclosure and disclaimers per state bar and federal guidelines for posts including advertisements, case outcomes, fees, results, or solicitations for services.
  • Employees cannot publish current or former client’s names and other confidential information without written permission and/or approval by the law firm.
  • Employees should use proper security measures to ensure the safety of their social media accounts. This should include the use of secure passwords (with a unique mix of upper- and lower-case letters, as well as numbers and characters; ex: BearKlaw$713) and two-factor authentication for social networks and email accounts linked to those social networks.
  • Administrators and moderators for the law firm’s pages and groups must moderate comments from others to ensure they do violate state or federal guidelines.
  • Administrators and moderators for the law firm’s pages and groups will be made to relinquish control of any access they have to the law firm’s social media properties upon leaving the firm.

Which social networks do lawyers find the most effective?

#1 — LinkedIn

How to Craft a Professional LinkedIn Profile

The Introduction Card

About > Summary

  • Write your summary in the first person.
  • Include your experience, skills, motivations, interests, and some personal background details that are relevant to your career goals.
  • Add keywords (not buzzwords) will help your profile get visibility in LinkedIn search results.

Background > Work Experience

Background > Education

Background > Licenses & Certifications

Background > Volunteer Experience

Skills

Accomplishments > Publications

Accomplishments > Courses

Accomplishments > Honors & Awards

Accomplishments > Languages

Accomplishments > Organizations

Interests

Make It Public

  • linkedin.com/in/johnsmith
  • facebook.com/johnsmith
  • instagram.com/johnsmith
  • twitter.com/johnsmith
  • youtube.com/johnsmith

How to Create a LinkedIn Company Page

  • linkedin.com/company/yourlawfirm
  • facebook.com/yourlawfirm
  • instagram.com/yourlawfirm
  • twitter.com/yourlawfirm
  • youtube.come/yourlawfirm

How to Make Connections

  • 1st degree connections are those who you have directly connected with via LinkedIn invitation. You can connect with other members on LinkedIn if they send you an invitation or you click on the connect button next to their profile. Once connected, you can message 1st degree connections privately through LinkedIn’s inbox messenger, view their full profile information, and get their latest updates in your news feed.
  • 2nd degree connections are those who are directly connected to your 1st degree connections. You can invite 2nd degree connections to become 1st degree connections by clicking on the connect button next to their profile.
  • 3rd degree connections are those who are directly connected to your 2nd degree connections. You may be able to invite some 3rd degree connections to connect, based on their privacy settings.

How to Request Recommendations on LinkedIn

How to Publish Engaging LinkedIn Updates

  • No media format has more weight than another in the LinkedIn newsfeed algorithm. Any update has the potential to receive strong engagement if it is engaging to your target audience.
  • Adding your opinion to anything you share and asking others for their opinion will increase the likelihood of increasing engagement.
  • If you know a few people who would make great conversation starters, @mention them in your update.
  • Respond to your comments in a way that encourages further conversation.
  • Use specific hashtags to draw in LinkedIn members who are interested in a particular topic. It will be easier to reach audiences of hashtags with smaller followings than ones with millions of followers. Think #businesslaw instead of #law.

How to Publish LinkedIn Articles

How to Network with LinkedIn Groups

How to Increase Engagement on LinkedIn

  • Posts with the hashtags you follow
  • Posts by companies you follow
  • Posts by people in your 1st degree network
  • Posts that people in your 1st degree network have commented upon, connecting you with your 2nd and 3rd degree connections
  • Posts by influencers you follow
  • Ads that appear in your news feed
  • Articles by people in your 1st degree network and influencers you follow

How to Use LinkedIn Profinder

  • Be personal. Show the client you read their request instead of using a copy and paste template.
  • Include relevant experience, but keep disclaimers about prior results and outcomes in mind.
  • Set yourself apart with your USP, but note include your attorney advertising disclaimer if needed.
  • Offer a free phone consultation to make a genuine connection with your potential client.

How to Advertise on LinkedIn

  • Brand awareness — Put your company, products, and services in front of more people using news feed, text, spotlight, and follower ads.
  • Website visits — Generate clicks to your website using news feed, text, spotlight, and message ads.
  • Engagement — Increase likes, comments, shares, follows, and click-throughs using news feed and follower ads.
  • Video views — Increase video views using news feed ads.
  • Lead generation — Acquire leads for your law firm using news feed and message ads.
  • Website conversions — Send traffic to your website that complete a specific goal using news feed, spotlight, text, and message ads.
  • Job applicants — Get more job applicants for open positions at your law firm using news feed, job, and spotlight ads.
  • Name your ad.
  • Add introductory text (up to 600 characters).
  • Enter a destination URL.
  • Upload an image at least 400px wide. LinkedIn suggests images be 1200px by 627px.
  • Add headline text (up to 200 characters).
  • Add description text (up to 300 characters).

#2 — Facebook

How to Craft a Professional Facebook Profile

Limit Past Posts

Create a Close Friends List

Add a Cover Photo and Profile Photo

Edit Your Intro

  • Your law firm’s Facebook page by adding it as your current workplace. We’ll discuss how to create a Facebook page if you don’t have one yet in the next portion of the article.
  • Your law firm’s website by adding it under your contact and basic info.
  • Your LinkedIn, Instagram, Twitter, YouTube, and other social links by adding them under contact and basic info.

Allow Followers

How to Set Up a Facebook Page

Your Page’s Username

The Call to Action Button

The About Section

The Services Section

Page Settings

How to Publish Engaging Facebook Posts

How to Increase Engagement on Facebook

How to Network with Facebook Groups

How to Advertise on Facebook

  • Brand Awareness — Increase people’s awareness of your brand, products, and services with ads in the news feed, videos, and stories.
  • Reach — Get your ad in front of the most people possible with ads in the news feed, videos, stories, and the audience network.
  • Traffic — Generate traffic to any URL with ads in the news feed, and stories.
  • Post Engagement — Reach the people most likely to engage with posts on your page with ads in the news feed and videos.
  • Video Views — Increase video views with in-stream video ads.
  • Conversions — Encourage people to complete specific goals on your website with ads in the news feed and stories.
  • Messages — Connect with people privately and directly through ads in Messenger.
  • Lead Generation — Collect leads for your law firm directly from Facebook with ads in the news feed and stories.

#3 — Twitter

How to Create a Twitter Profile

How to Publish Engaging Tweets

How to Increase Engagement on Twitter

  • Add your @username to your website, business card, and other social profiles so others can find and follow your profile.
  • Use the search Twitter box in the #explore tab to join in public conversations around specific keywords and #hashtags.
  • Keep your tweets focused on one message and include a link to direct followers to in-depth content.
  • Tweets with photos and videos receive more engagement than text alone.
  • Use the #explore tab to see if you can incorporate trending topics and hashtags in your tweets on a daily basis.
  • Learn more about your followers by asking questions and running polls.

#4 — Instagram

How to Create an Instagram Business Account

How to Publish Engaging Instagram Posts

How to Increase Engagement on Instagram

How to Create a YouTube Channel

How to Publish Engaging YouTube Videos

  • Target specific audiences for each video.
  • Use Google Trends and Twitter Trends to find trending topics to include in your YouTube video topics. You can also use Google Trends to research for YouTube specifically by searching for a keyword and changing the Web Search dropdown to YouTube search.
  • Create videos that answer common issues for your industry or service area.
  • Apply the same SEO skills you would use on your website content to each YouTube video to ensure it gets discovered in YouTube search and on Google.
  • Talk to your audience directly and ask their opinion on what you should create video content about next.
  • Upload videos on a regular schedule.

How to Increase Engagement on YouTube

What about other social networks?

Pinterest

Quora

Reddit

How to Set Up a Social Media Calendar for Your Law Firm

  • Add new posts to social media profiles, pages, and groups.
  • Moderate public comments and reviews.
  • Reply to public comments and mentions, private messages.
  • Look for opportunities for meaningful discussions in groups and Q&A networks.
  • Review employee social media usage and posts as needed.
  • Review analytics for paid social media campaigns and adjust spend accordingly.
  • Promote new blog content.
  • Review state and federal guidelines and update social media policy accordingly.
  • Review analytics for organic social media activities and adjust the time spent on platforms accordingly.
  • Plan new organic and paid social media campaigns.
  • Update social account header and channel art for new campaigns.

How Lawyers Can Utilize Social Media Management Tools

How Attorneys Can Measure the Effectiveness of Social Media Marketing

  • Which social networks drive the most qualified traffic (potential clients) to our law firm’s website?
  • Which social media ad campaign was most effective for driving qualified traffic to our law firm’s website?
  • Organic and paid search
  • Social networks
  • Referral (websites linking to yours other than social networks)
  • Direct (someone types your URL into their browser’s address bar or uses a browser bookmark)
  • Email
  • Other

Examples of Law Firms with the Best Social Media Presence

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