How To Make The Most Of Social Media For Your Law Firm

The world of social media constantly ebbs and flows with general marketing – what’s trending, who’s talking about what, who’s following who. It changes to map the mood of its users, and reflects the topics which are being discussed.

‘The reality is’ according to a recently published Guardian article, ‘you no longer drive company and brand messaging – your clients do.’

Making use of the way your clients interact with your brand is the key to social media – and if you are a law firm or solicitor then this is no different. Being brave with what you share and how you share it may well be the key to actually bringing in new clients. Gone are the days when setting up a Twitter, a LinkedIn and a Facebook with occasional sharing suffices – brands are now interacting with Tumblr, Instagram and app development to a level which improves user immersion and content generation. We now live in a visual world – people understand and interact with visual content a lot more than they used to…so if there’s something that can be said with images, the feedback you’ll get is likely to be greater and more beneficial to your brand.

Building a brand as a law firm is in many ways the same as building a regular consumer brand – customers now want to get exactly what they want, when they want and how they want it within a shorter time span than before. This means they are deemed to be an ‘always on’ customer – always logged in and always assessing the market and the competition. If your firm isn’t plugged in to the right way of using social media, which is in my mind to support all of your website marketing as opposed to a stand alone method of marketing, there’s now a much greater chance they’ll go for a competitor.

Ensure you get personal with your clients – the technology doesn’t drive social media – people do. Ensure you recognise that and converse with individuals on a grass-roots level; one of the biggest mistakes firms make is to not engage with users who reach out to you – retweet, reply, answer questions and thank people for interaction…it’s one of the biggest modes of driving visitors to your website within social media.

Measure ROI – it’s all very well having accounts you spend time on, but make sure you know that the time you spend on them is worth your while money-wise. Look at conversions, lead generation and set some goals for your social media strategy to drive more traffic to your website. It should produce results in the long term.

You should always be aware of what people are saying about you online. Address any issues and get involved directly with the topics that the users you want to target talk about. Discuss, debate and hang out in online areas where professionals go – LinkedIn is still a popular choice for those in the law field.

Don’t be afraid to use a range of applications and tools to implement your social media marketing strategy. Tweet schedulers such as ‘Buffer’ and Facebook client ‘PostRocket’ allow you to schedule your marketing and the time you spend each day/week on social marketing. Let the technology do the legwork while you concentrate on talking to people and engaging with potential clients.

To summarise, remember to build relationships and talk to people through social media in conversational terms. Find out what people are saying about you, get involved, be proactive and if possible, build your online marketing strategy on your real-world marketing and make sure neither is neglected. Ensure your clients are well informed, and allow them to build your brand. Embrace user generated content and be brave – there’s a world of potential with social media that’s waiting to be discovered when it comes to marketing your law firm.

For more information on legal marketing, getting your social media campaigns in shape or to talk to a legal marketing consultant, contact Samson Consulting today (//

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Case Study

A straightforward approach with a genuine expertise, providing you with a proven plan of exactly what you need to do to grow your firm.

I first stumbled across Nick when searching on Amazon for help growing a firm in the legal sector.

Straight away I was struck by his no-nonsense approach, so after checking out a preview of his book, I bought it on Kindle and started devouring it straight away.

What was immediately apparent was that Nick really does know what he’s talking about, which was hugely refreshing in an industry with plenty of bluffers and chancers.

I found the fact that Nick has actually been there and done it in the legal world very compelling indeed, and after finishing the book, I knew there was plenty he still had to teach me.

I booked a free call, which contained plenty of value, but what became clear is that if I was really going to get Nick’s personalised help to grow my firm, I needed to do it properly, so after speaking to a couple of Nick’s clients to reassure myself I was making the right decision, I took the plunge, and booked the Steady Stream of New Clients meeting.

And I’m so glad I did.

From the moment my wife Rachael and I arrived, Nick put us at complete ease and we quickly built up a strong rapport, and thanks to the pre-meeting preparation put in by all parties, we were able to wring a huge amount of value out of it, because most of the fact-finding had already been completed before the meeting began.

Consequently, the meeting was chockfull of useful, actionable information, and most importantly, that information was grounded on what actually works in the real world – no theory in sight.

When we left Bristol, we were hugely energised and excited; but more than that, we also had clarity, and three days later, things were even clearer, thanks to the report Nick prepared for us detailing exactly what marketing we needed to be doing AND how to make sure that that marketing was actually implemented.

Having used a consultant in the past, my biggest fear was that there’d be a lot of talking around the issues, and a whole lot more questions than answers, but that simply isn’t how Nick works.

Instead, he calls a spade a spade, and fuses that straightforward approach with a genuine expertise, providing you with a proven plan of exactly what you need to do to grow your firm.

If you’re considering booking one of Nick’s Steady Stream of New Clients meetings, I would say, unhesitatingly, that you need to go for it”

Bill Ward, Ward Trademarks

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