Law firms can sometimes be sceptical if having a social media presence will benefit them and be worth the time required to create content. There may even be a concern that sensitive information will be at risk.
But while caution needs to be exercised, there’s no doubt that law firms can benefit from social media, from increasing ROI to building relationships with potential clients and raising brand awareness.
Why law firms should embrace social media
In today’s digital world, there’s no avoiding the fact that your clients will be using social media, and if you want to stay competitive you need to join them. Social media improves the quality of your communication with clients, as you can provide them with valuable information that they’re searching for, in a concise and digestible format. It also makes it easier for firms to respond to queries in a timely manner and reach new followers, who may become clients in the future.
Social media also gives your clients another way to find your firm’s site and information they need to hire you. 70% of clients’ decisions are influenced by online reviews, so building a large following online can really benefit you as a business. With social channels, you have the opportunity to showcase your expertise in the legal community and build authority by offering your own commentary on trending topics in your industry.
Keep your content compliant
Law firms need to be mindful of the risks and legal complications that can come from posting online if proper care isn’t taken. To really make the most of the opportunities that social media provides, you need to pay close attention to the rules and regulations in order to maintain compliance.
Make sure that you avoid engaging with other law firms against which you might be fighting defending against in a case, be extra vigilant when it comes to consumer protection to avoid putting out content that’s related to cases, and remember that any official documentation, trade secrets or correspondence is strictly off limits. There should be a social media policy drawn up so that all employees are aware of the ‘dos and don’ts’.
Stay on top of conversations
One of the best ways that law firms can use social media effectively is as a brand listening tool. Look for comments and conversations around mentions of your firm for a clear look at what people are saying and how they feel about your brand in real time. You can even spot conversations where you can weigh in, show your expertise and foster positive PR.
Law is a complex subject and it’s something that your potential clients are likely to want advice on. Social media is a great platform for creating content that’s genuinely helpful rather than just self-promotional, to build credibility and authenticity. As a brand, you should always be assessing where you can share informative content that builds trust and enhances your reputation in the industry.
Pre-plan your content
If you’re creating content sporadically, chances are it’s not going to align with your brand messaging or be consistent in style and quality. Pre-planning with a content calendar will help you publish content that’s genuinely useful and timely, but also reduces your risk of accidentally violating ethics rules or client confidentiality in your rush to get a post live.
As you can see, there are plenty of opportunities to use social media in a way that benefits both your clients and your firm. Social media in law firms can be a valuable digital marketing channel when it’s used strategically, providing you take the time to learn best practices and adhere to ethics, so your firm stays compliant.
At Insight Legal, we provide cloud-based software that saves your firm time and increases efficiency, from compliance and time management tools to case management solutions. Get in touch with us today or explore our site to learn more about how our software can help your law firm.