If your law firm is still not on Facebook, it may be time to reconsider and step into 2018. With over 2.2 billion monthly users worldwide, Facebook is a free marketing source you should take advantage of. You’re likely familiar with Facebook already; however, the rules of engagement for a business – specifically a law firm – are different. Here are some dos and don’ts to consider when running your firm’s Facebook page:
DO post regularly; DON’T have a blank page or post every hour.
You should post to your firm’s Facebook page at a minimum of 3 times per week, but no more than once per day – unless you have over 10,000 followers. A study by HubSpot shows that pages with fewer than 10,000 followers suffer a 50% decrease in engagement on each post after posting a second time in one day. When in doubt, just remember that the key to maximizing engagement on Facebook posts is quality over quantity, making sure that your target audience will find your post either useful, interesting, or entertaining. With that said, you are not likely to gain any new clients from Facebook if your last post is from 6 months ago!
DO post a combination of content; DON’T only post self-promotional ads.
Most of the content your firm posts should be links, pictures and videos that appeal to your target audience. According to a study by BuzzSumo, posts that contain images see 2.3 times more engagement than a plain URL.
Attorneys have the ability to create well written, useful, interesting, and unique content for potential clients. For example, a Social Security disability attorney can create a blog post listing the answers to some frequently asked questions from new clients, such as explaining the 4 steps of the appeals process or how long it can take to schedule a hearing. Then, you can post a link to the blog post on your Facebook page. This type of content is much more likely to resonate with new leads than a post with a generic picture reading, “Looking for help with an SSD claim? Call us today!”
DO address negative reviews and respond promptly to inquiries; DON’T engage with commenters looking to elicit a negative reaction.
While your Facebook page may be filled with rave reviews from former clients, there is always the possibility that someone will post a not-so-positive review. Make sure to address these to help prevent bad reviews from hurting your business. However, be careful not to engage with “trolls,” who are online commenters simply looking to start a fight – keep your arguments in the courtroom and off your Facebook page.
Facebook serves as a great platform to connect with potential clients. Make sure to respond promptly to inquiries – if someone reaches out to set up a meeting and you take a week to respond, the claimant may assume that you will handle the case with the same indifference and inattention.
DO share photos of office events and activities; DON’T treat your firm’s page as your personal Facebook.
Does your office host a yearly field day or volunteer in your community? Take photos and post them to your Facebook page! Not only can this increase your page’s engagement from friends, family and former clients, but personal photos also can make your firm more relatable and likeable. It allows you to both highlight causes your firm is passionate about, while potentially making it easier for potential clients who feel the same way to find you. However, be careful not cross the line where the page starts to look more like your personal Facebook page than that of your law firm.
DO post about current events that may affect your target audience; DON’T use the page to express your own political beliefs.
Posting about current events and changes in laws relevant to your followers can help increase engagement on your page. If you are a workers’ comp attorney and there was a shocking ruling made in a recent case in your state, your clients and potential claimants should know. If you are an SSD attorney and the SSA announces its yearly cost-of-living adjustments, this content is relevant to your audience.
When posting about current events it is important to resist the temptation to express your personal political beliefs. If you do, you risk alienating potential clients with differing views. Articles on political candidates’ views regarding Social Security or other areas of law aren’t appropriate to share.
Facebook is a powerful marketing tool and there is no reason that your law firm should not have a page. While Facebook is generally much more informal than your firm’s website, there are still rules to follow to ensure that you are making the most of your marketing efforts. Even if you are dong everything right on Facebook, it is still likely that you will need to supplement your caseload with SSD, PI, WC, or employment law legal case leads. Give us a call at 617.800.0089 to learn more!