Do Process! May 2023
Marketing Check UP! Get SOCIAL!
Greetings all, thank you for all your feedback over the past few editions. Since we are still in spring cleaning mode (besides being busier than ever), we thought it was a good time to address social media, it’s use, and marketing for legal firms.
I will pass the pen over to Senta Johnson, pre law at Drexel University. Stay safe and remember we at Process Service Pa LLC are here for you!
GET SOCIAL
By Senta Johnson
The rising popularity of digital marketing has revolutionized how lawyers promote their services. According to polls from FindLaw.com, 45 percent of respondents indicated they use social media to evaluate professional services and 78 percent of millennials indicated they are more likely to hire a lawyer with an active social presence. In all, lawyers who have a strong social media strategy stand a good chance of succeeding online. We are here to guide you through the essentials of digital marketing in legal spaces.
Why?
“Taking control of your online presence is a necessity, and there are few better ways to do so than social media. Used carefully, social media can give your firm a voice, amplify your professional reputation, and help drive new business.”—The American Bar Association
Social media is an incredibly powerful tool that is necessary to build a modern firm’s reputation. An online presence is, more often than not, a prospective client’s first impression. Any platform gives a marketing team access to industry trends, networking opportunities, and building credibility. Law firms are not excluded from contemporary branding!
Ethics
Before getting started on the ‘how-to,’ there are, of course, ethical concerns to address first. The obvious: confidentiality. Even if social media accounts are private, all posts, replies, and blog entries are public domain. Rule of thumb: If you wouldn’t say it with a reporter, it shouldn’t be shared on social media.
Speaking of privacy, ABA rule 3.5(b) states that a lawyer should not “communicate ex parte during the proceeding.” In regard to a jury selection process, only public social media content can be reviewed. Same goes for legal marketing users. Firms should not join private groups or send private messages to view restricted content.
Next: Smart connections. ABA Rule 1.7 states, “a lawyer shall not represent a client if the representation involves a concurrent conflict of interest.” Also, Rule 8.4 states, “it is professional misconduct for a lawyer to knowingly assist a judge or judicial officer in conduct that is a violation of applicable rules of judicial conduct or other law.” With that in mind, anyone with access to the firm’s account should be wary of conflicts of interest, translating into ‘friending certain judges on Facebook’ or ‘favoring certain agendas.’ Same goes to personal accounts of legal professionals.
Finally, understand the difference between posting and advertising. A lawyer can promote their services on any platform as long as that information is clear and honest. If your goal is to market your firm, include accurate names, contact information, and descriptions. If your goal is to post – for example, celebrating a winning case — keep all details vague, but true. Likewise, it’s never a good idea to provide public legal advice on social media.
Tips
As every legal professional knows, research is the most important part. The best thing to learn is your target audience. Age, location, interests, etc. can be your guide to posting engaging content. From there, you can choose the platform that is most fitting to your clientele. Mostly established business professionals? LinkedIn is probably your best bet. Looking for a younger audience? Give Instagram a try. It all depends on your team’s ranged abilities and your following base.
We also recommend establishing a consistent posting schedule. Each platform is a bit different, but, generally, the best times to post are between 6pm and 9pm. Avoid posting before 6am. Stick to a schedule such as once or twice a week in order to stay relevant and engaged. There are free apps, like Sprout Social and CoSchedule, that help marketing teams stay organized with their posting schedule.
On the topic of engagement, it’s important to interact with your following. Don’t let comments and direct messages just sit there. Agree on a tone with your team and respond! Leverage hashtags and keywords to widen your audience. There are many ways to create digital loyalty while increasing new visibility.
Success Stories
For inspiration, take a look at some national success stories.
White & Case have thousands of followers across multiple platforms. Their primary strategy is a consistent posting schedule of short videos. This one, with over 1.4k views, simply talks about their workplace culture. Culture at White & Case – YouTube
DLA Piper, another large firm, has discovered and thrived in social media trends. For example, posts about corporate social responsibility and pro bono work do better on Facebook. Meanwhile, Twitter and LinkedIn are more effective vehicles for content about thought leadership. DLA Piper particularly excels in its Instagram strategy, which promotes its workplace culture with pictures of employees having fun at company events.
You do not have to be a global firm or even a large firm. Many boutique and local firms are able to stay connected in their communities through active online presences. It’s not all about the numbers of followers or views, but the impact on your firm’s reputation.