It seems that everywhere you turn people are saying that you have to be active on social media if you want to be successful marketing your brand. For the most part these people are right however attorneys should take a step back and think for a moment. There isn’t anything magical about social media. It’s merely a different channel where you can gain more exposure for your practice.
The real power comes with understanding the strengths of marketing in these channels. Today Kymeshia Morris (Founder & Chief Content Officer of San Diego Esquire) shares some priceless advice on marketing a law practice on social media networks.
1. Which social networks should a lawyer be active on?
I get this question a lot! There are several social networks available for lawyers to market their law practice on; however, a lawyer should choose to market his or her law practice on a social network that contains an “active” population of their target client.
For instance, a small business attorney should consider marketing their law practice on LinkedIn in contrast to Facebook because LinkedIn contains a higher presence of small business owners that seek out professional networking.
2. I don’t have any time to manage social networks, should I hire someone or an agency to do it for me?
If you do not have time to manage your social media presence, then you should consider outsourcing it to a social media agency. Note, successful social media marketing campaigns still require lawyers to be active on social networks. Hiring a media agency will free up your time regarding content creation and distribution, but as your network grows, so will the mentions and comments you will receive which will require a response.
Overall, active social media marketing is a huge time commitment. I recommend you create a schedule that keeps you on track regarding social media marketing.
3. What should I look for in a social media management company?
You should look for a company that practices what they preach. There are several amazing social media agencies that help lawyers (and businesses) build a strong online presence. You should make sure you clearly define your goals and objectives with using social media marketing and that the agency has the proper tools to help you achieve your goals/objectives.
4. How do I know if I’m being successful in marketing on social media?
Again, the success you achieve will depend upon your social media marketing goals/objectives. If your main objective is to increase traffic to your website (example – 1,000 new visitors/month) by using social media marketing, then you can use marketing tools such as Google Analytics to see if you have achieved that goal.
Make sure you have the proper return on investment tools available to measure your success for each goal that you create.
5. Is there any way to tell if I’m getting my monies worth out of social media marketing?
There are several ways to determine if social media marketing is a good investment. Say on average you spend $6,000 per year on having someone manage your social media presence.
You should attribute that $6,000 budget to your overall goals/objectives. So, say you had over 12,000 visitors to your website through your social channels in the year, over 3,000 brand mentions, over 2,000 links from your website shared on social channels, and 15 lead conversions. Based on these stats, you would have to attribute a portion of the $6,000 investment to the figures above to determine what your success would be.
There is no one main goal for promoting a practice on social media, unless you specify what it is. For instance, some lawyers use social media to increase their online presence, while others use it to stay connected with clients. You have to determine why you are using social media to promote your law practice online.
7. Is there anything that I should avoid when using social media to promote my business?
The number one thing to avoid is attacking people online. From time to time, I have seen lawyers hide behind the veil of the internet to make non-constructive (and at times ignorant) statements about people, businesses, or just about anything.
Keep in mind that your existing clients or new leads that are interested in your services are following and/or watching you. If they see these types of comments, they will likely not retain your services, or stop following your brand all together.
8. What kind of content should I be posting on social networks?
You should post content that mirrors your overall marketing message.
9. When I hear social media, I pretty much think of Facebook and Twitter. Is there any others that are effective?
Google+ and Twitter are my go to social networks for lawyers new to social media marketing. In addition, YouTube is also a great network to promote a law practice on. Some lawyers have definitely tapped into the benefits of YouTube video marketing.
10. How much does it cost to market in social media?
The costs depend on how much time you spend marketing and whether or not you procure paid advertisements to help promote your message. If the task is outsourced, then you can expect to spend anywhere between $400 to $5,000 per month depending on the scope of the campaign.