I have been an active Twitter user since early 2009. I have watched various industries’ Twitter use evolve over the past five years, especially lawyers. While many lawyers and law firms still erroneously use Twitter solely as a means to auto-feed out their blog content for increased SEO, many are beginning to use social media more strategically.
A law firm social media strategy will differ depending upon whether the firm is primarily engaged in B2B or B2C marketing. What? B2B marketing is business-to-business marketing; an example in the legal world could be when a law firm interacts with medical professional associations to build relationships that result in increased medical provider clients. B2C marketing is business-to-consumer marketing; an example of B2C legal marketing is when a law firm uses paid search advertising for its dangerous pharmaceutical ads targeting people who are searching for product liability lawyers online.
A whopping 87% of B2B marketers use social media platforms in their content marketing efforts. If your law firm primarily targets businesses as its potential clients rather than individuals, your strategy should:
- Build brand awareness and raise the law firm’s profile
- Increase individual lawyers’ reputations as thought leaders within their practice areas
- Enhance retention of existing or former clients by maintaining an easily accessible relationship
- Focus on the primary B2B social engagement platforms – LinkedIn and Twitter
- Recruit new talent
- Include B2B social listening – listen and respond
- Segment your audiences and approach each individually
Your B2B social goals should include increasing your reach (boosting the number of Facebook likes, Twitter followers, or LinkedIn connections), gaining content interaction via likes, shares, or plusses, and increased inbound website traffic from your social media channels.
Contact Stacey E. Burke, P.C.
Stacey Burke has handled social media marketing strategies for law firms across the country. She prides herself on having a keen eye for social design and a passion for keeping up with the latest digital marketing trends. If your law firm is small without a large budget or international with varied offices around the globe, a comprehensive social strategy can and will help streamline your digital marketing efforts and increase your law firm’s marketing reach. Contact us today to learn more.