While many people think of social media as a hobby, side project, or even a nuisance, some people make an entire career out of it, or even build a business from it. Social media is easily one of the most powerful marketing tools out there and should be a part of any business' holistic marketing strategy, and law firms are no exception. If you’re one of the skeptics thinking, “why would my law firm need one person to handle such a tiny task in my grand marketing scheme,” read on.
In-House Brand Building
Sure, your associates could spend an hour or two each day posting on your firm’s social media channels, but without the proper research, targeting skills and audience building know-how their efforts would likely be a waste of time. When you hire someone to manage your social media channels you are getting the entire package - true understanding of each social media platform, the relationship building experience, SEO expertise, analytics comprehension, and a consistent voice to match your firm’s persona.
Engagement and Relationship Building
A huge aspect of social media is engagement. This means more than posting on your Facebook or Twitter page a few times a day and “liking” a post every now and then. Social media engagement should be an open line of communication over a period of time. Similar to how a business needs a Customer Relations Manager, your social media manager will use your online platforms to interact with current and potentially new clients. In one recent study, as many as 51% of customers interviewed said that after they received a response from a company on social media, it gave them a “somewhat more” or “much more” favorable view of the business. If you do not have someone keeping a close eye on your channels, its highly likely questions or comments from your social media followers will go unnoticed and unanswered.
Social media marketing managers have the understanding, strategy and resources to build a relevant following and expose your content to a qualified audience. From there, they have the ability to target specific people within particular groups and pages, interests, or even demographics like age or income via social ads.
Need we say more? We all know how important search engine optimization is. How many times have your Googled your law firm and thought "Why are we not on the top 3 Google selections?!" Hiring a person to consistently manage your online presence, evaluate Google analytics, stay on top of trends to better target your message as each week passes, is your first and most important step in boosting your law firm’s SEO.
Your Competition Is Doing It, and You Can Do It Better
Many businesses, law firms in particular, have yet to take advantage of social media marketing, but the ones that do utilize social media are rarely hitting it out of the park. Take advantage of this opportunity and hire a knowledgeable social media marketing manager to give your law firm a competitive edge.
Manage and Track Progress
Dissecting the analytics of social media alone can take 40+ hours a week. Each social media network is different and can affect your business in its own way, making it essential for your law firm to utilize the full potential of each platform. Capitalizing on insights such as user demographics, behaviors, “like” sources, page views, unique visitors, number of fans, etc. will not only help your online presence and audiences progress, but will help give more specific, detailed direction to social media marketing strategies for the future.
Social media is ever-changing, as new trends within the medium are constantly emerging. Managing social media platforms for your law firm requires a great amount of expertise and know-how, whether you hire an in-house individual or outsource a team of experts (this is probably the appropriate place for my shameless Stacey E. Burke P.C. social media marketing plug) social media can help you spread brand awareness and obtain new leads.