Last holiday season we shared our top tips for creating and running a successful charitable campaign on your law firm’s social media accounts. While we still look forward to the holidays this year, there is no denying this holiday season looks a bit different, and your marketing efforts should be adjusted accordingly. Yes, we are in the middle of a global pandemic, but devoting time and funds to benefit an organization or charity can be more impactful now than ever. With this in mind, it is important to make sure you go about your charitable work optimally. Read below to learn which mistakes to avoid during your law firm’s holiday social media giving campaign.
1. Only focusing on yourself
Once you’ve selected the organization your law firm will focus on, it is important to make them the star of the show in your social posts. Avoid promoting your law firm during this time; and, instead center your messaging on the work the organization does in the community and the impact they make. It is always a nice idea to share why your law firm chose the cause it did and how it ties into your law firm’s values and passions, but don’t make the social media holiday posts focus too much on you. You are “giving” your law firm’s social media footprint to another group so that it can benefit from reaching your audience.
2. Failing to communicate with the organization
It is not a good idea to jumpstart your campaign and tag an organization on your social platforms if you haven’t even contacted them yet. Whether you have established a relationship with this organization or not, it is important to touch base and make sure running a holiday campaign to benefit them is okay. A good relationship can even lead to more exposure, as they might share your social posts and spread the word about what your law firm is doing to help. Also keep in mind each entity potentially has its own brand standards and imagery it might like you to incorporate into the visuals you use during your social media campaign.
3. Slacking on community management
Now that you have shared social posts and encouraged the involvement of your social media audiences, it is important to closely monitor the engagement your posts receive. Your followers might have questions about how they can help to further support the organization you are highlighting. They might share their own personal stories regarding involvement with the organization. It is extremely important to pay attention, engage with, and encourage this kind of participation, rather than ignoring it or failing to check in for extended stretches of time.
4. Not following up with your audience
The holidays will come to an end, but that doesn’t mean you are done with the charitable campaigns entirely. After the New Year, take the time to thank your social media followers for their involvement. Let your audience know how much of an impact they made in helping your firm support the organization.
Law Firm Social Media Charitable Campaign Help
The main goal is of course to benefit an organization that is important to your community and your law firm. Given the uncertainty and gloom many have experienced this year, the holidays should be a time of coming together and making an impact, and it is crucial your law firm takes the time to do it right. If you need more advice on how to get started and the do’s and don’ts of running a social media charitable campaign, contact the legal marketing experts at Stacey E. Burke P.C. today to learn how we can help your law firm make a difference.