For many law firms, getting started on social media may seem like a piece of cake. All you need is a few photos and ideas for content to start posting, right? Unfortunately, a few photos and fun ideas don’t make for a long-term strategy or a strong presence on social media. Having a strong brand identity that reflects your firm’s values and showcases the applicable practice areas effectively is what will make your law practice stand out from the crowd. This can be accomplished by finding out the proper voice and tone your firm should use on social media.
Each law firm is unique in its own way; and, in 2019 more than ever social media users and potential clients are looking to find authentic brands with a clear mission and voice. Whether your practice specializes in civil defense or personal injury, every company has a different story to tell.
What are voice and tone? How do they work on social media?
Voice and tone are very similar, but it’s important to think of them as two separate concepts. While your firm’s voice should be consistent across all social platforms, its tone can differ across channels.
Your law firm’s voice is an expression of the entity’s personality, and should ultimately reflect your communication style. If your practice works primarily with consumers, the voice can and should be more informal; however, if your firm focuses on representing businesses, chances are you should take a more professional voice and approach.
Your tone is how your voice is applied on social channels, with regard to the subject of each post or the particular channel itself. LinkedIn, for example, is more appropriate for longer-form content, while Twitter is mainly used for shorter-form quips, to help you get to the point.
Why does voice matter?
While you might think your firm can post just about anything on social media and get some sort of interaction, properly showcasing what your brand represents in an effective way matters. Having a unique voice will help communicate your values, mission, and ultimately tell your firm’s story.
Finding the proper voice for your law firm also helps to humanize the entity and its lawyers. Social media audiences don’t want to talk to a robot, they want to interact with real people. Having an established voice for your firm helps form meaningful connections, develop trust, and build rapport with your social media audience, thus making those who visit your channels more likely to like, comment, and share what you post.
Finding your firm’s voice
Developing a brand persona can help you to discover the right brand voice for your firm. Start by answering a series of questions while keeping your specific target audience in mind. Here are a few questions your firm can utilize to find its voice:
- What are your firm’s values?
- What sets you apart from other law firms?
- How do you want to be portrayed? /What reputation do you want to have?
- Who is your firm creating content for? / What is your ideal audience?
- Why is your firm on social media?
- What don’t you want to be described as?
Ensuring that your law firm is presented in the right way on social media is just one of the ways proper legal marketing is executed. At Stacey E Burke, P.C., we will work with your firm’s specific practice areas to help create the proper voice and tone that is unique to your needs. Contact our team of professionals today to learn more information on how you can get started.