As I’ve written about before, Facebook’s advertising platform is growing at an exponential rate. In fact, Facebook says over 1.8 billion people use its social media platform every month. But to the social media advertising novice, Facebook’s advertising platform may appear to be a little overwhelming. In this we will discuss the different types of Facebook ads and the corresponding metrics you should pay attention to as they are running.
With millions of informational sources in the digital sphere today, the amount of available content can be overwhelming. For a law firm managing its own social media channels and blogs, sharing relevant digital content can establish the firm as an authoritative voice on specific topics – even when the firm is not creating the content itself. Finding that content, however, requires content curation.
With a seemingly endless number of social media platforms available, you may be unsure which ones are right for your law firm. While you might have your own individual LinkedIn profile, many companies fail to build out a comprehensive Company Page, which is a missed opportunity.
For lawyers who remain reluctant to use social media, for reasons including an inability track return on investment via traditional means, the time has come to get over it. Greater social signals can not only drive inbound traffic to your website, but they can also help your law firm rank higher in search results. While some dispute the connection between social signals and organic rankings, social signals already impact search visibility.
In a recent file review at my office, I gave my team a primer on how I build audiences on social media across the channels that are most relevant to attorneys. Many law firms set up social media channels and some even share content on them, but if no one is listening is social media worth it? In most cases, the answer is no.
Most law firms utilize pay-per-click advertising through Google AdWords to target potential clients but have yet to jump onto social media advertising. While once thought of as “free marketing tools,” Facebook, Twitter, Google+, and LinkedIn have evolved over the last few years into stellar advertising engines.
Lawyers often bemoan the increased use of social media to me. Some lawyers are bold enough to tell me how “social media isn’t really a lasting marketing tool,” and it is “a waste of time” and a “youthful trend.” I tend to disagree. I have made some of the most important professional relationships of my life through social media.
Lisa Hopkins