How Social Media Be A Powerful Tool For A Law Firm To Boost Growth?
Apr 07, 2021
10 min read
As per the survey published by ABA, 76% of their respondents who run a legal firm said that they engage with online communities and social media platforms to boost their online presence. Among all marketing channels, social media is the one that has been able to garner a lot of popularity as several big brands have been utilizing its capabilities to boost customer reach and engagement.
A huge misconception about social media as a marketing channel is that it can be only beneficial for consumer brands and businesses, mainly eCommerce brands. But this isn’t true. Even independent attorneys and law firms can use social media platforms to boost their business growth.
Many say that social media is an integral part of their legal marketing strategy. According to another report published by ABA in 2020 , across all marketing channels, 42% of the respondents rely on LinkedIn, 41% on Email, 33% on Facebook, and 21% on print media.
You might have noticed how legal firms and lawyers are making use of their social media platforms to market their legal businesses . There is a reason behind that. What? Social media is a great platform that can be used to boost online presence.
As per the statistics published by Hootsuite in “Digital 2020”, social media has 3.8 billion active users, which’s a massive audience. This makes it a great platform for marketing. Well, there are several other benefits for a legal firm when it comes to social media as a marketing channel.
Improves Brand Awareness
The usage of social media platforms among consumers has increased exponentially. Maintaining a powerful presence over your social media handles can help your legal firm in delivering the right message to your target audiences.In 2021, social media platforms saw a 13% hike in the number of new users as compared to the previous year, boasting a total of 4.2 Billion users.As per the survey made by Thomson Reuters, almost 54% of the consumers said that they would hire an attorney that has an active presence on social media. It might be quite obvious as of now, as to why you should use social media as a marketing channel for your legal firm.
Connects Your Business To Your Prospects
A survey published by ABA in 2018 said that almost 35% of lawyers used their social media accounts to attract high intent clients. Therefore, the law firms that invest their time and effort in building their social media presence have an upper edge over their competitors as they are more like to attract new prospects easily.??
Stay Connected With Your Target Audience
You might think that social media users would only prefer interacting with their friends or family members but there they love to engage with different types of brands and businesses over the internet too.This makes social media a golden opportunity for a legal firm, You can use your social media account to answer their queries or to educate them regarding an ongoing legal topic.Consumers over the internet love to know more about things that make them curious, so you can use your social media account to publish content related to their interests.??
Gain Trust Of Your Prospects, Gain Authority
Legal issues and services are something that most average citizens struggle with. Many of them are clueless or uninformed regarding the functioning of such legal procedures. Such people are often looking for answers to their queries.It doesn’t matter if the prospects aren’t giving you a call, make sure you offer them some valuable information or detail so that you can induce trust among them. This can help you in gaining more potential leads and clients as you get a chance to prove your brand’s credibility.
Get Maximum Results Out Of Your SEO Efforts
Although, it is believed that Social media websites don’t have a direct impact on your website’s search rankings and SERP position but there are several organizations that have claimed that it may affect the search engine algorithm.We have often seen that even Google Search results show Facebook, YouTube, and Twitter links on the search query result page. Therefore, we find a strong relationship between your
Tips To Enhance Your Legal Firm’s Social Media Strategy
Pay Attention To Audience Feedback and Reviews
Give close attention to what people are saying about your legal firm . You must check the kind of reviews you have been receiving on Google, Facebook, LinkedIn, Twitter, etc. Before publishing anything look at the kind of demands or queries your customers have. This would help you in gathering valuable audience feedback and will also help you in knowing the demands of your prospects.
Choose The Best Social Media Channel For Your Law Firm
While there are a dozen of social media websites over the internet, the best is the one that suits your type of law practice. The audience on LinkedIn is way professional and mature than the audience on Facebook. Therefore, your content has to be optimized as per the requirements or aesthetic of the platform. You can create a list of rich keywords that rank well for your law firm’s website. Based on your keyword list you can figure out what are the trending topics on each of your social media platforms. Craft and design your content with reference to it. This is a great way to engage and attract your audiences in trending conversations.
Be Consistent With Your Content
If a potential client is browsing through your website and it shows them some old or outdated content then they’ll be the first one to leave your website. To drive a constant stream of traffic you must stay updated with the latest industry trends and make sure to provide relevant information or content to your visitors. This enhances your credibility before your potential customers and makes your firm appear relevant to them.
Get Instant Exposure With Paid Ads
One of the top benefits of having your legal firm on social networking websites is that it lets you run paid ads that can bring instant exposure to your business. Social Media users provide tons of information and data to such platforms, based on their activities, likes, tastes, and preferences, the algorithm captures their data.This data can be utilized once you start investing in paid ad campaigns for your law firm. Running paid ads is a direct way to put your brand in front of your target audiences. Optimize your messaging as per the insights provided by these social media platforms to convert individuals into customers of your legal firm.
Publish Video Content
It’s high time you get a YouTube Account for your law firm. You can use your YouTube page to publish informational videos that can be consumed by your target audiences, it can also encourage them to reshare the videos that would allow you to attract more audiences to your website or YouTube Channel.
Use your Video content as a FAQ page, answer their questions and address their concerns. Publishing videos based on topics related to keywords can help you in boosting your website’s ranking on SERPs as well.
Give Your Content A Personal Touch
Social media is not just about selling your brand, it’s also about narrating your brand’s story. Use the platform to post about your upcoming ventures, services, events, conferences, or even occasions like birthdays/anniversaries.Post pictures of your advocates and staff, give your profile a humanized touch so that your clients feel connected with you. Your social media account can also be a medium through which you can portray your work ethics, culture, and company values.
Social Media Marketing can help your business to convey its message to its audience, it can be a powerful marketing channel for your law firm that can allow you to stand apart from the crowd.
A great online presence can help your business to appear authentic, attractive, and reliable to your target audiences which enhances your opportunities to convert potential customers or visitors into high-value customers.
You must use your social media platforms to deliver your firm’s vision and voice. Utilize the power of social media to build trust among your customers, take care of reviews and feedbacks that you receive on these platforms and make sure you resolve them to deliver an excellent client service.
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Before TikTok, there was Triller, but are we prepared for a Social Media Ban?
Anything said in explanation to the rise of social media platforms will be an understatement. So we’ll get straight to the most popular social media app, which has about 34% of the world’s population as its active user base- Facebook. Since 2006, Facebook has witnessed staggering growth and still continues to grow every day. Compared to its other counterparts like MySpace and Orkut, Facebook stood the test of time and emerged victoriously. The one edge they had over everyone else was that it was considered “safe” and made sure they offered everything their competitors had and more. Another trending platform that took off in 2006 was Twitter. They had an interface so unique that people were drawn to it like a moth to a flame. Not as many people joined Twitter compared to Facebook, but the ones that did were carried away by the platform’s ability to offer open communication. People now had an active chance of communicating with even celebrities, and the rush was almost cult-like. Instagram launched in 2010 and changed the entire game of social media altogether. A visual-based photo and video sharing social media platform that took the internet by a storm. It gained massive popularity in a short time span and is now one of the most crucial social media apps for influencers. Facebook acquired Instagram in 2012. In 2011 came the uber-cool Snapchat, which had an exciting feature to offer for privacy driven individuals. It launched as a photo and video sharing app that only had the content available for a period of 10 seconds. It also notified the users if the viewers took a screenshot or recorded the contents. Snapchat gained popularity just one year into its launch and has since been a great platform for video marketing. Then came the most controversial social media app, which was on the road to surpassing all its predecessors- TikTok, formerly known as Musical.ly. The video-sharing app was revamped by a Chinese company Bytedance to comply with its own lip-syncing app Douyin. TikTok became a massive hit amongst the audience surpassing Facebook, Instagram, and Snapchat in monthly installs, it was downloaded over 1 Billion times in a month. With the recent ban of Chinese Apps, including the stalwarts TikTok and WeChat, are we prepared for such sudden changes? Imagine losing millions and billions of followers overnight. It is a nightmare for marketers who have worked so hard to build this brand voice and followers. Before TikTok, we had Triller, but we just can't compare the popularity, fine, with the ban, people might consider Triller and other options and shift. TikTok mass appeal is second to none, and it gave livelihood to so many people. Man, hate it or love it, they are some really creative and cool videos, popular among all age groups. No doubt, Triller is pitching well, and in reality, they are the OG of the short video-making app with music. However, Triller shifted to a social media platform with a feed where users can scroll through videos and follow each other. Big names on the app include US President Donald Trump, music artists Cardi B, Alicia Keys, Miley Cyrus, Chance the Rapper, Marshmello, DJ Khaled, and former professional boxer Mike Tyson. When it comes to ownership, Sony Music Entertainment, Warner Music Group, and Universal Music Group each own a minority piece, but US-owned Proxima Media is the biggest investor and rappers Snoop Dog, Lil Wayne, Kendrick Lamar and The Weeknd among its investors. With such a significant rise in the user base of these social media apps over the years, influencing started to rise as well. Instagram had over 12.9 million paid social media influencer posts in 2017 itself. All these apps have served as common grounds for people all over the world, blurring the borders. A key aspect that led to the rise of social media is the structure of these apps. Social media apps have the best user interface to offer; they’ve created such simple and easy platforms that have generated universal appeal. All these services provided by the apps are free of charge; instead, you can make money through them, another powerful tool to drive the masses. Influencing has emerged out to be a means for individuals to create brands and set trends. The influencer marketing industry is expected to reach $9.7 Billion in 2020. People have created businesses worth billions through social media influencing. Let’s take the example of Kylie Jenner, the most famous influencer of all time. She was recently featured in the Forbes billionaire list, all thanks to her fanbase on social media. She grew her cosmetic empire solely based on social media influencing. Influencers are actively using social listening to engage in conversations about them and their brands to increase engagement. Social listening has enabled influencers and brands to track and analyze related trends to optimize their social media marketing (SMM) strategies. Source- Unsplash Social media has become an imperative aspect of everyone’s life, it plays a huge part in our personal as well as professional relationships. It is changing everything from how we do business to the way society functions at a breakneck speed. Let’s discuss a few ways it’s changing our world- An imperative aspect of any marketing campaign Businesses around the globe are adopting the use of social media campaigns to create brand awareness and engage with their customers. According to SocialPubli Influencer Marketing Report, 93% of the marketers use social media influencers and 54% of marketers are willing to spend over $250,000 on influencer marketing. It has become customary for brands to update their social media handles regularly and some are even resorting to using it as a platform for new announcements. Especially during the pandemic, brands have thought of social media marketing (SMM) as a rescuer in promoting their products. Brands are moving out of their formal bounds and are actively engaging in social media banter. Taco Bell has been famously responsive on twitter since early on in this decade. One of their replies in response to Old Spice tweeting “ Why is that “fire sauce” isn’t made with any real fire? Seems like false advertising” is one example of how humorous and engaging social media handles of brands can be. Taco Bell made their comeback with “OldSpice is your deodorant made with really old spices?”. Civic participation Social media has also allowed citizens to source ideas, plan and initiate movements significant for the betterment of the world. One spectacular example of this is the ‘Black Lives Matter’ Movement which took the US by a storm with people amidst a pandemic coming together to advocate a cause. Social media was flooded with responses from all over the country from celebrities to influencers to brands, educating the masses about the social disparities black people are continuously subjected to. Social media also serves as a platform for people to voice their opinions in response to the actions of governments and leaders. It has increased political engagement to the extent that 38% of social media users promote posts related to politics or social issues as per the Social Media and Political Engagement survey. Disaster management Who would have thought people would be able to contribute to disaster reliefs from one corner of the world to another? Social media has made it so easy that you can do in just a few clicks. With social media platforms offering numerous options like Facebook’s Safety Check and CrisisMappers Network, it has become easier for people around the globe to help each other out in times of need. Influencers and brands play a key role in motivating the masses to help out with actively engaging in relief programs. Social media has effectively empowered people in ways one could not have fathomed, we are given the power to raise our voice and contribute towards the change. Source- Unsplash Now, what will happen if one of these social media platforms is banned in your country? How will the audience recuperate? What should be the next strategy for active users? Let’s walk you through the scenario should any such thing happen. Reasons for the ban If our past is any indication then there could be numerous reasons leading up to a social media block. We have witnessed otherwise pberal countries banning the use of a platform for a pmited period of time owing to increasing agitation or spread of misinformation among the masses to a complete ban on all global networking sites. In 2011, Bay Area Rapid Transit Popce shut down the cell phone service including mobile internet for 3 hours in San Francisco to suppress possible protests erupting against two BART officers who killed Charles Hill. This was soon picked up by international media and resulted in the FCC issuing an Enforcement Advisory banning the use of jammers in the country. Another significant reason for the social media block is data and privacy concerns. TikTok has recently come under fire of such allegations, wherein it is suspected that the Chinese government is steapng information and valuable data from the US audience. This has led to Mr. Trump signing an executive order giving TikTok 45 days to find a buyer in the US or it will be banned. It is a very popular app amongst the masses especially millennials and GenZs. TikTok as per its privacy popcy collects data including IP address, browsing history, location, and content preference. They have claimed to have no ties to the Chinese government in accordance with sharing information but according to China’s National Intelpgence Law of 2017, it is mandatory for any Chinese company to share their information with the government. We are yet to see what becomes of the mass adored app. Solutions Social media apps like TikTok have a mass appeal and serve as a creative base for its numerous users. It has also been a platform for advocating political and social issues for millions of them. Big time influencers of the app are now migrating to other apps and appealing their followers in doing the same. It can be very hard and stressful for active users to leave behind their communities and start afresh elsewhere, but one can ease their transition by following these simple steps. And, let’s not forget there is still hope for the lip-syncing app as Microsoft and Twitter have placed their bids already. Check for alternative platforms- The beauty of the internet is that there are hundreds and thousands of platforms available to the masses, what you need to do is find one that apgns with your goals and needs. In the case of TikTok one can look for other pp-syncing apps pke Byte which is basically Vine 2.0 by Twitter, explore the option of Reels introduced by Facebook for Instagram or opt for Triller. Reels has been providing users of TikTok solace since its ban in India which had the highest number of active users overseas. Start building your presence and community on the new platform- By engaging your audience in content similar to your initial platform, you can retain your existing followers and it can help you in amassing more. Users are content-hungry and feeding them with relevant content will help you go a long way. For instance, a lot of TikTokers are now actively urging their followers to migrate with them to other platforms pke Bryce Hall has shifted his content to Youtube, Jessica Wang has started using Reels to re-upload her TikTok videos and make more of similar content, and Noah Beck has moved to Triller. Effective community management can contribute significantly in the long-run and will instill trust and faith in your followers. Cue in for the migration status of people you follow- You can also look for inspiration from the people you follow and check for the new platform they are using. Moving from one platform to another can be a huge undertaking and mixing up your content to fit the social environment of the new platform can also help you in gaining followers and ease your transition. Many of the famous TikTokers are also using Snapchat to communicate with their audience and making the best of Snapchat’s Discover option. Social media scenarios are ever-changing, what remains constant is the community you build and the value it holds. Don’t be disheartened if your favorite social media app is banned from your country, connect with Saffron Edge and let us explore other apps and opportunities for you. We provide complete marketing solutions from concept to execution, packed with social media marketing (SMM), video marketing, influencer marketing, and more for your diverse and peculiar needs. ...
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