Law Firm Social Media Useful in Gaining Clients

The time is right for attorneys to get involved in law firm social media to start conversations that attract new clients. However, what is the right course of action in determining the appropriate venues for launching your law firm social media campaign? The general rule-of-thumb with any law firm social media conversation is to keep conversations within your area of expertise, thought-provoking, interesting and ethical, and follow the rules that govern lawyers’ conduct. The law firm social media venue you choose should be in an area your ideal prospects would be comfortable and interested in venturing into. Going “all in” on multiple venues right away is not advisable or strategic. When undertaking a law firm social media program, lawyers are advised to choose their platforms for social conversation based on what their firm’s existing, most desirable clients tell them. Simply asking a few of your best clients, “Do you read any blogs, or have you ever participated in any online discussions?” should help you to prioritize social initiatives. If this informal polling results in a resounding “No,” the follow-up questions to ask are: “Would you be willing to join in on a brief online discussion (5 minutes, once a month) with us about xyz?”; “What topics most interest you?”; and “Why?” The answers to these questions tell you what makes a hot topic for this desirable audience, and areas they would be most willing to follow or converse about. With this information, create a plan and establish the framework from which your targeted law firm social media initiative can begin. For the law firm social initiative to be successful, you must approach it with an understanding that social platforms, such as a blog, are intended to initiate discussion. Being strategic about your social initiative means you commit to a conversation that will further demonstrate your legal expertise, while also encouraging discussion with subscribers. Making the commitment is the important first step. Another consideration when launching a law firm social media campaign is the need to establish core topics. Create a handful of core topics that interest you, ideally connecting your clients’ hot-topic interests to your practice area of expertise. For purposes of conversation-based law firm social initiatives, attorneys should develop 250-word blog postings around hot topics, creating a discussion thread with their community of subscribers. To generate postings that encourage discussion, ask your readers for their comments and opinions, or ask them to answer a question. A key element for a successful law firm social media program is the need to create and follow a schedule for your social initiative. Be timely and regular in your contribution to the social conversation. Those following you and engaging in the conversation will feel better about your commitment to the topic. Grow first with who and what you know. Before you announce your law firm social media initiative to your client base, send a separate brief email to those who contributed to the development of your core topics. Personally thank them and express your interest in their participation in the conversation. Ask them to weigh in on a topic, provide insight and share experience. Promote your law firm social media initiative to your entire client base. Whatever initiative you choose should be added to your signature line in all electronic communication with clients. You have seen messages such as “Follow Me” for Twitter. Consider creating your own personal tagline such as “Your opinion matters. Join your peers in the latest discussion at (blog address or blog icon here).” Post an announcement on your website, add it to your eNewsletter and share a link to the blog or social site in all email messages to clients.