Differences between Personal Social Networking and Law Firm Professional Social Media Marketing
There are numerous social sites on the Internet. Facebook, alone, has more than 500 million active users, of which 50% log in daily. Therefore, a significant number of people have had experience setting up a Facebook, LinkedIn or Twitter page or profile. For that reason, many people feel they can create a professional page and market their business through Social Media as well. I am not going to say that the average person cannot create and manage a professional account and experience success. However, those who have experienced the most success can tell you that there are crucial differences in the world of personal social networking and professional Social Media marketing. Those who have used the services of a qualified legal specific social networking consulting firm will testify that the consulting firm will save you time and money while increasing your potential client inquiries.
Law Firm Content: Keep it Professional
The typical person updates his or her social networking sites with whatever may pop into his or her head. “Saw a movie tonight with friends,” or “Planning a vacation in three weeks,” are examples of common information included on the Wall of personal profile pages. This information is relevant to those who know the individual personally, but may seem mundane or irrelevant if posted on a business page. Business readers are not likely to come back if the content does not have professional value.
Law firm professional business pages need to be produced with contemporary news, ideas, and developments relevant to your firm, practice areas and geographic location. Information should intrigue potential clients and give them examples of why your firm is a cut above the rest.
The following are examples of commonly used information on professional Social Media pages:
- Practice area or location legal news that is applicable to your firm. A Google News Alert will keep you up to date on the latest legal developments and can provide fodder for Social Media posts.
- The latest news that pertains to the firm’s practice or geographical areas. Subscribe to a RSS feed or newsletter from a newspaper local to the firm’s geographical areas. People want to know that you are well-informed and that you care about current events.
- News from well-known charities or non-profit organizations with which the firm may be affiliated, or that share a common thread with one or more of the firm’s practice areas.
- The firm’s recent accomplishments or successes, which may be meaningful to existing or prospective clients.
In short, you should post topics that will validate your legal ability and credibility while also emphasizing your compassion. These three factors could lead potential clients from your Facebook or other Social Media page to the front door of your office.
Layout, Tabs, and Static FBML
Your professional Facebook page can be designed in a manner that reassembles a highly functioning website. Various usable features and an appealing design will assist in achieving this.
- An Attractive Landing Page: Typically, when users visit a Facebook page they see lines upon lines of text courtesy of “the Wall.” And though the wall is a highly valuable Facebook tool, it is not appealing to the eye. Using a handy application known as “Static FBML, (Facebook Markup Language)” you can create an attractive and informative landing page to serve as your page’s first impression. This allows you to develop an intricate design that features a call to action, some informative text regarding the firm, and a color scheme and branding that is consistent with your company’s main site. This tab is aptly dubbed the “Welcome” tab. Making users feel welcome may convince them to look around at other tabs on your Facebook page.
- Additional Content (Beyond the Wall!): There are several ways to add various tabs to your company’s page that contain extensive content and ultimately transform your Facebook page into a miniature version of your company’s website. Static FBML allows you to create and customize additional content tabs, which may range from informative articles to a series of news and videos. I have also found it helpful to create a tab that catalogues blog posts. Each tab can contain multiple links to your main site, giving your Facebook business page a level of usability that rivals your main site. These links also increase your visibility, and ideally, your volume of clients.
Static FBML will no longer be available beginning in March 2011. Facebook users are looking to iFrames as a suitable replacement, and some believe upgrade.
To see an example of a professional Facebook page, check out this law firm personal injury Social Media page from Pennsylvania personal injury attorneys Munley, Munley & Cartwright. Please see the law firm Social Media section of our Consultwebs.com website for additional examples.
The Approaching Rise of Social Media
The Internet is booming with predictions for the 2011 year in Internet marketing. One of the most consistent predictions addresses the rise of Social Media as a marketing tool, namely relying on Facebook, Twitter, LinkedIn, with the occasional mention of StumbleUpon. LinkedIn has emerged as a superb method of networking and showing your law firm’s expertise. As these predictions come to fruition, professional Social Media law firm marketing will be a necessity rather than a supplemental luxury.
Some firms are already achieving incredible success through the use of Social Media. However, the success of a professional Facebook profile, like that of a website, is tied to visibility and professionalism. Professionalism can be achieved by following the suggestions listed above and the creation of an attractive landing page and comprehensive, meaningful content. Visibility can be achieved by using simple techniques, such as adding videos or attaching links to your Social Media platforms in your e-mail signature and website, or referencing Social Media links on your business card.
Keep in mind that the central idea behind Social Media is interconnectedness, and that can be a solid foundation for any law firm marketing campaign!
We invite you to view and subscribe to our Facebook, Twitter and LinkedIn sites or join our law firm LinkedIn listserv. To learn more about what Social Media can do for your law firm, please contact us at marketing@consultwebs.com or call us (800) 872-6590.
