Social Media for Law Firms: Focus on Quality Content Over Quantity | Good2bSocial

Lawyers and legislation corporations seem to have gotten the message about social media advertising. In truth, in line with the 2020 American Bar Association Legal Technology Survey Report, 4 out of 5 attorneys say their corporations are on social media. One in 4 reported {that a} consumer retained their authorized companies on account of social media advertising.

It’s extra apparent than ever that an lively social media presence is a should for any legislation agency seeking to additional its enterprise growth objectives in as we speak’s digital age. But you received’t accomplish a lot just by flooding your platforms with increasingly more content material. When it involves social media advertising, high quality – content material that gives guests one thing of worth is all the time – ought to all the time take priority over amount. 

What Makes Content Valuable?

Whether wanting for data or leisure, individuals need to see social media content material that’s related to them.  As a authorized marketer,  it is advisable focus on client-centric content material that addresses the issues and points that deliver guests to your pages.

Your social media posts contribute to your on-line repute. When you reliably ship content material that individuals want, they’re extra more likely to comply with you. Over time, you’ll construct a neighborhood of followers, a few of whom are prospects and more likely to change into future purchasers. On the opposite hand, whenever you publish loads of content material with out giving any thought to their wants, you threat annoying your viewers. Eventually, your follower depend will drop off and people potential purchasers will look elsewhere for the knowledge they want.

Quality Content Has the Best Chance of Going Viral

The indisputable fact that social media algorithms have change into so adept at choosing up on sure social cues implies that high quality content material is extra necessary than ever. The algorithms see viralability as a sign {that a} explicit publish is useful, invaluable, or entertaining and more likely to be one thing others would recognize seeing of their feed.  As the publish continues to succeed in a wider viewers, the major search engines can even begin viewing your rising likes, shares, and retweets as credible backlinks, which can finally assist enhance your search engine marketing rankings.

Quality Posts Increase Engagement

Keep in thoughts that most individuals are busy and can solely spend a couple of minutes scrolling on social media. Which posts are almost definitely to pique their curiosity  – these which can be driving engagement or those who appeal to little in the way in which of consideration? The truth is content material that has already been shared a number of occasions normally drives extra engagement. Creating high-quality posts that your viewers will worth will get the ball rolling on engagement, resulting in extra publicity on the platform, and finally, a wider viewers.

Quality Content = Quality Leads 

Bombing social media with a number of less-than-valuable content material can develop your viewers within the brief run. But who will make up that viewers?  If you’re not taking potential purchasers’ wants under consideration and making an effort to offer the standard content material they need, any viewers you do appeal to most likely received’t embody the high-quality leads your agency must thrive and succeed.

Tips for Balancing Quantity and Quality on Social Media

If you’re struggling to take care of the right stability between amount and high quality on your legislation agency’s social media pages, conserving the following tips in thoughts will aid you set issues proper:

1. Start with a Plan

Determine your target market and take into consideration their wants. What kinds of data can your agency present that they’ll discover useful and helpful? Develop a method round these wants and keep a content material calendar to make sure common, constant posting.

2. Follow the 80-20 Rule

Promotional content material and agency information have their place on social media, however as a legislation agency, the majority of your content material ought to be client-centric. Try adhering to an 80-20 rule, with round 80% of your content material centered on assembly your purchasers’ wants and 20% reserved for promotional content material and agency information.

3. Converse with Your Audience

By focusing on high quality, thought-provoking content material, you’ll encourage your viewers to remark and interact along with your posts. And don’t overlook to maintain the dialog going by often responding with a query or remark of your individual.

4. Focus on Sharable Content

Interactive, informative, and client-centered content material is extra more likely to appeal to the shares, likes, and retweets you’re wanting for. Consider posting occasional behind-the-scenes movies highlighting your agency and its tradition, infographics that showcase your follow areas and repair choices, and even a consumer ballot.

5. Don’t Spread Yourself Too Thin

You don’t should leverage each social media platform that’s on the market. To decide which of them your potential purchasers are almost definitely to favor, carry out an evaluation to see the place opponents are directing their advertising efforts. According to the Bar Association survey, the most well-liked social media platforms for legislation corporations embody LinkedIn (88%), Facebook (39%), Twitter (23%), and Instagram (13%).

For extra data on learn how to leverage every platform uniquely, try this eBook: Advanced Social Media Strategies for Law Firms.


Social media is a robust advertising software for legislation corporations. But your content material must be directed to the suitable viewers – potential purchasers – and their wants. Avoid content material bombing and publish solely when you could have one thing price sharing.  Most importantly, develop a plan for dependable and constant posting. Once you construct an viewers, they’ll come to rely on you for new and invaluable data – don’t allow them to down.

It’s not all the time simple to provide you with high quality, related content material, particularly for busy attorneys and authorized entrepreneurs. 

This publish has been edited and republished from Dec. 17, 2018.

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