Everyone and their gran is on social media these days, and we’ve all stopped being surprised at the sheer range of businesses trying to make this free marketing platform work for them. Social media has given everyone an equal platform for free speech and made us all important questions about who is responsible for the content shared and how we should protect vulnerable members. It all happened so quickly, our laws have struggled to keep up.
When it comes to law firms using social media, there are many arguments for and against, and enough examples of this in practice to back them up. Provided you have a strategy in place for making social media work for you, there’s no reason law firms can’t be successful on social media.
1. Importance of Policy
First things first, you need to establish a strict policy on what is and isn’t acceptable on social media so there can be no confusion. There’s no shortage of social media scandal stories where employees have posted ill-thought out photos, statuses and videos that quickly come back to bite them. This doesn’t only apply to the social media accounts associated with your firm, but can also apply to personal accounts owned by your employees.
2. Crisis Planning
The most important social media plan you will ever make is also one you will probably never have to use. There are multiple levels of crisis management, from spotting the problem to running damage control and finally learning from your past mistakes. You ideally want to be aware of the problem before you have a national media outlet on the phone asking for a comment, so make use of social listening tools to keep an eye on
3. Recruitment Gold
When researching a company before the interview, many candidates will head straight to their social media profiles to get a feel for the office culture. One way law firms can effectively use their social media accounts is to showcase what they have to offer new recruits. Some companies will find this most effective on a professional platform such as LinkedIn or Medium, while others will favour a more casual platform such as Facebook or Instagram.
4. Get Visual
One of the biggest concerns law firms have when deciding whether or not to bite the social media bullet is that law isn’t a visual industry. This couldn’t be further from the truth. The law might be excessively wordy at times, but your social media presence doesn’t have to be. Take cosmetic surgery negligence solicitors, for example, they have now started using various platforms to raise awareness for botch surgeries.
Just like cigarette packets, they are now taking to shock images to show that elective surgery is a risk and that whenever it is carried out, people need to be confident in their surgeon. This is just one of a number of different law firms that have taken to the visual accessibility of social media – showing a clear move towards entering into the modern world of marketing in order to speak to younger audiences.
5. Blaze Your Own Trail
You don’t have to follow the pack with social media, and it might take a while for you to establish a way that social media can work best for you. Blaze your own trail and make your mark on social media for maximum success.