Tech Tips – Growing Your Law Practice with Social Media Marketing Tools

By Susan Hilliard, Webmaster & Writer

Social Media Marketing can be used as an additional tool in your law firm’s integrated marketing communications plan.  Social media tools will allow your firm to post short messages promoting your service, articles written, website content, relevant family law news, and messages you’d like to share with your connections.  It’s a good idea to include links to articles on your website or other sites mentioned in your posts or tweets.  Keep the subject relevant to your business and focused on marketing your services.

Here are two of the most popular social media tools and a little information about each one:

Facebook can provide multiple purposes or benefits for your family law practice. First Facebook can be used as a marketing tool for your law practice and second as a source for evidence in divorce cases.  According to this article, twenty percent or one in every five divorces filed in the US mention Facebook as one of the reasons for divorces.

Twitter.com is not only a social media marketing tool but also a micro-blogging service.  This platform can be used to share short targeted content (your services, press release titles & links, article titles & links, family law news titles & links) to your followers.

The business-marketing world is changing daily. Will your practice stand by and allow a golden marketing tool to pass your firm by or step up to the challenge of learning these new tools. As of 2011, there were more than 750 million active users on Facebook and more than 5.3 billion fans.  Twitter had more 200 million users with 10 billion tweets being processed in a single year.  This should give you an idea of where your audience is and why your firm needs to cash in on the benefits this can offer.

Does our practice really need this? We’re too busy to add social media? Let me share Dell’s published case study entitled, Use of Twitter, and then you decide. In the study Dell reported earned revenue of $3 million; $2 million in referral sales & $1 million in new sales directly attributed to their twitter account, @DellOutlet.  Can you afford not to add social media marketing tools into your marketing plan?

What can social media marketing do for your family law practice?

  • Look like the expert you are, by posting relevant breaking news on family law.
  • Build your practice’s character and reputation in front of millions of possible new clients. Gaining trust can deliver results, turning friends and followers into clients and new business.  (Brand Building)
  • SEO (Search Engine Optimization) – by adding incoming links to your website on each post or tweet you not only increase website traffic, you increase your web profiles in search engines.
  • SMO (Social Media Optimization) – is one of many online methods of website optimization. SMO uses social media activity (tweets/posts) to attract visitors to your website content.
  • Focus on people and building friendships, which can send business and referrals to your practice.
  • Adding another arm of customer service and marketing to contact your practice.

Ethical conduct on social media platforms comes into the picture as a lawyer.  What should you as a lawyer not post or tweet? Here’s an excellent article I would suggest you read by Kevin O’Keefe, entitled Is social media for lawyers as dangerous as the ABA Journal implies?

Another great resource for Social Media Marketing; Social Media Marketing For Beginners.

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(Also posted in the Family Law Section of the Florida Bar)

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