Social media never sleeps, which may make you feel like you have to monitor your accounts 24/7/365. That’s easy if you have a designated social media specialist but what if you’re a busy attorney wearing multiple hats?
30 minutes is all you need to establish a strong social media marketing strategy. Fit your online to-do list into half an hour a day using these social media marketing tips for time-crunched attorneys.
- Ditch some social media platforms
More isn’t always better when it comes to social media marketing for attorneys. Trying to build a presence on all social media platforms—the “shotgun approach”—can lead to a scattered and time-consuming strategy. Instead, attorneys should focus on only the most effective platforms for their particular audience demographics.
For instance, a DUI defense firm striving to appeal to an audience of Millennials—those born in the early 1980s to about 2000—could focus on Facebook for the greatest social engagement (according to the Pew Research Center, more than 80% of online adults ages 18 to 29 use Facebook, alongside nearly as many users ages 30-49). A corporate law firm, on the other hand, would probably experience higher ROI on LinkedIn because of its professional nature.
Changing your approach from hitting every single social media site to only the two or three that are most effective is an ideal way to start paring down your social media activity into 30 minutes a day.
- Prioritize the most important actions
Most law firms have similar goals for their social media marketing: attract followers and connections, improve branding, increase SEO, attract clients. There are many avenues available to reach those goals such as sharing content, promoting contests, and sponsoring ads.
With so many things to do, you must prioritize the most effective actions first:
- Sharing content
- Posting updates
- Replying to comments (negative and positive) and questions
- Connecting with influencers and followers
- Checking statistics and keywords
Posting updates and sharing content
Regular content keeps your pages active, updating your followers about your brand’s latest news and pushing valuable content to their news feeds.
Replying to comments and questions
What’s the point of having social media accounts if not to engage with your audience (which includes potential clients)? Yet, a lot of attorneys do not reply to comments and questions as part of their law firm’s social media marketing strategy.
Big mistake. Taking just a few minutes every day to respond to your audience can promote brand loyalty, build your social media following faster, and lead to more conversions and referrals. Even a simple response to a Facebook comment about your latest blog article can leave a lasting impact. For instance, you could write: “Thank you, Sarah! We’re glad that you found our article helpful. Please reach out to our friendly team at 888-888-8888 or www.yourlawfirmsite.com if you have any personal injury needs.”
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Connecting with influencers and followers
Expand your network on LinkedIn by connecting with LIONs (LinkedIn Open Networkers). LIONs have thousands of connections, which means that you’ll be one degree closer to a lot of people. Additionally, joining local groups like “Philadelphia Networking Professionals” puts you in touch with relevant connections.
Platforms like Twitter, on the other hand, require you to connect one on one. Reach out to several new connections a day to increase the effectiveness of your law firm’s social media marketing.
Checking stats and keywords
Review important stats daily: clicks, engagements, eyes on your posts, and trending keywords, just to name a few. You will learn the optimal times for posting on different platforms, the types of posts that perform best, and which trends to take advantage of.
- Experiment with scheduling
See how long it takes to complete each of the above actions and jot down a rough daily schedule. For instance, your schedule could look something like this:
- Posting updates and sharing content: 7 minutes
- Replying to comments and questions: 7 minutes
- Connecting with influencers and followers: 3 minutes
- Checking stats and keywords: 6 minutes
Those priorities will take a total of 23 minutes. That means you still have 7 minutes left to address your law firm’s other social media marketing needs, like setting up social media ads and analyzing goals and strategies. Of course, this is just a sample. Your practice may find that you need to spend more time on sharing content and less on checking stats. The key is to experiment and find what schedule works best for your law firm’s social media marketing needs day by day.
One tip to help you stick to your 30-minute-a-day schedule: set a timer. Imposing a deadline will keep you focused and prevent lollygagging on social media—a huge time waster.
- Prepare content ahead of time
Preparing your content ahead of time can cut down on your daily to-dos. Craft your Facebook updates, Tweets, and LinkedIn statuses on Monday for the rest of the week, or use the “scheduling” functions on your social media accounts to set up your posts the day before.
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