Any approach that involves time or money should always require a plan of action.  That being said, before your law firm jumps on the social media train, you want to make sure that you have a well thought out plan.

Here’s a 10 step guide to setting up your law firm’s social media:

1. Set your goals.

This should be addressed, but just in case you didn’t know, once you establish what your law firm’s goals are, it will be much easier to lay out the rest of your plan.  What do you want to get out of social media marketing?  Why are you doing it?  Are you trying to generate leads? Are you using it to build relationships with existing and potential clients?  Answering these questions are a great way to establishing your law firm’s goals.

2. Evaluate your resources.

Do you have someone who will be maintaining your social media accounts?  Do you have the technical in-house ability to generate content?  If not are you willing to learn?  These questions need to be addressed before you continue with your social media campaign.  You want to make sure that you have the right people for the job.

3. Get to know your audience.

Find out information on your target audience.  Knowing where they spend their time online, their interest, and what they want out of your services.

4. Create quality content.

Content is key!  Once you establish where your audience spends their time, what kind of content do you think would be useful or enjoyable for them?  Offering new and useful content can help form conversations, which will one day turn into leads.  Read our previous blog on Content generation to learn more.

5. Integrate your marketing efforts.

Use all your social media outlets to cross promote your services.  An example of this would be having a blog post, and then promoting this post via Twitter and/or Facebook.  It generates more traffic across all of your social media outlets including your website.  There are a number of other methods which are a great way to promote your social media presence.

6. Create a schedule.

Designate specific times for when you post a status on Twitter or post a picture on Facebook.  Creating a routine schedule will make it easier to maintain and follow up on your law firm’s social media marketing efforts.

7. Apply the 80-20 rule.

There’s the general 80-20 rule that is usually applied to other business management styles.  In this case, use the 80-20 rule in your social media efforts.  Spend 80% of your time by posting content that is relevant to your audience to increase engagement.  Content about your law firm and your services should be posted no more than 20% of the time.

8. Focus on quality, not quantity.

It’s easy to want to be popular and gaining a large number of followers seems great, but numbers don’t always mean everything.  Having 10,000 followers who sign up just to follow you but never engage with anything that you post doesn’t compare to 1,000 highly engaged loyal followers.  In the end, the quality of the followers is the ones who generate lead.

9. Give up control.

Give your audience an opportunity to take control of the online conversation whether it is on Twitter, Facebook, or any other social media outlet.

10. Continue learning.

The social media world is constantly changing, so don’t forget to keep up on the trends.  In any successful organization, you need to adapt to change and accept it.

At James Attorney Marketing we know that setting up a social media campaign can be extremely time consuming. If you need help, don’t hesitate to contact us.

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