While it does take time and effort to build a healthy following on social media, one way to speed up this process is to convert followers from a fan base that already exists; e.g. your competitor’s.
Before you start thinking this is a shady, under-handed thing to do, it is an ethical practice if you go about it the right way. The trick is to understand what your attorney competitors are doing right on their social pages, and what they may be doing wrong. In this way, you’ll be able to capitalize on ways to attract your competitor’s followers, as well as satisfy your current fan base.
Here are 3 quick and easy steps to gain followers by leveraging your competitor’s social networks.
1. Network With Your Competitors
To gain followers through your competitor’s social networks, you need to start by networking with your competitors. Search Facebook, Twitter, Google+, even YouTube for other law firms—on a local and global scale—that share the same practice area(s) as you. Then, connect with these law firms.
2. Analyze Competitor Activity On Facebook and Twitter
There are several free tools available to help you analyze a competitor’s Twitter or Facebook page; e.g. Fanpage Karma will give you a free analysis for Facebook, and Twitonomy offers information for Twitter.
These analytic tools can give you detailed insight into a competitor’s social media account—such as traffic information, specific posts or tweets that get the most responses, etc.
TIP: You can gain a lot of information by simply watching a competitor’s social activity. For example, are they responding to followers’ questions or comments in a timely manner? Are they responding at all? Do they regularly update their profiles with valuable and engaging content? These are all key factors to pay attention to.
3. Become a Valuable Resource
Taking your new-found analytic information on your competitor(s), use it in a way to position yourself as a valuable resource. If you notice questions are being ignored on a competitor’s page, or aren’t being answered sufficiently, post your own answers, lend helpful advice, etc., in a way that doesn’t overshadow your competitor, but rather provides quality content they’ll be happy to see on their page.
Once you’ve established your firm as a valuable resource in your competitor’s social network, your competitor’s followers will likely start coming directly to your website/blog/social pages instead.
TIP: Don’t be blatant with your posts on your competitor’s pages. Meaning, don’t directly self-promote, or post daily to their accounts. You can establish yourself as a go-to resource subtly, without stealing your competitor’s thunder. The last thing you want to do is try to adopt a competitor’s page as if it was your own—this is a great way for your account to get dropped or flagged.
For more tips and tricks on social media marketing for your law firm, we’re here to help! Contact one of our legal marketing specialists today.