I am not a lawyer…you are…so you as a lawyer know the value of a client. It is not just a one-time thing. Once you have captured a client for your law firm and gained that client’s trust, you will have them (and their referrals) for life. However, you are battling not just your competition when acquiring these clients. You are battling review sites (Yelp and its ilk), online advertising, as well as google’s algorithm. This is where review monitoring and social media come in. If you’ve got a handle on these two, you can significantly increase your chances of having potential customers look at you instead of the other guy/gal.
How Social Media Helps Attorneys
Social media websites such as Twitter, Facebook, LinkedIn and Instagram (yes, even Instagram) can be an inexpensive way to
- find clients
- open you up to a new clientele
- keep in touch with clients
- keep tabs on the competition
- keep up with the industry
- set yourself up as an industry leader
- let yourself be found
- give your website an SEO boost
- make your clientele understand that you are relevant – after all…you are ahead of the curve by using technology to beat the crowd
Reputation Monitoring for Attorneys
There are tons of review websites on the internet targeted at attorneys. People are are more than happy to share their “honest” opinions about products and services they use, including you. Because of this, online sites such as social media, forums, and even blogs can either make or break an attorney’s reputation. While you are working hard to build your practice, one or two bad reviews from an unhappy client (or a sneaky competitor) can cause a serious dent in your finances.
This is why it is imperative for you to know what is being said about you not just on review sites, but in social media, blogs, and even large publications. This can be extremely time-consuming. Spending each day entering your law firm’s name…then each of your associates into Google and hoping that the search is accurate
You can’t win them all and chances are there’s going to be one or two bad clients who are more than willing to splatter your name all over the Web. You shouldn’t let a couple of bad clients ruin years of hard work and dedication. You want to be confident that the good word is always spreading about your law practice.
Attorney Review Monitoring and Social Media Tips
1. Use The Right Tools: You don’t have to be on Social Media all the time. Use a tool like Socialdraft. Log on twice a day for 10-15 minutes. Schedule your social media posts, check your alerts, and interact with your community.
2. Keep Attorney Advertising and Solicitation Rules in mind when you create social media posts. You’re an attorney, you know these way better than you, so make sure you follow the laws and regulations of the country and state you practice in.
3. Be consistent. This is not as hard as it seems. You’re already logging in twice a day. Just make sure you keep this habit up and you won’t get lost in the shuffle and noise.
4. Claim your profiles. Do this on all social media. This way you always have control over your brand.
5. Update your profile – everywhere. Log onto all social networks. Make sure your name is spelled right, that the website link goes to the right place. Make sure that every “i” is dotted, and every “t” is crossed
6. Update your site so your social media links are accurate and easily located
7. Make things beautiful. Make sure your logo is sharp, that your timeline images look gorgeous, and that your headshot makes you look like a complete professional.
8. Check out the competition. See what your competitors are doing. This way you don’t miss a beat.
9. Share useful content. This is above all the best type of content you can put out there. If you solve someone’s small question, you have a better chance of retaining them as a client.
10. Show your friendly side. Lawyers can be seen as scary, sometimes even evil. If you’re affiliated with a local charity, create posts about them and your activities to help them. Those who are interested in said charity, will find this favorable and remember it when they need council.
11. Keep Professional and Personal separate. This means you need to get acquainted with privacy settings on social networks where you speak as yourself. Do not share your personal thoughts on your business social accounts.
12. Do not give legal advice. Yes…we told you to help out by sharing useful information. This is entirely different from giving legal advice…so keep in mind that the rules of your profession extend to social media.
13. Target potential clients. Yeah, go ahead and use that search function. People will discuss their legal issues on social media – maybe they shouldn’t – but they do. So go ahead and do a Twitter search for “car crash”…or “cheating spouse”, or whatever your specialty is…include local when you can so you can make sure your prospects are targeted to your niche and location. If you’re not doing this now, chances are neither is your competition.
14. Join groups. Both LinkedIn and Facebook have groups. Join local groups to increase your social circles. Every person you get to know is a potential client.