Social media helps friends reconnect and keeps everyone updated on each other’s lives. Social media has also given rise to influences, the Kardashians are a great example. Without social media, no one would know who the Kardashians are.
From makeup and fashion to lifestyle and religion, pretty much everything is on social media in one way or another. Attorneys can also benefit from social media. However, the best social media practices for attorneys will probably differ from those used by influences and even average posters. After all, you’re trying to drive up clients, not give tips on how to apply eyeliner.
If you’re new to using social media to boost your professional reputation, here are some tips to help ensure you’re presenting the best image.
What Not to Do on Social Media Sites
Before getting into the best social media practices, there are a few things you don’t want to do as an attorney. While these behaviors aren’t going to jeopardize your law license or get you kicked out of your practice, they’re also not going to boost your profile.
Every post you make should be authentic, so, in other words, don’t be fake. For example, if you’re not known for possessing a strong sense of humor, don’t start posting jokes online. This also applies to the tone of your posts. Don’t try to be someone other than yourself.
There are countless social media sites. Some are globally visible and others cater to a small niche. Your goal isn’t to appear on every platform. There simply isn’t enough time to practice law and keep up with countless platforms.
Even staying current on three or four platforms can quickly turn into a full-time job. If you’re just getting started on social media, start with one platform. Try to use one your clients frequently visit. Once you’ve started building a following, you can expand to one or two more sites.
Social media is a place to connect and not advertise. Don’t use your site as a billboard. This is a place for you to talk to potential clients and answer a few questions. Social media also isn’t the place to start giving out free legal advice. Save this for the office.
Don’t be afraid to apologize since you may slip up and make a comment that’s considered somewhat controversial. Just make sure to apologize quickly and be clear you understand you made a mistake.
Don’t be afraid your apology will make you appear like an ineffective attorney. Everyone makes mistakes, it’s part of being human. Your willingness to acknowledge your mistake makes you seem more approachable and relatable to future and existing clients.
Best Practices for Using Social Media
Now that you have a good idea of what not to do on social media, it’s time to look at the best practices. This starts with the platforms you may want to have a presence on. Facebook and Instagram are great options.
Since the two platforms are owned and operated by Facebook’s parent company, it’s a breeze to post content to both sites. If you’re searching for ways to save some time updating your social media accounts, this is a great option.
Oh, and don’t forget about X, formerly Twitter. Even with the recent controversies, X is still a great platform for attorneys. Another great platform is LinkedIn, where you can directly connect with other legal professionals.
So now you’ve decided on the platforms you want to use, now it’s time to start using the best social media practices.
Research Your Potential Clients
Don’t worry; you’re not going to put your firm’s investigative staff to work. However, you do want to do some research on who you consider your ideal client. If you’re an accident attorney, you don’t want to target clients charged with retail theft. You get the idea: your ideal clients are individuals whose legal issues mirror your field of expertise.
Before you start posting, take some time to read other posts. Find out what your targeted clients are saying. Your posts may want to reflect some of their concerns, but don’t forget to be authentic. Readers can usually tell if a post is fake or authentic.
Once you have a good idea of your ideal client’s interests, go ahead and make a few posts to gauge their reactions.
Be an Expert
Okay, don’t go overboard on presenting yourself as an expert. Remember, you’re posting in your capacity as an attorney. Don’t start giving out gardening advice or recommend a daily exercise schedule. Leave this to fitness and horticultural experts.
You do want to be viewed as an expert in your niche. For you, this is the type of law you practice. Go ahead and discuss any changes to the law. You can also answer simple questions but don’t get too in-depth. The goal is to drive clients to the office and not to become an online attorney.
Communicate with Your Audience
Building an audience can take some time, so don’t be discouraged if you only have a handful of followers for the first few weeks or even months. Building a social media presence takes time and some work.
A great way to boost your online profile is by communicating with your audience. As we’ve mentioned, answering simple questions before, and this is a good way to build trust.
Responding to comments can also help increase your social media presence. However, take some time to think about your response.
Remember: once a comment is out there, it’s impossible to take back.
Have a Set Social Media Policy in Place
Before you start posting pics and comments, it’s a good idea to have a social media policy. For example, are you solely responsible for posting content, or will others also be using the platform? When will you post content?
Yes, this is another thing that you’re going to want to consider; you want your activity to be reliable. You also want to have a policy for dealing with negative posts. Once you have these guidelines in place, you’re probably ready to start using social media as an attorney.
Benefiting From Social Media
Social media isn’t just a playground for influencers; it’s a valuable tool for professionals from all fields, including law. As an attorney, you’ll want to stick to certain best practices, but that doesn’t mean you can’t enjoy yourself.
Keep it real, engage with your followers genuinely, and you’ll find that social media can be a powerful ally in boosting both your and your law firm’s presence.
