You’ve probably heard of six degrees of separation, but what about 3.74 degrees? On Facebook, there’s an average of only 3.74 degrees of separation between any two of the over 800 million members. By making use of these social media connections, messages can be spread much further than through traditional word of mouth.

Social media amplification is the concept of delivering a message and sharing it far and wide through the interconnections that exist among everyone in your networks. For example, according to Sheryl Sandberg, COO of Facebook, if just four people share information about a business’s brand, that message will reach one million Facebook users. That’s amplification!

For firms interested in amplifying their online presence, FindLaw has some tips to make it happen.

1. Interact, don’t broadcast.

Don’t confuse social media with traditional advertising. Social media is not a billboard, commercial, or one-way street for communication. Unlike traditional advertising mediums, social media is a conversation. It’s up to you to keep the conversation going. You can do so by sharing, replying, and commenting.

2. Do good.

Remember, you’re not just an attorney but a member of the community as well. You should use social media not only to promote your practice, but to start conversations about local events and legal issues. Once the conversation has started, remember to be a responsible and respectful social participant.

3. Be real.

While it’s important to be respectful, you should always let your personality shine through. Posts that are too lifeless or formal can come off as marketing material and have a tendency to alienate readers. Since consumers now prefer businesses that have a social media presence, this is your chance to pull back the curtain on your firm and show that there’s a real human there.

4. Make lists.

Everyone likes a good list. Lists are a great way to engage with your social networks, while showing off your legal expertise. Put together a list of legal tips related to an area of your practice, such as the Top 10 Things to Do After a Car Accident or 5 Reasons to Create a Health Care Directive. Make sure the list is both informative and easy for a consumer audience to digest.

If you have questions about how to expand your firm’s social media presence or would like to get started, you should contact your local lawyer marketing consultant.

Mark Jacobsen, Senior Director of Strategic Development
with Corey Licht, FindLaw Audience Team

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