No, Social Media Won’t Ruin Your Law Firm’s Brand

No, social media won't ruin your brand

Every week I talk with attorneys who are hesitant about using social media to market their law firms. For many of them, it boils down to something like this:

I don’t want to be the kind of attorney you can find on Facebook – my clients are more sophisticated than that.

or

Social media isn’t worth my time, and it’s just going to hurt my reputation anyway.

These kinds of statements indicate immediately that law firms are missing out on a crucial opportunity to establish their reputation in the community, provide useful information, and build their brand.

Here are just a few of the reasons your law firm needs to be active on social media sites like Facebook:

  1. You control your brand.
    If you are not on social media telling your firm’s story for yourself, someone else will do it for you. Establishing your firm’s presence allows you to drive the conversation about you in the community, which is far preferable to waiting until someone says something negative to respond.
  2. People are looking.
    Legal consumers, especially millennials, are looking for you on social media. According to a recent FindLaw study, 37% of millennials, and 20% of general legal consumers are incorporating social media into their search for a lawyer. If you aren’t there, these potential clients will go to a firm that is.
  3. The possibilities are limitless.
    Social media offers a uniquely powerful tool to reach new potential clients and gain their trust. 79% of all Americans use Facebook. And through paid advertising, the social media giant enables businesses like yours to reach exactly the users who are likely to be interested in your services. Your ability to connect to new potential clients on Facebook is unparalleled through any other marketing channel.
  4. You won’t be alone.
    Other highly sophisticated, well-respected organizations have already embraced social media. Think of government entities like the Federal Reserve, respected media outlets such as The Atlantic or New York Times, and even universities like Princeton – all of these organizations can be found on social media. And they’re using it to start a conversation with the communities.
  5. You have what it takes.
    Lastly, you already know how to be effective in social settings. You just need to take the approach you would bring to a cocktail party online. Share stories that are interesting; provide nuggets of information that would help someone going through a legal challenge; and most importantly, be authentic.

Hopefully your law firm is already engaging on social media, but if you aren’t, there is no time like the present to start.

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