Wasting Your Time on Social Media?

Has this happened to you? You take out time from your busy schedule to post interesting content to your social profiles, only to find that the response from the audience is silence.

For social media users – new and experienced alike – it’s quite common to become frustrated by a lack of response to your law firm’s social posts. But if you’re feeling like your time spent on social media is wasted, remember that it’s not magic. It’s just a tool. And like any tool, how you use it makes all the difference.

If you want to get something meaningful out of your marketing efforts on social media, you’ve got to jump in with both feet – and with both eyes open.

So don’t waste your time being timid. Posting once a month to Facebook or Twitter is unlikely to earn your law firm notice. Your message will almost certainly be lost in the stream. To promote your law firm’s perspective and drive visibility and awareness, frequent posts are key. And it doesn’t actually take that much time. Knowing your tone and keeping abreast of current events make quick, relevant posts easy to craft.

And don’t be stuffy. Social networks are informal places where users expect to see some personality. By definition, they’re conversation spaces. The rules of having effective, persuasive conversations apply. So listen, make compelling arguments, appeal to emotion at least as much as to logic and, above all, don’t be afraid to show your audience that you care.

Don’t be fooled. There are still a lot of “gurus” out there. They’ll encourage you to bribe users to “like” you with contests and giveaways and getting your content to “go viral.” Well, your legal marketing strategy is not a game. It should be measured by return on investment, not the number of Twitter followers.

Most important, don’t be impatient. Like trust, an active, engaged audience is earned over time. Like other aspects of your brand and reputation, there are few “quick fixes” to be found. Even though paid advertising can produce immediate results – and should be part of any law firm’s social media strategy – nothing beats patience and persistence when it comes to winning the hearts and minds of your audience.

The crux of the issue is this: Being “on social media” used to be a differentiator. Now, your results will be determined less by the fact that you use social and more by how you use it to further your marketing strategy.

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