Public relations and marketing have been an essential component of every successful law firm.
In the past, PR teams focused on traditional marketing tactics. However, social media has quickly become an integral part of any PR strategy.
Social media has enabled law firms to increase their brand awareness, connect with clients, and amplify their messaging to reach a wider audience.
In this blog post, we'll explore the concept of social media engagement in law PR and how it can benefit your law firm.
What is Social Media Engagement?
Social media engagement refers to creating, sharing, and interacting with social media content and is more than just posting.
It involves responding to comments and messages, showcasing knowledge, establishing your brand’s thought-leadership, and building relationships with your audience.
When a law firm engages its audience on social media, it can increase brand awareness, improve brand reputation, build authority and even help in the overall recruitment process.
Benefits of Social Media Engagement for Law Firms
Increased Brand Awareness
Social media allows law firms to reach out to potential clients and establish their brand. According to Sprout Social, there will be over 4.89 billion social media users in 2023.
Compare this with the Pew Research Center estimating that there was a total U.S. daily newspaper circulation (print and digital combined) in 2020 of 24.3 million on the weekday and 25.8 million for Sunday.
This means social media is unmatched when for audience, demongraphic, readership etc. Add in hashtags, consistent content quality, search engine optimisation, the inclusion of keywords and long tail keywords, and posts will have greater visibility and broader reach.
Building Thought-Leadership
Social media engagement can aid in setting an attorney apart from competition by building thought-leadership. By creating and sharing content relevant content that resonates with their audience, a law firm can establish trust and credibility among its followers.
This helps to answer initial questions, and educate potential clients about their case or legal situation before they even pick up the phone.
Remember, people don't want to read what everyone else is saying. The sci-fi movie, 2001: A Space Odyssey opened in 1968 and had video screens, digital cockpits, in-flight TVs, and tablets, all of which did not exist then.
This sparked conversations and led to innovations.
Thought leadership is about providing expert insight and opinion on current issues that provide new information to readers and spark conversations.
A today example of thought leadership is if you are a FinTech lawyer in Asia, you might write an article on 'How the U.S. banking crisis will shape startup funding in Hong Kong and the region".
Connecting with Clients
Social media provides a platform to connect with clients on a personal level. Law firms, through social media, can respond to comments or even create private messaging channels that allow for direct one-on-one communication.
Law firms can also use social media to create meaningful customer experiences that help to build long-term rapport.
Relationship-Building
Social media engagement can enable law firms to deepen their relationships with clients while at the same time, increase the likelihood of their referral or recommendation to others.
When a law firm engages with its followers on social media, it shows interest and creates a conversation fostering partnerships, strengthening brand loyalty and encouraging future patronage.
Summary
Social media has opened new gates for law firms to expand their brand horizons, reach out to potential clients, expand their digital footprint, and generate leads that would have otherwise been missed.
This is a powerful tool to connect with clients, build relationships, and showcase thought-leadership.
By incorporating this strategy into your PR plan, you can expand your firm, grow your client base, and ultimately improve your bottom line. Don't wait to jump into the world of social media engagement in law PR - the opportunities are too great, and the rewards too plentiful to ignore.
At Eight PR, we understand the unique challenges facing law firms in maintaining a positive public image.
We have the expertise and experience to develop customized strategies tailored to your firm's specific needs, helping you attract new clients, build trust, and establish your brand as a credible authority in your area of practice.
Contact us today to learn more about how we can help enhance your firm's reputation.