While social media was not embraced by lawyers a few years ago, today things are much different. These days attorneys realize that social media is a very good way for them and their firms to engage with their targeted client base and to enhance their reputation – that is if it’s used correctly. Facebook is still the world’s largest social network that is used by people of all ages and from all walks of life. A Facebook fan page can be a real asset to any law firm as it provides the ideal platform for engagement.
Don’t Gather Fans but Rather Engage!
While it’s perfectly fine to ‘collect’ Facebook friends for your personal account, focusing on gaining a lot of fans for yourlaw firm’sFacebook profile is a waste of time. Those law firms and other businesses that flaunt how many fans they have on Facebook really don’t have anything to brag about as studies have proven that less than 7 percent of fans interact with a brand’s Facebook fan page via comments, likes, etc.
How to Properly Engage on your Facebook Fan Page
Instead of obsessing about how you’re going to get more fans than the other law firms in your area, you should focus on engaging with the fans you already have. If you can do that correctly, your fan base will grow naturally. The key to engaging is to publish content that will provoke responses. You can do this by bringing up local news stories which pertain to law. You can ask people on your Facebook fan page what their opinions are about current law or what they would do to change certain laws and why. This is engagement at its best so use your creativity and publish content you would like to read yourself and encourage your fans to make comments on your posts.
Link your Facebook Fan Page with Your Blog
The most successful law firms today all have blogs. Do you know why? Because blogging provides lawyers with an ideal platform for connecting with clients. A blog is also a great way to enhance a firm’s reputation which is indeed significant as most people know that law firms often get a bad rap. So, if you are not yet blogging, get to it! It’s easy to set up a blog and it only takes a few minutes a day to make a post or two. Once you have your blog up and running, link it with your Facebook fan page by adding a ‘Like Us’ button to your blog. And, when you are adding content to your law firm’s Facebook page, drop the link to your blog every few days or so and tell people what they’re missing over there. It only takes one well-written, provocative blog post to go viral so let those creative juices flow and blog your heart out!
A law firm can indeed benefit from fan pages on Facebook. However, those firms which do very well on social media are not worried about having tons of fans but rather are zeroed in on becoming engaged with people. If you don’t feel you have the time or social savvy to properly engage with your fans on Facebook find someone who does. A top idea is to give the job to someone working at your firm who is very active on social media. That type of person will probably do a great job of maintaining your Facebook fan page and may even have fun doing it!
- Image courtesy of Cheap photo stock
Randy Kent writes about social media, online marketing and business development.