COVID-19 has significantly influenced media consumption habits. With nearly all public gatherings cancelled, online and social media usage has exploded. People are driven to outlets like LinkedIn and Facebook for entertainment, connection and education.
This is the perfect time for law firms to amplify their social media marketing to build relationships with new and existing clients. But that doesn’t mean anything goes. Law firms need to continue to approach their social media marketing efforts with planning and intention.
Whether your law firm is new to social media or simply trying to navigate this new world, consider the following adjustments to your strategy to maximize success.
Law Firm Social Media Strategy Tips Amid COVID-19
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A key consideration in social media marketing is determining the ideal time to post. To increase engagement with your firm’s content, knowing when your followers check in online will ensure your content reaches the broadest audience. Recent studies have shown that sheltering in place has changed people’s daily routines, causing a significant shift in ideal post times. Therefore, it’s important to start testing out new publishing times. According to Sprout Social, the best times to post on Facebook right now are Monday, Wednesday and Friday from 10–11 a.m.
Only Post With a Purpose
This is not the time to post frivolously, even if your posts were planned out months ago in your firm’s editorial calendar. Instead, review and pause scheduled posts that don’t inform, educate or benefit your audience. Leaders in the industry will keep their audience informed of adjustments, adaptations and government programs in response to COVID-19. Tweak your content strategy to provide the most helpful and informative content for your readers. How can you make your law firm’s content stand out, when every law firm is writing and marketing about the same Covid-19 topics over and over? We’ve got some ideas in our past blog post.
To stand out and connect with your audience, try infusing a more authentic and human-like tone into your posts. People care and trust other people more than they trust organizations or law firms. This was true before the pandemic, and it’s especially true now. This is an ideal time to share honest stories and information.
Change Your Bios
If your law firm’s operations have been impacted in a meaningful way, your social media bios should reflect that reality. For example, if your hours have shifted or you’re leveraging Zoom or other remote tools, set that expectation. Make it easy for people to know how and when they can reach you. Another place to keep firm updates front and center are pinned posts on Twitter and Facebook, and highlights on Instagram.
Repurpose Your Winners
With recent shifts in day-to-day activities and strategies, time is a valuable commodity for law firm marketers. Although you want to be consistently active on social media, you might find yourself strapped for time. In this case, repurpose some of last month’s winning social media content. Look for the pieces that garnered the most engagement and deconstruct, repackage and republish them. However, only republish content if it remains relevant and valid.
Join and Participate in LinkedIn Groups
During this time of heightened social media usage and engagement, LinkedIn Groups can add even more value to your social strategy. A simple way to engage your law firm’s target audience and build relationships is to participate in industry-related LinkedIn Groups. Consistently comment on content, add to discussions, ask questions and connect with other people in the group. You could also create a group and facilitate relevant discussions. This is a great way to build credibility and establish useful industry relationships.
COVID-19 requires law firms to pivot in their social media strategy and marketing engagement efforts if they want their firm’s audience to stay engaged and their marketing efforts to remain relevant. Use these tips to make your law firm’s pivot amid COVID-19 easier.
If you need assistance with your law firm’s social media strategy, reach out to us today. We have vast experience helping lawyers and law firms achieve measurable success through social media.