Law firm social media can be a great marketing tool. But with so many social platforms and a high number of followers across them all, it can be difficult to keep track of every post and interaction.
To help, we’ve created a list of our five favorite law firm social media management platforms and what, in our view, distinguishes each of them. These tools should help law firms of any size gain greater social media visibility and control.
Buffer is a social media management program that allows law firms to better organize their social media output. It gives law firms the ability to create their own content and share it quickly and efficiently across social media platforms. Law firms using Buffer can improve the quality of leads generated from social media with analytics that constantly evaluate and improve messaging. Buffer’s analytics tool monitors the number of likes, shares, mentions and comments per social media post. This is helpful for law firms looking to develop long and short-term social strategies. Buffer offers multiple campaign pricing plans ranging from a basic plan for those just starting out to ones for firms that have more digital marketing experience. .
Hootsuite is one of the most popular social media tools for business. It is especially effective for monitoring engagements between firms and clients. With Hootsuite, law firms can respond to prospects through a single dashboard, identify influencers and leads, and build a library of pre-written responses to save time with outreach and communication. Hootsuite lets law firms track interaction history with clients, monitor social conversations by location and in multiple languages. Users can easily build an unlimited number of real-time reports—called “boards” — to measure the in-depth performance of their firms’ Twitter and Facebook activity. Hootsuite even tracks how long it takes individual attorneys to respond to tweets and Facebook comments, information that can be used to improve client relations and lead conversion.
Sprout is similar to Hootsuite and Buffer, but has its own unique features, starting with its “Smart Inbox” that brings all of an individual law firm’s messages from all of its social media profiles into a single stream. From the “Smart Inbox” law firms can tag incoming messages, join conversations, and respond to prospects across Twitter, Facebook, Messenger, Google+ and Instagram. According to Sprout, this type of inbox facilitates quicker response times and better client-attorney relationships. Another cool feature is Sprout’s presentation-ready reports. These reports can be tailored to certain platforms – Twitter, Facebook, Instagram – and provide an in-depth analytic look at which social media outlets are working best for the firm and where improvement is needed.
Sprinklr calls itself the “experience cloud.” It allows brands to consistently deliver valuable client experiences at every social media touch point. But our favorite feature of Sprinklr is the one that allows firms to monitor when their competitors publish social content and how their audiences respond. The feature helps pinpoint key aspects of top-performing content by other competing firms. With Sprinklr, firms can decode their competitor’s social strategy and instantly share and act on that intelligence.
Spredfast is best described as a combination of Buffer and Sprout: It allows law firms to form and execute a social media campaign, target the appropriate audience, and connect with that audience in real time. Spredfast analytics use advanced link-tagging that helps with many aspects of law firm social media management — from improving content strategy and optimizing paid dollars to driving conversions. Their content planner feature includes a dashboard that helps firms track and manage the key components of a social campaign. It provides a spreadsheet-style display that allows law firms to enter the goal of their campaign and then measure the results in real time and in one place.
Becoming a social law firm — one that’s maximizing its business development potential — requires the right marketing tools. With any of these law firm social media management platforms, we believe your law firm can operate more efficiently and achieve stronger results.