Not all content is created equal. In fact, law firms that leverage a content strategy using certain content across specific channels are likely to see better engagement across all platforms. Every social media tool has its own audience, and that audience has come to expect certain types of information in their feed. Each of the major platforms is different, so it helps to have an understanding of what performs best in each arena. Here is our quick guide on the content that law firms should use to optimize their social presence across each channel.
A Law Firm’s Guide to Posting Content Across Each Social Media Platform
Facebook: Videos and Behind-the-Scenes content
The goal of Facebook is typically to build a brand and begin to engage with an audience. Buzzsumo found that video is likely to engage better than any other content, so that tends to be the best place to start. Good options for videos are educational guides, answering FAQs, summaries of blog posts or white papers, or introductions to your attorneys. Another great Facebook content idea is sharing behind-the-scenes (BTS) photos of your law firm. There are many ways to do this. Introduce your attorneys, include images from office events or even include bloopers of your video campaigns.
Instagram: High-resolution photos, Quotes, Stories, and Office culture
Instagram is a platform where you really want to showcase your law firm’s brand and culture. When you demonstrate your knowledge and experience, do it in an engaging and interactive way. For a law firm, those pictures can be behind-the-scenes of your office or team, or user-generated content. Motivational quotes are also hugely popular on Instagram. You can also use free design tools to create graphics with quotes – our favorite is Canva. The Stories feature is great for making announcements, posting time sensitive offers, polling your audience or reposting user generated content.
Instagram is also a great recruitment tool. Including images and videos of staff members (interns and associates too, if you’re looking to recruit young people) enjoying themselves at fun company events, might help sway someone on the fence about joining your practice.
Twitter: Curated News, Thought leadership blog posts, and GIFs
Twitter is still a destination that people rely on to get news. According to an API survey, 40% of people are on Twitter to keep up with breaking news. That means it’s a great platform for sharing news about the industry, your firm, or current events – as well as your unique take on those events. Curate high-quality, relevant content to share on Twitter and link to other media (like a video or article) for more engagement.
Rich media such as videos and GIFs can help you better communicate your intended message and drive engagement. The Twitter feed moves fast, and everything you can do to stand out will help you have success on the platform.
LinkedIn: Jobs, Company news, Virtual Events, and Professional Content
This is the platform best suited to professional goings-on. It’s a great channel for users to learn about job openings in your company, and firms should use their company page to share accomplishments, company culture, and what their employees like about working there. LinkedIn is also an ideal place to share firm news, thought leadership, and to invite guests to register for upcoming webinars. You can also host webinars directly on the platform with LinkedIn Events. To learn more about creating thought leadership for LinkedIn, read our previous post.
YouTube: Educational deep dives
Videos that perform well on the platform are those that are informative and cover trends or are educational. For example, take a complicated legal issue and break it down into easy-to-understand videos. Take a look at Latham & Watkins YouTube videos and you’ll notice their law firm’s content is educational yet still conversational. One of their more popular series breaks down health care and science terminology, explaining legal and regulatory terms. Notice how this firm takes advantage of the description section by adding a link to a gated eBook they offer. This is an excellent lead generation tactic.
Tip: avoid complicated legal jargon if you want your prospective clients to stick around.
Pinterest: Infographics and Step-by-step Photo Guides
Pinterest is an extremely visual platform, which doesn’t translate for every industry. That doesn’t mean you shouldn’t have a presence there, though. It’s ideal for vertical images, like infographics. Photo guides are very popular – consider creating one on your subject matter expertise (such as tax preparation or the legal steps people should take after getting married). Try performing a search on certain topics on Pinterest and see what is popular.
It’s important to tailor your law firm’s social media content to each individual platform. Doing so requires a bit more thought and preparation, but is likely to yield better engagement, stronger brand awareness, and more leads.
If you need help developing a strategy for delivering the right message in the right way on social media, contact us today for help. We help law firms of every size create impactful, scalable social media marketing strategies.