Common Social Media Mistakes Law Firms Make (And How to Avoid Them)

Tanmay Ratnaparkhe

December 19, 2023

In case you weren’t aware of the facts, most legal firms consider social media marketing to be one of the best channels to market their services. About 83% of law firms hire external agencies to manage their social media marketing strategies.

However, most law firms face some of the biggest challenges while promoting their profiles on social media channels. Some of the major challenges are website and mobile optimization, social media management, choosing the best analytics tools, competing with larger firms online, and getting clients to leave reviews.

Ever wondered why the big names in law firms are on social media and how you can use the channels to your advantage?

Here, we have the answers you are looking for!

We will discuss the top 5 mistakes that law firms make on social media, devise the top 5 strategies to overcome these mistakes and get you started.

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Before we start with the social media mistakes law firms make on social media, let us understand why law firms need social media marketing:

1. Enhance Credibility and Reputation

Social media marketing helps law firms establish consistent branding through their professional profiles. One of the important ways is to share success stories, post relevant content, engage with other industry leaders, study competitors well, and respond appropriately to their audiences.

2. Build a Strong Online Presence

Did you know that about 84% of law firms generate leads through social media traffic?

Law firms must regularly analyze their social media results, adjust strategies, indulge in cross-promotion, giveaways, contests, etc., collaborate with influencers, and use effective hashtags to build a strong online presence.

3. Reach a Wider Audience

Social media has a wide reach, and this is a vital reason why lawyers use social media. About 76% of lawyers prefer LinkedIn, 60% prefer Facebook, and 37% prefer X (formerly Twitter).

Law firms can optimize their profiles, use targeted advertising, and post a variety of SEO-enriched content to attract a wider pool of customers. There are various social media campaigns and advertising strategies that law firms can use to engage with followers.

Law firms can share case studies, educational content, legal news and updates, and tips and advice with prospective clients on social media platforms. Several digital marketing strategies can empower law firms to engage with their clientele directly.

5. Direct Interaction with Clients

Engaging with clients and building a community around the law firm can encourage a sense of belongingness, trust, and loyalty among clients.

Clients can ask questions, clear doubts, seek legal assistance, and interact with the experts more openly. Such interactions are only possible through social media and not traditional channels.

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Now, let us look into the 5 most common social media mistakes law firms make on social media!

This is one of the most common social media mistakes law firms commit. Several law firms fail to recognize the relevance of social media. This leads to them missing out on valuable opportunities to engage with their prospective clients.

A one-time post does not solve the purpose; consistency is the key. Followers generally forget about the brand if there is no regular content to keep them engaged.

Additionally, inconsistencies in tone and messaging across different social media channels can confuse the audience. Sticking to only one style of posting messages or haphazard response times can result in missed opportunities to connect with a broader audience.

Social media engagement is a two-way street! Law firms fail to respond to consumer comments, messages or mentions on social media. This can cause law firms to be unresponsive or indifferent.

Social media engagement also refers to monitoring key discussions about the legal industry and potential opportunities or responding to consumer reviews and feedback in a professional way.

Your target audience can be immensely impacted if you rely on automated or generic responses or fail to showcase expertise. It is essential for law firms to engage with their audience and establish credibility actively.

3. Lack of Targeting

Another mistake that law firms make is the failure to identify the target audience. It is important to grasp opportunities to connect with potential clients. Using jargon or overlooking demographics drives away your audience.

Law firms can target their audience using hashtags, cations, consistent branded content, paid advertising, and addressing local audience needs.

4. Posting Irrelevant Content

If, as a law firm, you are not sure what to post – you must consult a professional.

Posting off-topic discussions, overly promotional content, excessive legal terminology, neglecting trending events or topics, or sharing content that lacks engagement can discourage followers from participating.

Posts without compelling content may fail to grab the required attention in the crowded social media landscape.

If you check the top law firms on social media platforms who are consistently active, you will notice how professionally each firm has leveraged social media marketing strategies.

These strategies could be in the form of posting video content, promoting influencer collaborations, utilizing Instagram reels and stories, leveraging user-generated content, launching hashtag challenges, and indulging in paid partnerships, context, and giveaways.

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Let us look at some of the top strategies that law firms can use to effectively encourage their social media presence and build a powerful social media community:

The first step to augmenting your social media platforms and inviting the attention of your audience is to post valid and valuable content. Here are some tips:

Law firms can post educational content in the form of blog posts, infographics, short videos, etc., wherein they can explain common legal issues.
Firms can also share legal updates and news that will keep their audiences informed about changing laws.
It is important to discuss success stories and case studies to attract more followers and build credibility.
Law firms should post FAQs, common legal questions, tips, and advice and promote upcoming events and webinars.
The content should be tailored according to the needs of the target audience, in a language that non-specialists understand, and consider legal ethics and confidentiality.

2. Respond to Clients and Target Audience

To respond to the audience is of utmost importance when it comes to having a successful social media presence.

Law firms should respond promptly to comments and messages, actively engage in conversations, provide helpful information, personalize responses, use direct messages, and express gratitude when required.

Law firms must very cautiously respond to negative feedback and address concerns professionally. It is also important to ask your social media people for feedback and share testimonials with them.

3. Collaborations and Cross-Promotions

This is a great social media marketing strategy for law firms as it broadens its reach and exposes it to new audiences. Law firms can:

Collaborate with influencers
Indulge in cross-promotions with other law firms or other global organizations
Feature guest posts
Arrange webinars and events with partners
Create joint content campaigns

4. Consistency is the Key

It is of paramount importance to maintain consistency in posting on social media platforms. Law firms need to:

Establish a content calendar that can help them organize posts, align them with marketing goals, and determine the optimal posting frequency for your audience.
Prioritize the quality of content over quantity and focus on valuable information and addressing client concerns.
Use scheduling tools, diversify content types, and monitor audience engagement.

Posting consistently can keep law firms on top of the minds of audiences and helps them showcase their reliability, professionalism, and thoughtfulness’ toward consumer needs and demands.

Seeking expertise from the professionals at Predis.ai can help law firms generate meaningful and engaging content on social media platforms. Predis.ai can also help maintain consistency in the posts to ensure that law firms expand their reach and convert maximum leads into clients.

5. Interact with Other Channels and Industry Leaders

Law firms need to engage with thought leaders and build connections to expand their social media reach. They can do so by:

Participating in legal discussions
Contributing to conversations
Arranging virtual events
Tagging and mentioning industry leaders
Citing real-life cases concerning success obtained by other legal giants
Simultaneously monitoring competitors

With professional support from AI-based social media content generation and management platforms like Predis.ai, law firms can make the most of their analytics tools and create powerful posts!

Conclusion

Irrespective of the practice area followed by your law firm, having a significant presence on social media platforms like Instagram, Facebook, etc., is integral for your firm. Indulging in law firm digital marketing strategies has seen multifold growth in ROI, global reach, and customer turnaround.

Social media should be fully utilized to establish your law firm’s online presence and generate leads for your firm. This can be challenging. However, with the expertise and professionalism of experts, you can ensure that your law firm takes advantage of all the benefits of social media marketing strategies for law firms.

Predis.ai can help law firms create content and share videos and posts using customizable designs. The platform is renowned for generating creatives and videos, helping law firms with branded content, publishing and analyzing, and copy generation.

So, if you want to level up your social media reach, get in touch with the experts and let them handle your social media content.