How can a busy estate planning and elder law attorney practitioner possibly squeeze in another item onto an already crowded calendar? When it comes to social media, it’s actually simpler than you might expect. Just as you would not add another practice area to your practice without doing the necessary planning, you will need to plan your social media program. The beginning will take more time, and then once you get going, it won’t be as time consuming.
The best social media campaigns may seem to be casual in nature, but they are actually artfully created. They are strategically planned to bring about a desired effect, in this case to let prospects and clients know that they can rely on you and your firm to provide the best in estate planning and elder law.
Almost every attorney we know tells us that they were very creative until they went to law school, and then their focus changed dramatically. We understand that! So use this time to tap into your creative side that you otherwise don’t get to engage with very often.
Once you get the ideas in mind, the posts will follow.
Start by creating a list of posts on relevant topics. Consider your target audience and their primary concerns. Remember that your fundamental message is that of client education and not sales.
Look to the calendar. This time of year is when you want to address end of year deadlines. In January, you might discuss how a newly announced engagement changes family dynamics and may point to a need to revise estate plans. Valentine’s Day in February could inspire posts on plans for wills that include new families or second marriages.
Need a break from complex documents? Do your social media planning when you need a break from more challenging tasks, like preparing complex legal documents or long meetings with clients.
Ideas are all around you. We are notorious for tearing out articles and pictures from newspapers and magazines that inspire us. Some of our colleagues keep a dedicated document on their phone. Anytime a thought for a post hits, they make a note so the idea does not float away. It becomes second nature after a while.
Pictures are social media too. A beautiful sunset may inspire thoughts about seasons of life, which of course includes the need for a will to care for future generations. If you see something that connects with you, chances are it will connect with others. Much of social media includes images, so your social media posts can too.
Find a time that works for you. If you routinely stop for a short break mid-morning or mid-afternoon, take five minutes to create a post or two. Make it a habit, and creating posts will become easier. You may even find yourself enjoying the process!