The only difference between lawyers who are active on social media and those who are not is that one group has made a habit of posting, tweeting, and updating, and the other has not. If you got through law school and passed the bar exam, you can master social media. Why is it worth your time? A social media presence can enhance your SEO, reach new prospects and serves as another platform for your marketing. Minimal downside, potential for maximum impact. What are you waiting for?
Learn by doing. You can read all the wiki articles and ask Siri or Alexa as many times as you want, but the best way to learn how social works is to jump in and do it. If you don’t like the way your post looks on Facebook, edit it or delete it. But the more you post and the more widgets and gadgets you try, the more you will learn and the more you’ll be able to do.
Planning helps with time and topics. Building out a social media calendar is a lot like the editorial calendars that PR folks use to keep tabs on what media outlet is tackling what topic and when. A simple spreadsheet will do, or if you are really organized, add it as a task item in whatever time management system you use. Topics should not be a challenge. Here’s a sampling for January:
Resolve to create your estate plan in 2017.
When was the last time you reviewed your estate plan?
Tax planning and your estate plan: what you need to discuss/do before April 15.
Changes to estate taxes for your state.
When was the last time you checked the beneficiary designations for your assets?
What You Know vs. What Non-Lawyers Know. We see this all the time: professionals of all kinds who have been in their practice for so long that they forget that not everyone knows what they do. No, the average person on the street does not know that there have been tax law changes since they last had their wills created that could lead to significant tax savings for their estate. Nor do they realize that if they don’t change their beneficiaries, their ex-wives will get a nice surprise when they pass away. You live with these situations every day. The average person does not. That’s why they need you!
Pick a platform that suits you best. Let’s make this really simple: Boomers are most comfortable with Facebook. Millennials are all about Instagram and Pinterest. Linked In is for professionals and people who are career focused. Don’t forget your own blog is social media too—the more you post, the better. Also note that if you post the exact same thing on all of these platforms, it might look like you are not really trying. Discern the differences, and adjust your message so it is suitable.