Lawyers who are adept at social media apply many of the same rules for their law marketing efforts that they do in their estate planning practices. Quality counts. That means relevant content too. While the ultimate task of social media is to engage with clients, social media sends an underlying message about how you practice law and what they can expect from you.
Keep content relevant. Stick with topics about wills, trusts, estate planning, heirs, transferring wealth across generations, etc. We’ve seen attorneys veer off topic into other areas of law. Unless you can tie it back to your practice, this will confuse your visitors and the algorithms that crawl your site.
Interact with others. We don’t suggest you follow and comment on posts from an estate planning lawyer down the road, but a social media conversation with a respected colleague who is not a competitor could provide useful interaction and information for both of you.
Keep your overall goals in mind. Digital media is more powerful when it is strategic. Create a social media calendar and use it. If your goal is to drive people to come in for reviews of their wills, link that to the information they are gathering for tax filing. A random post about spring being around the corner is perfectly fine, but a strategic post on the perspective that occurs from gathering a year’s worth of financial information and linking that to reviewing wills and beneficiaries will be more effective.
Review posts with a fresh set of eyes. Almost every office has at least one strict grammarian who finds errors in everything. He or she may drive some of your team members crazy, but this person is a valuable asset for legal documents as well as social media posts. Abbreviations, heavy use of slang and acronyms are great if you are selling $500 sneakers, but an estate planning law firm needs to present a polished, professional brand.
Image quality matters in social posts. A grainy photo of a newspaper article only works if the photo is from 1943 and you are going for a deliberately grainy, dated look. Social media posts should be accompanied by photos, infographics or illustrations, but they need to be high quality.
Consider your target market. Are you targeting millennials with children, boomers or seniors? All three groups are engaged on social media, but in different ways. If your practice is targeting all three groups, vary your content accordingly.
Tone matters. If more than one person on your team is posting, the “voice” of the firm needs to be consistent. A calm and informative tone is your best practice.
Ask questions. Social media is supposed to be just that: social. Ask your visitors questions, conduct surveys and ask for feedback. Set your social media to permit comment after review so that you have control over what appears. Someone in the office should be monitoring the feedback so any inappropriate responses are dealt with swiftly.