You know the phrase—we do business with people we know, like and trust. For many estate planning and Elder Law firms, social media seems like it could be the silver bullet that makes everything happen. When it doesn’t happen, it’s easy to let the whole thing go. That’s a mistake. Social media does take time and tweaking to find your voice and learn what types of posts work and which fall flat. You may need some outside help, or you may need to have a team member dedicate a certain amount of their time to the task on a regular basis. But just stopping altogether is a mistake.
Another mistake is limiting your social marketing to one or two platforms. You’re probably already on LinkedIn (we certainly hope so), and maybe you are thinking about Facebook. But Pinterest or Instagram for estate planning and Elder Law attorneys? Yes.
Pinterest is all about creativity, and if you are a creative type, there’s a place for you on Pinterest. You know the magic that happens when you and a new client discover a shared passion about a hobby or community organization. Pinterest is a platform to share ideas in images and videos. Users create “boards” that work like bulletin boards (hence the name) and you pin images to your boards. You can also share pins from other people’s boards. If you unwind with woodworking after a long day in the office, you could create a board featuring your projects, tools, and shared pins from fellow woodworkers. In January 2017, more than 150 million people were on Pinterest.
Instagram is about the visual, and you may have more content than you think. If you speak at a conference and take a photo with the event organizer, that’s a photo for Instagram. So is a special event that you hold at your office, a community group that your team supports, etc. If you can take a photo of it that speaks to your law firm’s values and commitment, it’s Instagram-worthy. Most recent statistics on Instagram: 700 million users. They do skew younger, but chances are your target market is skewing younger too.
For Pinterest, Instagram, LinkedIn, Facebook, YouTube, your blog and anywhere else you might engage with social media, remember that these are all opportunities to build thought leadership. Keep in mind the different milieus that these social platforms offer and tailor your posts accordingly. Finally, remember why you are posting: to provide more people with an opportunity to get to know you. That occurs when what you post is informative and helpful to your readers, wherever they are finding you.