Social Media, especially Facebook and Instagram, and more recent platforms such as Tik Tok or the voice-only app Clubhouse are integral parts of our personal and business lives. Inevitably, Law Firms are no different. Every attorney who wants to stand out, build brand awareness, and get in front of prospective clients must be efficiently present on the most significant Social Media networks.
In the previous weeks, we covered topics around several social networks, from organic Facebook posts for Law Firms to the potential of Clubhouse, LinkedIn video strategies for attorneys, and the ways lawyers should use Instagram in 2021. This time, we’re coming back with an eye on the most useful apps, tools, and tips that can help you elevate your law firm’s Social Media strategy. How can you streamline your processes, align your strategy with your goals, and reach the audiences you care for the most in a coordinated way?
- Apps & Tools
The use of CRM software is beneficial for Law Firms. Starting from organizing your intake activities and follow-ups to keeping track of your progress with leads and creating automation for tasks ranging from calling to emailing and sending text messages. But there’s even more you’re missing out on if you’re not using a CRM, and it’s related to your Law Firm’s Social Media. Software like Salesforce or HubSpot (we’re using the latter) can assist you in expanding your customer relationship management to your social channels. A few of the most critical benefits you can expect are identifying new leads in an organized way, extracting and reviewing the available information in a centralized location, and eventually capturing them through the additional tools your CRM offers.
Cybersecurity is a critical component of everything digital. Be it PPC, where you have to take care of potential click fraud or cyber-attacks that can harm your website and everything that goes hand in hand with it (SEO, for example). Social Media are no safe place either. When you’re getting involved, you can come across phishing incidents, brand impersonation, account takeover (hacking), malicious links, and offensive content. There are several tools and apps that can help you stay on the safe side and avoid anything that could lead to brand dilution or severe harm to your Law Firm’s reputation and Social Media presence. One of those tools is ZeroFOX that can alert you if your account is being targeted and allows you to take actions for takedown or recovery.
- Joint Management
Managing all the different Social Media accounts your Law Firm holds on Facebook, Instagram, Twitter, LinkedIn, and other platforms can be a demanding task, especially if it has to be done separately on each platform. On the other hand, a tool like Hootsuite can allow you to consolidate all your accounts, streamline your processes, and even collaborate with your colleagues or approve your Law Firm’s Social Media content.
Tip: If you’re using Social Media management software, don’t forget to set your Law Firm’s Social Media calendars.
- Photo & Video editing – Creativity
On previous occasions, we’ve talked about the importance of creating engaging content for all your Social Media accounts, from Facebook posts to Instagram stories and reels, to native LinkedIn videos for your Law Firm. All your assets have to be polished and shiny to appear appealing, engaging, and professional. If you’re not using the services of professional partners (photographers, videographers, etc.), you certainly need tools that will allow you to fix details on your assets before posting them online. One of the most well-known and worthy apps is VSCO, which gives you access to presets (filters and libraries, for example), photo and video editing tools, montage tools, and weekly tips and tricks that could help you get in front of you more significant audiences.
Fact: #VSCO is one of the most commonly used hashtags.
- Collaboration & Communication
In the past year, more than on any previous occasion, we’ve understood the value of long-distance communication between teams collaborating in out-of-office environments. The home-office culture is something that could be here to stay for the years to come. Still, even if all employees return to their central locations, a decentralized communication tool is vital for your Law Firm’s everyday operations and smooth running. The tool we use is Slack, and it offers multiple options that allow you to create channels and alerts that bond with your Social Media activities. That way, you can always stay on top without worrying about missing a deadline or having internal miscommunications.
- Analytics & Insights
Tracking your Law Firm’s CTAs, data, activities, and conversions (among other things) is a vital process if you want to sustain growth in the long run. Things should look no different with your Social Media. And while platforms often give you valuable insights on how you’ve been performing (Facebook/Instagram insights, for example), there are external apps that can help you by providing more information and linking them with the proper metrics and goals. Sprout Social, and Hubspot Social Media analytics, are two of our favorite tools, and we’d suggest you look into them. Having a consolidated dashboard with all your data can work wonders for your campaigns and could assist you in achieving your goals.
Tip: Don’t overlook the importance of Google Analytics; they can give you valuable insights that help you understand and evaluate your Social Media campaigns and efforts.
As we always do, it’s time to come up with our core takeaways:
- Social Media platforms are here to stay, and consolidating your efforts can only work positively for your Law Firm, establish your brand, and create opportunities by targeting the right audiences.
- Understanding and setting your goals is the first step you need to take, helping you to set priorities and measure your success.
- Having a clear path will allow you to understand what tools you should use to keep your accounts and content safe (crisis management & security), your employees/colleagues happy and productive (collaboration & communication), and your content of cutting-edge quality (creativity).