Social media, especially Facebook, Instagram, and more recent platforms like TikTok and Clubhouse, a voice-only app, are integral parts of our personal and business lives. It’s no different for law firms. 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, including organic Facebook posts for Law Firms, 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 to 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. With PPC you have to be aware of potential click fraud or cyber-attacks that can harm your website and everything that goes hand in hand with it (like your SEO). Social media isn’t immune either. When you’re getting involved, you may 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 safe and avoid security issues 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 which alerts you if your account is being targeted and allows you to take action 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 and Instagram stories and reels to native LinkedIn videos for your Law Firm. All your assets have to be polished and shiny in order to be 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 more significant audiences.
Fact: #VSCO is one of the most commonly used hashtags.
- Collaboration & Communication
In the past year, more than any previous occasion, we’ve learned 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 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 operation and smooth running. The tool we use is Slack as it offers multiple options that allow you to create channels and alerts that keep tabs on your social media activities. That way, you can always stay on top of it without worrying about missing a deadline or having internal miscommunication.
- Analytics & Insights
Tracking your law firm’s CTAs, data, activities, and conversions (among other things) is vital if you want to sustain growth in the long run. The same goes for your social media. So 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 too by providing you with more information and linking that information 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; it 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, so consolidating your efforts can only work in favor of your law firm by establishing your brand and creating opportunities to target the right audiences.
- Understanding and setting your goals is the first step you need to take in order 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 cutting-edge (creativity).