How to Engage Potential Clients through Social Media (Part 2)

To use social networking sites for legal marketing, it will be essential for law firms to regularly post about relevant news, interesting insights and other engaging topics.

To use social networking sites for legal marketing, it will be essential for law firms to regularly post about relevant news, interesting insights and other engaging topics.

Continuing from How to Engage Potential Clients through Social Media (Part 1), the following are some additional tips regarding how to effectively use social networking sites to market your law firm and grow your practice. While Part 1 focused on the initial steps associated with developing a presence for your law firm, here in Part 2, we will focus on what to do once you law firm already has a social networking page – such as a Facebook page, a Google+ page and/or a LinkedIn page.

Once your law firm has an SEO-friendly, compelling social networking page set up, the next steps will be to:

  • Start engaging your followers – Many people who use social networking sites are attracted to relevant news or insights that companies have to offer. When posting to your law firm’s page, be sure to post about interesting topics (i.e., topics that you would also be interested in reading or knowing about), to use conversational language and to keep the posts short (paragraphs will turn users away). Additionally, it’s important to post regularly (with once a weekday being optimal) and to try to include links to relevant content as much as possible (but be sure to add an intro sentence with these links).
  • Pay attention to what users respond to and refine your posts – As you begin to regularly post to your social networking pages, pay attention to what topics and types of posts generate the most conversations/comments/interest. Gearing your new posts towards these high-interest topics will not only continue to engage your followers but can also help grow your following, as users are more likely to share these posts with friends or colleagues.
  • Respond to comments – Don’t let users’ comments go unnoticed, particularly if the user has asked a question as part of his comment. By responding to these comments, you will not only show users that you are paying attention to their engagement with your page, but you can also draw in other users to get involved in the conversation.

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