How Lawyers Can Embrace the Power of Authentic Social Media Marketing | Good2bSocial

How Lawyers Can Embrace the Power of Authentic Social Media Marketing | Good2bSocial

[author: Noreen Fishman]

Over the previous few years, individuals have grown extra skeptical of what they see and skim on-line. “Fake information”, privateness scandals, and safety points have eroded customers’ belief in at the moment’s digital panorama (for instance, 37% of respondents to at least one survey use Facebook much less in consequence of the Cambridge Analytica information breach). Though the largest expertise corporations have taken steps to guard customers’ data, individuals have grown to anticipate extra honesty and openness from the organizations they comply with on-line.

Authenticity is the key to constructing belief. People need to do enterprise with attorneys they know, like and belief. By preserving it actual on social media, you’ll be able to improve the relationship between your regulation agency’s model and your followers. Doing so will enhance consumer engagement, respect, and loyalty. 

How can attorneys market themselves authentically and on social media?

Authentic regulation agency advertising is the follow of talking, writing, and behaving in a approach that’s clear and real. Remember that followers have gotten more and more savvy and might simply spot inauthenticity. In a latest research, it was discovered that customers want genuine social media advertising. Authenticity is completely important these days. Seth Godin as soon as stated, “Authenticity in advertising is telling a narrative individuals need to hear, after which making the story a actuality.”

Here are a number of suggestions for embracing authenticity in your social media advertising. 

1. Just Be Real

Sounds easy sufficient, proper? As an lawyer, you might be the product, so it’s vital that folks relate to you as a person {and professional}. Let some of your character shine by way of. By displaying up and being actual, you enable our viewers to see themselves in your tales. They can see their very own challenges and needs being echoed by way of what you share, thus making it simpler in your viewers to attach with you and really feel nearer to you.

If you like health or touring or are closely concerned with a neighborhood charity, be happy to put up about these subjects and point out them in your social media bio. Share who you might be, what drives you, and what you’re enthusiastic about in your posts. Gone are the days when it was seen as unprofessional to put up about private pursuits on LinkedIn. Now you’ll be able to share snippets into your life, whether or not it’s about household or your hobbies/ pursuits.

2. Show Some Vulnerability

No one is ideal, and it’s vital to not painting who you might be. People relate whenever you present them your human aspect. By opening up on social media, you’ll be able to enhance your on-line ‘relationships’ such as you do your actual ones. Vulnerability doesn’t should imply you naked your soul on social media. Simply look out for situations the place you’ll be able to present your human aspect. Maybe there are challenges you’ve confronted as a lawyer or a present occasion that’s struck a chord with you. It’s extra human to confess to your feelings reasonably than fake they don’t exist.

3. Be Consistent

You need to customise your varied posts to the totally different platforms you employ. This will assist to make sure content material is related and in the format that works finest for these customers. However, your values and your agency id ought to at all times be the similar. Have a model voice and guarantee it’s constant throughout all of your social media content material. And don’t overlook to have a considerably constant posting schedule. Users could also be turned away in the event that they understand you hardly ever put up.

4. Develop and Share Valuable Content

The content material you present must be effectively thought out. Posting content material merely for the sake of posting content material gained’t reduce it. Your content material must be academic in nature and will add worth to your viewers’s lives. Focus on offering high quality content material over amount.

5. Skip the Calls-to-action (CTAs) Occasionally

The entire level of your advertising technique (together with social media) is to drive new consumer exercise. However, not all the things must revolve round producing one other motion. Play the lengthy recreation by creating posts designed merely to resonate with followers and join together with your viewers. Make certain your posts are a steadiness of these designed to generate leads and people shared merely to create optimistic moments together with your viewers. 

6. Interact with Your Audience Directly

The finest technique to flip your social followers into advocates in your regulation agency is to work together with them. Get to know your followers and take the time to answer their feedback and curiosity. Respond rapidly to any questions or messages you obtain. Remember that prospects will examine your social profiles and instantly discover you extra credible in the event you’ve clearly been responsive and engaged with followers. 

7. Be Transparent and Honest

This isn’t precisely groundbreaking recommendation, however we are able to all use the reminder. Social media is full of “enhanced” content material designed to make the poster look higher. People have gotten extra more likely to spot this strategy, they usually don’t admire it. Take transparency a step additional by sharing behind-the-scenes seems to be at your employees, your companies, occasions, and so on. 

[Related] LinkedIn for Lawyers: Tips to Raise Your Profile

8. Evoke Emotions

Part of humanizing your self as a lawyer is displaying that you simply’re greater than only a face on a display screen. As customers seek for and have interaction with attorneys, somebody they’re contemplating working with, they need to really feel relaxed that their feelings are legitimate and that they are going to be met with kindness and an alleviation of their challenges. When talking about circumstances, enchantment to customers’ feelings and at all times go the additional mile to talk sensitively when masking subjects that evoke sturdy adverse feelings in others. Prove with motion you can assist others overcome their challenges.

9. Don’t Self Promote

Don’t use social media to easily self-promote. Instead, supply considerate solutions to questions and wanted data. If your agency spends time creating content material similar to blogs, white papers, or infographics, sharing them on-line is the finest technique to get observed and create traction together with your social media. Also, make sure you’re not posting solely about what’s occurring in your agency. A couple of key updates right here and there are good for followers to know – greater than that may bore them. Think of what their challenges are and put up data that may assist customers in addressing them. A great rule of thumb is to comply with the 80/20 rule. 80% of your posts must be academic, and 20% must be promotional.

10. Don’t Follow Just Any Trend

Hopping on developments is a good way to realize traction and showcase your credibility, nevertheless, in the event you’re hopping onto each single pattern with out a lot thought of the way it pertains to your model, then you might be hurting your model identify and authenticity. When you see an rising or new pattern, ask your self if it matches together with your model id. And as you create content material for developments, at all times discover a technique to tie it again into your follow.

11. Avoid Click Bait

It’s nice to open your posts with one thing eye-catching, however one thing verging on the aspect of clickbait will wreck your picture. Don’t embrace headlines in your put up that make it seem to be the put up is about one factor, however as soon as the context is added, it turns into deceptive. If you need an eye catching headline, then put up an fascinating statistic, pose a query, or share a brand new and thrilling concept.

12. Show Your Values

You and your agency most certainly have causes and points you care about. Don’t be afraid to showcase that. If there’s a difficulty occurring that you simply care about- communicate up about it. If there’s a related vacation that you simply have fun or want to commemorate- put up about it.

13. Encourage User Generated Content

UGC is a good concept for any social media web page, because it takes one thing off your plate whereas additionally getting your viewers extra concerned. Create some posts asking customers to ship in some of their very own content material. This creates a sense that you simply and your viewers are working collectively and demonstrates that you simply worth their opinions and contributions.

14. Remain Helpful

Just as it’s best to ask inquiries to get your viewers concerned, you must also hunt down inquiries to reply. Go to related business teams or seek for key phrases to search out customers that match inside your consumer personas who’re asking questions. This is a good way to showcase your experience whereas additionally showcasing that your largest aim is to assist others.

15. Write in the Right Tone

Social media is a spot the place informal language and tone will truly get you additional. Users need to really feel like the individuals behind the screens are simply that- individuals. Write in a tone that’s just like how you’d communicate to a buddy. Avoid advanced vocabulary or authorized jargon and give attention to making your posts straightforward to know, even for these and not using a regulation diploma.


Remember that each merchandise you put up might be completely attributed to you. Make certain posts serve the goal of not solely selling your self as a lawyer but additionally creating belief and goodwill amongst your followers. It takes time to domesticate an genuine social media presence, however following these steps will enable you get there.

This put up has been edited and republished from May 19, 2021.

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