9 Questions to Ask When Hiring a Social Media Manager for Your Law Firm
Social media should be a central focus in any law firm’s digital marketing strategy. However, building a brand on social media takes time, effort, and plenty of patience. Most attorneys are simply too busy to add another headache to their schedule.
The good news is that you don’t have to do it yourself. By working with a social media manager, you can give your firm the benefits of a strong social media presence without the usual hassle.
Of course, you still have to pick the right person for the job. To help you do just that, we’ve compiled a list of the most important questions to ask when hiring a social media manager.
1. “What Social Media Platforms Are You Familiar With?”
There are a number of social media platforms that can benefit a law firm. These include:
- YouTube
- Google My Business
Any candidate hoping to manage your social media presence should have a working knowledge of most (or all) of these platforms. Every platform is different, and you need a social media manager who understands the nuances of each.
2. “What Content Have You Created for Other Clients?”
Ask the candidate for examples of content they’ve created for past clients. That could include:
- Brief posts
- Articles
- Images and graphics
- Videos
This will help you gauge their aptitude for creativity and design.
3. “What Would Your First Goal Be?”
Social media success always starts with a plan. What milestone would they be aiming for at the beginning? Answers might include:
- Attracting more followers
- Zeroing in on your target audience
- Boosting engagement
- Strengthening your brand voice
Ask them to explain how their initial goal will help fuel the long-term growth of your firm.
4. “What Digital Tools Do You Use?”
In the modern age, countless tools have sprung up to help enhance or automate digital marketing processes. When used properly, these tools can make all the difference for your social media strategy. A skilled social media manager should know:
- What tools are available
- Which options are best suited to your law firm’s goals
- How to put them to good use
5. “What Would You Change about Our Social Media?”
Assuming you already have a presence on social media, ask the candidate what they would do differently. What improvement would they make? What opportunities would they explore?
If they don’t have any ideas—or never bothered to review your social media in the first place—consider that a red flag.
6. “What Was Your Most Successful Social Media Campaign?”
Nothing beats a proven record of success. Have the candidate walk you through a campaign they managed for another client and what results it led to. Were they able to reach that client’s goals? Did it grow their brand or draw more leads?
You want to know what your social media manager is capable of before bringing them on board.
7. “How Do You Handle Negative Comments or Reviews?”
Social media is public—and that means so is the feedback you receive on social media. Angry comments, nasty trolls, and negative reviews are all part of the digital marketing experience. Odds are that your social media manager will have to deal with those headaches at some point.
So how will they react? Find out how the candidate would attempt to maintain your firm’s public image without creating unnecessary drama.
8. “What Ethical Rules Are Law Firms Required to Follow Online?”
Attorneys must abide by ethical rules in every area of professional life—including on social media. This applies to anyone you hire to manage your accounts, as well. If they fall into any ethical pitfalls, your firm could fall with them.
To avoid this, ensure that they have a firm grasp of the rules for attorney digital marketing. For example, they may need to add disclaimers to your profiles and in certain posts to keep from accidentally implying an attorney-client relationship.
9. “What Other Aspects of Digital Marketing Do You Use?”
The best digital marketing campaigns are always holistic. Social media is a great marketing tool, but when used in isolation, it’s impossible to reach your true potential. If your social media manager understands other digital marketing practices, so much the better.
This may include:
- Email marketing
- Newsletters
- Blogging
- Search engine optimization (SEO)
- Paid ads
Familiarity with other marketing tactics isn’t a requirement for a skilled social media manager, but it certainly wouldn’t hurt.
Get Expert Help for Your Law Firm’s Social Media
Getting some outside help for your law firm is one of the best ways to boost brand visibility and grow your firm. A social media manager can help with this, but if you’re ready to really take things to the next level, you may want to outsource your social media management entirely.
Maybe we can help.
At Let America Know, we give trial attorneys the support they need to grow their firms through social media and email marketing. Just contact us, and we will design a custom social media marketing strategy that suits your needs. Once we have a strategy in place, we’ll manage the entire process ourselves—from start to finish.
Learn more about our done-for-you social media program for lawyers like you.