How to Build Trust for Your Law Firm on Social Media
Social media is an important part of any law firm’s digital marketing strategy. But it isn’t enough to just create a Facebook or Twitter profile for your firm. The key to success on social media is trust.
If your audience doesn’t trust you, they’ll be unlikely to engage with you or reach out for your help. They probably won’t even care about what you have to say.
To help get the most out of your law firm’s online presence, here’s how to build trust on social media.
1. Provide Value
As an attorney on social media, you should never expect anyone’s trust—or attention—until you’ve given them a reason to care about you. The first step is to provide value for them.
Ask yourself:
- Who am I trying to reach?
- What will they find interesting or valuable?
- What problems do they face that I can help solve?
Once you have an understanding of how to reach your target audience, plan a content strategy that will appeal to them. Remember: always keep your audience’s needs and interests at the forefront of your plans. It’s not about you—it’s about them.
2. Engage with Your Audience
Creating quality content and providing value for your audience is a good start, but it isn’t enough. To build trust, you have to talk to your audience, not just at them. It’s called social media for a reason.
Look for opportunities to engage with others. This may include:
- Joining conversations on topics relevant to your firm
- Liking and replying to posts
- Responding to comments and direct messages
- Joining social media groups, such as LinkedIn or Facebook groups
- Giving shout-outs and kudos to your peers
Always be ready to make a new connection. This will demonstrate that you are invested in your community and ready to chat. Plus, it will likely increase the engagement rates for your own posts.
3. Monitor Conversations about Your Firm
What people are saying about your firm can make a big difference in how others perceive you. You can use any of the various social listening tools available to keep an eye on any conversations about you. This will give you a chance to speak up if necessary and show your firm’s true character.
4. Ask Clients to Review Your Firm
One of the best ways to build trust is to let others speak for you. By showing that you’ve earned the support of past clients and colleagues, you can give prospects more confidence in your firm’s credibility and expertise.
Gather glowing reviews, and don’t be afraid to display them prominently on your social media pages. (Testimonials, endorsements, and case studies can also help you establish credibility with your audience.)
5. Create Videos
Standard social media posts will only get you so far. It’s hard to truly connect with others through text alone. Creating a video—even if it’s as simple as you talking to your smartphone camera—can make all the difference.
You could use these videos to:
- Introduce the members of your firm to the world
- Offer commentary on current events or legal trends
- Speak on topics relevant to your practice
For example, if you’re a personal injury firm, you could make a brief video explaining how an injury lawsuit works. Your audience may find that information valuable, and it will certainly help humanize your firm.
6. Don’t Get Too Salesy
Nothing destroys trust faster than making people feel like you’re just trying to sell them something. Even well-intentioned law firms can turn prospects away by making every post a pitch.
Of course, it’s okay to talk about what you do. Just don’t overdo it. Stick to the 80/20 rule: 80% of your content should be centered on helping your audience, with the remaining 20% free for promoting your accomplishments.
(Hint: dial back all those pictures of smashed cars with the “Have You Been Injured in an Accident?” headlines.)
Get Help from the Pros
Armed with these tips, you can take the first steps toward building trust for your firm on social media. However, running a strong social media campaign takes time, effort, and plenty of patience.
If you’d rather let someone else handle the headaches, we can help.
At Let America Know, we give trial attorneys across the nation the support they need to take their social media and email marketing strategies to the next level. Just contact us, and we will design a custom social media marketing strategy that suits the unique needs of your firm. Then, we’ll manage the entire process ourselves—from top to bottom.
Click here to learn more about our done-for-you social media program for trial attorneys like you.