What Content Should Your Law Firm Post on Different Social Media Platforms?
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The key to all social media marketing is content, content, and more content. But the rules for what content performs best can vary from platform to platform. Content that’s perfect for Facebook may not have the same impact on LinkedIn.
Every platform has its unique character, and by tailoring your content to each, you can increase engagement and get better results.
Let’s take a quick look at what types of content do best on each social media platform.
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On Facebook, video is king. This fact can be true for virtually all platforms. But especially on Facebook, videos consistently generate more engagement than any other form of content. You can take advantage of this by creating short educational videos on topics related to your niche.
Of course, you don’t have to restrict your Facebook posts to only videos. But even when using text posts, be sure to at least include an image. Studies have shown that nearly 90% of all engagement on Facebook comes from posts that feature a visual element.
While images and videos do well on Facebook, Instagram revolves around them. Instagram is one of the most visual social media platforms around—and that’s part of what makes it so useful for law firms.
As with Facebook, Instagram is a great place to use catchy content to educate your target audience. Graphics and photos are perfect for sharing quick legal tips or insightful statistics in a fun, easily digestible format.
And because of Instagram’s more casual atmosphere, it’s also great for showing off your firm’s personality. Don’t be afraid to humanize your practice and give your followers a behind-the-scenes glimpse of your office culture.
This point may surprise some people, but Twitter is all about the news. In fact, according to a survey from the American Press Institute, 40% of Twitter users are on the platform to keep up with breaking news. That makes Twitter the ideal place to share information related to your industry.
For example, if your firm specializes in family law, you could repost news about American families while adding your thoughts and commentary. That way, you can keep your audience informed while establishing your firm as a thought leader in your niche. You’ll also be demonstrating that you’re passionate about the field you work in—passionate enough to follow the latest news.
Aside from the news, Twitter is also handy for tweeting links to blog posts or other longer forms of content.
The main factor that sets LinkedIn apart from most social media platforms is that your fellow users will be other professionals. That means you’ll want to post with that audience in mind.
LinkedIn users tend to appreciate meaty thought-leadership content. And to make that easier, LinkedIn lets you publish longer posts—essentially entire blog posts—directly to the platform.
Grow your professional network, showcase your industry expertise, and connect with potential clients or referrers with the right approach.
Google My Business
Claiming and optimizing your law firm’s Google My Business profile is one of the most important steps you can take to strengthen your online presence. You may already know that when people google a law firm or other types of businesses, their Google My Business listing appears on the right side of the screen with some basic information, such as:
- Google reviews
- Contact information
- Hours of operation
- Service areas
What you may not know is that you can also publish content on your Google My Business listing via Google Posts. These posts can cover a wide variety of content, such as:
- Articles
- Videos
- Newsletters
- Special offers
- Promotions
- Case studies
- Announcements
- Invitations to events
- Employee achievements
If you aren’t already taking advantage of this opportunity to speak directly to your prospects, now is the best time to start.
Are You Ready to Improve Your Content on Every Social Media Platform?
Tailoring your content strategy for different social media platforms is essential for taking your social media outreach to the next level. However, as with every aspect of an effective social media campaign, creating enough content takes serious effort. As a busy professional, you may not have the time.
If you’d rather let someone else wrestle with that hassle, we can help.
At Let America Know, we give trial attorneys across the nation the expert support they need to kick their social media marketing strategies into overdrive. Just contact us, and we’ll be happy to help you promote your brand, reach your target audience, and grow your law firm.