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Social media for law firms: the anatomy of a good Facebook presence

As the largest social network in the world, Facebook provides numerous opportunities to marketers and entrepreneurs.  Building a solid presence on Facebook is a smart move because that’s where your current and potential clients are likely ‘hanging out.’  If you want to be visible among your target market, you need to get out of your comfort zone and start interacting with them on Facebook.

If you’re still hesitant, here are a few statistics to consider:

  • 50% of Facebook’s active users log on in any given day
  • An average Facebook user has 130 friends
  • An average user spends 700 minutes per month on Facebook
  • More than 150 million active users currently access Facebook through their mobile device

It’s also important to note that 70% of online Baby Boomers have a Facebook account – proof that it’s not a network full of young millennials!  Boomers have a very active presence on Facebook, and it’s a great place to interact with them.

A business fan page for your law firm

For Facebook newbies, there is often a lot of confusion when creating a page for your business.  You’ll want to create a business fan page which is different from a personal account.  Yes, you’ll need to create a personal account to manage your page!  You’ll serve as an administrator on the page.

But you don’t have to start connecting with long-lost friends from high school.  If you simply want to use that account to access your page, that’s fine.

Having a fan page gives you the ability to add other administrators, view analytics and insights about your traffic and interact with others as your brand.

Here’s what it will look like if you’re creating a fan page for the first time:

The Basics: logo, cover photo and company information

Whether you’re creating a page for the first time or updating an existing page, there are a few basic items you’ll want to include:

Graphics – work with a professional graphic designer to create artwork for your page.  The visuals of your page should coordinate with your existing branding.

Company information – Facebook is one more place to communicate your mission, so take the time to develop a description that communicates your value proposition.  Contact information is also a must.

Facebook URL – once you reach 25 likes, you’ll be able to secure a vanity URL.  This makes it easier to communicate the address of your Facebook page.

The Plan: promotion and engagement

It’s one thing to build a Facebook page.  But it’s another step to outline how Facebook will fit into a larger marketing strategy for improved visibility on the web.

You’ll need to set specific goals for your social media strategy.  Generating fans and ‘likes’ isn’t enough.  Facebook should be a place for you to interact with clients and drive traffic to your website, so set goals accordingly.  Consider the conversations you want to be having on Facebook, or the number of leads you want to generate from your campaign.

Your website should also be ready to receive this traffic. Make sure your site is easy to navigate with strategically placed calls to action so you can capitalize on the website traffic.

Also consider the fact that Facebook has transitioned to a pay to play model.  It used to be a great (i.e. – free) way to reach your buyer personas.  But even business pages with a sizable fan base will not reach those people organically.  You’ll need to invest a small amount in order to be visible in their newsfeed, so be sure to set a budget.

For some of our clients just getting started with Facebook promotion, we recommend that they invest the equivalent of a dollar a day – $365 per year.

The Content: what and when to post

Social media is all about engaging, quality content, and Facebook is no exception.  You won’t be visible to your audience if you have nothing to post!

Many entrepreneurs get overwhelmed with the idea of updating and maintaining a Facebook business page.  You can simplify the process by using a content calendar to organize your social posts ahead of time.

It’s also important to share a mix of your original content (blogs, video, podcasts, etc.) with other content that your fans and followers will find interesting.

Remember your buyer personas, goals and how you want to drive traffic to your website.  An effective social media strategy should be paired with a blogging strategy so you can start to build your expert status.

Read More: what is a buyer persona and why you need them

Every business is different, so you’ll need to determine the mix of original to external content you want to post.  I’ve seen some business do 80/20 (original to external) and others do 60/40.  You’ll need to experiment to see what works for you.

You’ll also want to experiment with the frequency and timing of your posts.  If you are business to business (B2B) then posting once per day during the work week is recommended.  If you are business to consumer (B2C) then posting once per day is a good place to start.

Just remember to organize everything in your content calendar ahead of time and the process will go smoothly.

Facebook is a great tool for improving visibility and interacting with your clients.  As with any social network, make sure that it aligns with your big picture goals and your buyer personas.

Have more questions about social media for law firms?  Leave a comment below and we’ll be sure to respond!

Attract-Customers-with-Facebook

Liz Hersh

I'm the founder of Hersh PR and Marketing, a boutique digital marketing agency. Our work helps companies grow leads and increase revenue.

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