Facebook: Is it Right For Your Law Firm?
In June 2017, Mark Zuckerberg announced that Facebook had grown to 2 billion monthly users - and that number is still going up every second.
Facebook is indeed one of the world’s most well-known and used social media platforms. If you’re reading this, it’s highly likely that you have a personal Facebook account which you use to keep in touch with friends, read articles, watch videos, and more.
Over 74% of people said they used Facebook for professional purposes in HubSpot’s State of Inbound 2017 report. With such a crazy amount of people logging on every day, does it make sense for your law firm to be jumping on the Facebook bandwagon like other business, in order to take advantage of this opportunity?
We say, yes! And we’ll tell you why with these seven reasons.
But just before we get listing, have a think of why your firm might want to use Facebook. Some businesses use the platform engage with specific personas who are more receptive on Facebook. Others might use it to build up their branding with more behind-the-scenes content to satisfy those who would engage with it.
So for instance, if you’re a law firm who needs to target individual clients as opposed to businesses, then Facebook could be up your alley. Just be sure to understand what your target audience would use the platform for and how you can use it your advantage.
Now onto the seven reasons why you should use Facebook for law firms:
1. Improving Your Online Presence
Obviously the more social platforms you have for your firm, the better it can be for building up your online presence and reputation. When you create a business page on Facebook, make sure that you include all your current branding:
- Your firm’s logo - make sure the image is at least 180px by 180px
- Any relevant images for your cover image - the image size should measure 851px by 315px high.
- Your 'About Us’ section - write a small summary about the company including a positioning statement about why you do what you do.
If your page receives more than 25 followers, you’ll be able to create a custom URL. So rather than a generic, number-filled URL, you can actually use your law firm’s trading name.
Your Facebook page should be one that you would want to follow yourself, so it’s good that you get this right.
2. Promoting Content
Facebook is a great tool in helping businesses promote their website content, particularly blogs. That is so long as you share relevant, useful and educational content that will fit around your target audience.
Sharing your blogs and articles can also be helpful in your website’s search engine rankings because it will be seen by a new audience and help boost that piece of content’s authority.
3. Gaining Reviews
Reviews and testimonials are essential for any business. If you can encourage existing or past clients to leave your firm a review on Facebook, it will only help promote your firm as a reliable and trustworthy service in your industry.
Just like Google, Facebook will display an average star rating of your business depending on how many reviews you receive. If your audience can see your reviews in full view, it could mean the difference between gaining a lead or losing them to a competitor who is more highly rated.
To this end, with any success story or potential case study, it’s a great idea to reach out to your satisfied clients and request a review to drive up your star rating.
4. Encouraging Engagement
What good is a social media platform if you can’t use it to engage with others? Facebook is the perfect opportunity to encourage engagement from the prospects you want to target.
Just remember to actually get involved in the conversation yourself, too. People love to see businesses responding promptly, whether it’s a review, comment or even a complaint. Show that you’re not just there to exist or to push your services.
Additionally, make sure that you’re following the SRA code of conduct with anything that you post or share on Facebook. As long as you’re not misleading anyone, you should be in the clear!
5. A Look Behind The Scenes
Facebook is, after all, a platform for socialising. Even though it’s a page for your law firm, you can be both professional AND human at the same time!
This can be a great opportunity to share more about the goings on at your firm behind the scenes. Did you get a new partner or director? Tell people about them and show off their skills and experiences. People enjoy seeing the face behind a name, so showing a human element behind your business is important.
You can share anything from charity events to awards ceremonies, so long as what you’re sharing isn’t in bad taste and portrays your firm in a good light.
6. Sharing Videos
45% of people watch an hour or more of Facebook videos a week - resulting in over 100 million hours watched each day on the channel.
Earlier this year, Facebook launched a new video platform which is going head to head with the likes of YouTube. It goes to show that there truly is a significant demand for video content that other platforms are racing to keep up to provide for that demand.
With more people watching videos, it makes a great deal of sense for your law firm to start utilising this platform within your current marketing strategy in order to promote your services in a fresh, exciting way.
7. Utilise Facebook Ads
You’ve heard of Google Ads, but did you know there is an overwhelming amount of businesses who use social media for paid advertising? In fact, studies have shown that there are 43% more who use Facebook over Google for paid ads.
For some tips on how you can create great Facebook Ads, read HubSpot’s step-by-step guide here which make the process easier.
With our seven reasons, we hope we’ve shown the positive advantages behind Facebook as a platform for your law firm.
Ensure you’re always playing by the rules and think about creating a solid social media policy that keeps all who use it on the same page. With a bit of direction, you can play around with the platform and see how you can best utilise it around your target audience and implement it alongside your current marketing strategy.