April 21, 2010 – Part 2 of our 4-part series on social media tips discussed YouTube keyword searchs, SMS and Twitter marketing, and how to see the search world from your clients’ POV. Today’s tips focus on giving your clients what they want, thinking about how all your social media works together, and putting the “social” aspect in your social networking.
Tip #7 – Varied content is more engaging. Unless you’re specifically going to a company’s website for press releases or product descriptions, no one wants to read blog post after blog post about these things. Good blogs cover a variety of relevant topics, using their tags to filter them into categories. Clients are looking for all sorts of information – advice, instructions, real case stories, and proof you’re not a cookie-cutter law firm.
Many legal blogs post firm news, local events relative to their practice and community, tips on their practice areas, client testimonials, and lots of relevant–but varied–topics. Use your blogging topics to show that you’re not just a one-track-minded lawyer; not only do you know your stuff, but you care about the community and the interests of your clients.
Posts that offer tips on road safety are a great way to show your car accident clients you care about their well-being. Likewise, linking to a news article about the recent change in local traffic laws could reveal to an accident victim that they have a great case for their car accident.
Tip #8 – Link EVERYTHING. You have a Twitter account, a Facebook fan page, and a blog. Great! Now it’s time to be really redundant. It may seem like you’re annoying your clients and followers by posting the same information over and over, but you’re being efficient.
Some people love Facebook and hate Twitter, others can’t stand paging through blog entries but click every link on their LinkedIn “recommended reading” feed. The reason there’s so many social media venues is because everyone has a different preference for how they get their updates.
Not everyone is going to be connected to you through all your social media channels, so you’re going to want to use all of them together to make sure your efforts are being seen. Write a new blog entry? Tweet it to your followers, then post that link on your Facebook status update.
Whatever you do on one social media account should be done on all of them, particularly because each one has its own advantages and limits. Twitter only gives you 140 characters to get your message out, while Facebook not only lets you link to a website with a thumbnail, it also gives you more room to comment.
Tip #9 – Don’t always be a salesman. Don’t forget that the first reason social media exists is to be SOCIAL. We’re not suggesting you go start commenting on your fans’ latest pictures of their adorable pet. We mean that while, yes, you want to market to new clients, it’s important to sometimes sit back and just be a person.
As with any networking, social media networking is a give-and-take relationship. You can’t always just post about YOUR law firm, YOUR practice, YOUR services…you need to see what YOUR CLIENTS care about and engage them.
This is a fine line to walk: you want to be personal, but need to stay professional. Limit your interactions to things like reaching out to clients for their input on current events. Our first tip mentioned that questions are a great way to let your clients know you’re listening to them. If you’re not just using your social media profiles to sell, sell, sell, they’ll know you see their case as more than a dollar amount.
Our social media tips series concludes tomorrow with advice on how to decide on a marketing angle, repeating your tweets, and knowing all aspects of your social media marketing campaigns. Remember that We Do Web Content can help you reach the new generation of clients through the power of social media! Contact us today! 1-888-521-3880