Ignite The Passion Of Your Social Followers

Your audience can be your best ally or your greatest enemy, and nowhere is this more true than with social media marketing.  If you can get social followers on your side on an issue, they’ll spread word of your firm’s good deeds far and wide, but if you do something to insult those same folks, they’ll spread word about your practice’s misdeeds even farther and even wider.

What makes legal marketing on social media a challenge for many is the fact that this audience sentiment can turn on a dime.  The moment you don’t respond to a direct message on Twitter or commit some other faux pas, your loyal followers have a ready-to-go forum to voice their grievances.

A new report provides some advice on getting more out of marketing by getting followers on your side, and the insights should help law firms achieve more in the social space.

You might start out slow, sending invitations to connect to acquaintances and previous clients and letting a constant stream of relevant content build out your base.  As long as you offer valuable information about the legal system that those initial followers can’t get anywhere else, they’ll begin to rely on your feed as accurate and you should be able to acquire new followers naturally.

At some point, though, you’ll want to ratchet up the stakes.  For lawyers, that could mean getting involved with an issue that engenders real passion among the population.  Chances are you’re going to have a client whose plight deserves to be shown to the world.  No one likes to see injustice, and no matter your practice area, if you can tap into an audience’s desire to see good people right the wrongs of society, you stand to gain.

Let’s say you’re a wrongful death attorney representing a family who lost a loved one in a workplace accident and the employer is refusing to pay.  At no point should you ever exploit this family for media purposes.  However, you might be able to relate information about the situation so long as it’s already public knowledge.  The last thing you want to do is compromise your case or sell out the family’s trust, but a couple well-placed links to news stories about the situation can at least raise awareness about the situation.

If you get your social media followers passionate about that case, they’ll remember you when it comes time for their own cases.  And although you want to respond to their well wishes and questions about the case, remember that social media is not an arena to air out everything you’ve said or will say in the courtroom.  In the midst of proceedings, you must keep a respectful distance.  There’s nothing wrong with telling followers, “Due to the sensitivity of this ongoing case, we can’t comment at this time but we thank you for your support.”

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Posted In: Social Media