I’ve seen it far too many times: law firms are often concerned that any personal posts on their firm’s Social Media platforms may hinder their credibility as a professional legal practitioner. That simply isn’t the case. In fact, if every post is of a professional nature, it may deter the average Facebook user from interacting with your content. You need a good balance of the two.
If you keep your Social Media presence strictly business, you run the risk of scaring away followers – or at the very least losing their attention. We agree with Ken Hardison, Founder and President of the Personal Injury Lawyers Marketing and Management Association (PILMMA), who says that no more than 15 percent of your social content should be self-promotional. “People love to buy, but they don’t love to be sold to,” Hardison says.
More personal posts – such as employee birthdays and anniversaries, new hires, local news, a thoughtful quote, or even pictures that don’t directly relate to law – will show Social Media users a more approachable side of your firm. However, if you never post anything related to your law firm and practice areas, your Social Media platforms wouldn’t be much of a marketing effort.
So, what’s the perfect recipe for Social Media success?
The best way to promote your website, content and firm on Social Media is through your blog. Blogs often provide shareable information or news and thus lend themselves to Social Media sharing. Blogs bridge the gap between useful, shareable information and promoting your law firm. Combine a healthy flow of blog posts with a balanced blend of non-promotional posts and you just may see more users clicking your links and interacting with your Social Media posts.
Why Are Non-Business Posts Beneficial?
Posts that do not directly relate to law and your practice still serve a purpose. They’re not getting people onto your site. They’re not directly getting you cases. However, they are getting attention in the form of Likes, Shares, +1s and retweets – and therefore giving your brand attention. People are getting to know your firm through the content you share, some of which is business-oriented, some of which is more relatable to the average Facebook, Twitter or Google+ user. The goal should be to appear knowledgeable, professional and approachable. This blend of posts does just that.
Both types of posts serve a purpose. Professional posts receive a few likes and drive traffic to the firm’s website, while more personal posts spread the brand to far more Social Media users, increasing brand recognition and page visibility.
