It’s no secret that law firms are some of the last to jump on board when it comes to trying new technology.
Now that social media marketing has grown in popularity, many law firms are trying to set up their social media accounts, including Facebook, to get in on the action.
However, there are a lot of mistakes that are being made when it comes to building and maintaining an engaging Facebook presence.
Below is a list of the top common mistakes that we want to help you avoid:
1. Not Creating a Social Media Policy
Before you even create your Facebook page or post an update, you need to put a social media policy in place for your firm.
This may be something as simple as a general outline of the guidelines to a list of specifics on who can post on the site.
2. Relying on Only One Person
Facebook usage needs to be a team effort. Even if only one person posts the content, other staff and attorneys should be contributing content and coming up with ideas.
3. Neglecting to Brand Your Facebook Page
There are a few things that you can do to make your page match the brand of your firm.
Customize your URL once it has 25 fans. Use a cover image and profile image that are consistent with the branding of your firm and optimize your about section so that it is as helpful and descriptive as possible.
4. Creating a Facebook Page That You Wouldn’t Follow Yourself
While you may think this is obvious, you might be surprised at how many attorneys make this critical mistake. Don’t create a page and then never post anything again. And don’t create the same posts every week.
A good rule of thumb is just to make sure that your page is one that you would be willing to follow yourself.
5. Not Using Facebook to Promote Your Website Content
Content marketing is a way to distribute consistent, relevant, and valuable content to your website and is perfect for attorneys.
Many attorneys are hesitant to post links for such content to a social network because they think niche content wouldn’t be valuable to the general public. However, this is actually the perfect way to draw leads to your website.
6. Pushing Out Content Without Engaging in the Conversation
While you need to use Facebook to promote your content, you also need to build those relationships. You need to ask questions, solicit feedback, and post resources that are relevant to your industry that isn’t written by your firm.
For example, do you sponsor a charity event? Did an associate recently get married? These types of posts add character and warmth and will often bring in more engagement than a typical news post.
7. Engaging With Negative Comments
Don’t get in an argument on Facebook with a disgruntled client about how their case turned out. Comments that are rude or use profanity should be deleted.
If someone makes a negative comment, let them know that you will gladly reach out to them via phone or email and then follow up with them.
8. Limiting Your Social Media to Just Facebook
While Facebook may be one of the most popular social media networks, it is a good idea to not limit your presence to Facebook alone. Establish your presence among other social media sites as well including Twitter and LinkedIn.
If you are working on establishing a Facebook presence, or need assistance in building and maintaining your presence, be sure to give the above tips a try and you’ll likely be surprised a just how much of a difference these can make.
Avoiding these mistakes when it comes to your Facebook will help you build and maintain an engaging Facebook presence.
At Bambiz, we work with elder law and estate planning firms and have extensive experience in developing social media marketing strategies unique to your firm, location, and potential client base.
To learn more about how we can help grow your business using online marketing, schedule a free 15-minute call with us.