Social Media for Lawyers: 10 Ways to Build Trust | Good2bSocial media
[Author: Noreen Fishman]
In today’s digital age, social media is not only a powerful tool for connecting with people, but also a keystone for building trust in your business. Nowadays, the average consumer checks reviews and likes on Linkedin, Facebook, Twitter, etc., before hiring a service or buying a product. So you can be sure that potential clients will search for lawyers on social media before deciding to hire you or your firm.
Prospects want to know who will be representing them legally, and social media offers a unique opportunity to convince them that as a lawyer you will provide quality service that will meet their needs. So, if you want to stay ahead of your competition, you need to understand how social media can effectively build trust and position you as a thought leader in your industry.
In this article, we highlight ten ways lawyers can build client trust through social media:
1. Quality content on social media platforms
To ensure customers see your profile and stick around long enough to engage or connect with you, you’ll need engaging content on your social media pages. To do this, you will first need to:
- Identify your potential customers. Who are they? What do they want? Why do they want it? Try creating an ideal customer profile with this simple guide.
- Identify your competing law firms. Carefully examine their content and see what they offer as well as the shortcomings of their services.
With this information, you can strategize and prepare quality content for your social media platforms. The content should cover the needs of your potential customers and fill in the gaps in the services listed by your competitors.
If you’re a lawyer new to social media and need help perfecting your profile, check out our past articles: Social Media Biography Tips for Lawyers and 10 Steps to Creating a Perfect LinkedIn Profile.
2. Know where your potential customers are
Even if LinkedIn is popular, your LinkedIn profile alone is not enough to influence new customers. You need to understand the outreach potential of each social media platform to reach potential customers. For example, if you advertise for corporate law, LinkedIn is the best platform due to its authoritative and B2B nature, whereas if you advertise for family law, you should definitely have a presence on Facebook and Instagram because they are consumer-oriented platforms. .
3. Engage your customers
It’s not enough to write great content and know where your potential customers are on social media platforms. You need to respond and interact with your audience. For example, if you’re streaming a Facebook Live stream or posting an Instagram reel and you see comments, questions, or likes, be sure to respond. By fostering interaction, you’ll learn more about your prospects and put a face to your law firm’s brand. By engaging, you will not only build your brand, but you will also build trust in that brand.
4. Establish thought leadership
As a lawyer, you have the opportunity to present your expertise to your potential clients via social media platforms. But to establish your brand as a thought leader, you need to understand the fine balance between giving information and selling your service. Just follow the 80/20 rule. 80% of your content and client responses should be informative and resourceful to showcase your expertise, while 20% should promote your law firm’s brand and quality services.
5. Tell your brand story
Your clients need to connect with your brand so they can trust your services as an attorney. Use social media to tell your brand story and be sure to humanize it. This facilitates an emotional connection with your potential customers, which ultimately helps earn their trust and loyalty.
6. Monitor conversations around your business
Lawyers should engage in brand listening with these social listening tools. Use branded keyword research on social media and know what everyone is saying about your business. Using this tool tactfully can not only give you the opportunity to showcase your expertise, but also prepare your business for controversy and negative public relations.
7. Ask your customers to review your business
Reviews help build trust. Clients read reviews on social media platforms to form opinions about your law firm. Asking existing clients to give feedback on your firm’s services is therefore a great way to leverage social media for lawyers. For tips on securing reviews for your firm, check out our old blog: The Importance of Client Testimonials for Law Firms.
8. Create informative YouTube videos
Your clients may not understand all legal terminologies. Therefore, it is good to add an informative YouTube video to your blog post to explain relevant topics or discuss current legal trends. Videos have huge appeal and can attract new potential customers. Make sure the facts and video content are authentic when showcasing your expertise on social media.
9. Keep sharing blog posts and updates regularly
Regular blogging with valuable information and sharing the latest legal updates can make you appear socially engaging and help you stand out from your competitors.
10. Use LinkedIn’s “Skills and Endorsements” section wisely to champion your business
Remember that your customers are viewing your LinkedIn profile. The “Skills and Endorsement” section plays a vital role in establishing your company’s brand image. So it’s important to make sure you’re only approved for the skills you actually have. Anything wrong can be detrimental to you and your law firm’s image.
Now you understand how essential social media is if you want to get more customers. It offers a huge opportunity to market your skills and build confidence for yourself or your law firm. Be sure to be consistent in your blog posting and striking a balance is imperative – don’t underestimate or overdo it. You need to understand the basics of social media and then present your ideology to your potential customers.
Remember that social media is about bonding and networking. Interact with potential customers as much as possible and respond quickly to their questions or comments.
This post has been edited and reposted from February 7, 2020.