Social Media for Lawyers: Facebook Edition
Go social and go big.
When it first launched, Facebook was written off as a place for young folks to rant and post selfies. It was supposed to come and go in the blink of an eye.
But it didn’t. Now everyone’s grandma is on Facebook, and so are your customers.
Read on, and you’ll learn 5 simple steps to build your law firm’s clientele through Facebook’s 2 billion monthly users.1
Step 1: Ask Your Followers
If you don’t know what content your followers want, ask them.
Create Facebook posts using questions like:
- What subjects do you want us to cover?
- What law topics interest you?
- How can we help you with this page?
After you collect responses, form more specific questions and keep track of your followers who leave comments.
Reach out to these loyal readers through direct messages, and make sure to state your purpose:
- You’re trying to deliver better information and content through your Facebook page
- You can only accomplish this goal with some help
- You’d appreciate quick answers to a few simple questions
Step 2: Create a Content Calendar
Do you plan your posts in advance, or do you improvise? There’s nothing wrong with winging it, but a content calendar gives you organization and direction. Plus, sites such as HubSpot offer in-depth and easy-to-use content calendar templates.
When you form your Facebook strategy, always keep the 80/20 rule in mind. 80% of your posts need to focus on information and education, and 20% of your posts should discuss business-related topics such as your law firm’s services and how they benefit customers.2
Using the real estate law niche as an example, here’s a sample content calendar:
Day 5: Information about the services offered by your law firm
Some of your audience will enjoy reading articles, but keep your content output diverse with photos and videos, because these posts generate the highest amount of engagement on Facebook.3
Step 3: Keep It Concise
With a content calendar in place, you’re ready to create impactful posts. Don’t fall into the trap of sharing all your knowledge at once. Your law experience puts a wealth of information at your disposal, but huge blocks of text will alienate potential followers and drive off those who already like your page.
Use simple sentence structures when you create posts, and limit paragraphs to one or two sentences. An ideal status update should contain no more than 40 characters, and a video shared or posted on your page should run no longer than 90 seconds.3
Step 4: Keep It Colorful (and Legal)
As a lawyer, you know the power of visual evidence. You may already work with a photographer, but always secure permission before publishing a picture that doesn’t belong to you.
No matter where you find the visual components of your posts or profile, use these image sizes:4
- Shared link preview: 1200 x 628
- Shared image: 1200 x 900
- Profile image: 180 x 180
- Cover image: 828 x 315
Step 5: Boost Posts
If likes, shares, and comments pour in after you post your content on Facebook, you’ll want to sustain the momentum. You increase the chances of reaching new prospects if your successful post continues to perform well.
To keep the ball rolling, boost your post using these basics:
- Click the “Boost Post” button in the lower right-hand corner of the post.
- Select your target audience, budget, and how many people you want to reach.
- Click the “Boost” button.
If you’re looking for more information about boosting posts, Facebook provides an in-depth guide on the subject.
1Constine, Josh. “Facebook now has 2 billion monthly users…and responsibility.” TechCrunch. 27 June 2017. Web. 25 October 2017.
2“What is the 80/20 Rule for Social Media?” Cinchshare. 18 July 2017. Web. 26 October 2017.
3Ellering, Nathan. “30 Social Media Engagement Tactics That Will Boost Shares and Conversions.” CoSchedule. 22 June 2017. Web. 26 October 2017.
4Kolowich, Lindsay. “Here’s Your Go-To Social Media Image Size Cheat Sheet [Bookmarkable].” HubSpot. 30 March 2017. Web. 26 October 2017.