3 Reasons Top Performing Lawyers Are Prioritizing Social Media
It’s no secret that so much of what we used to do in person has been transitioned online, and this is especially true when we think about the lawyer-client relationship. Inviting clients out for a game of golf or happy hour drinks has quickly become a thing of the past, falling out of trend even before the pandemic required physical distancing.
Today, clients for the most part prefer shorter, more frequent touchpoints with their lawyers through phone or email. So where does that leave lawyers who were used to coordinating dinners, drinks, and sporting events to attract new clients and strengthen their relationship with existing ones?
Social media for the past several years has played an increasingly larger role in client relationship management and business development in the law world, and its popularity amongst lawyers is only rising.
In fact, 85% of respondents in a 2019 Attorney at Work survey said they use social media as part of their overall marketing strategy. On top of that, two-thirds (71%) of lawyers surveyed said that social media was ‘somewhat’ to ‘very’ responsible for bringing in new clients. That’s up from 49% in 2017, and 38% in 2015.
Whether you’ve been slow to adopt social media, have dabbled in it from time to time, or have been active for years, learning how to effectively use social media can have massive benefits for your business. Here are the three main reasons that more and more lawyers have begun to include social media as a key part of their marketing strategy:
Stay Top of Mind
Being active on social media can give you a non-salesy way to remain front and center in your clients’ minds. Sharing, commenting and liking posts will have your name continually popping up in their newsfeed, and if the information you’re sharing is full of value, your clients and prospects will continuously associate you with delivering true value.
Stay Relevant in a Digital World
There’s nothing worse than waking up one morning and realizing you’re the old dog that didn’t learn the new tricks. Law firms have been infamously slow to adopt technology and innovate, but that doesn’t mean that the rest of the world hasn’t kept moving. The reality is, most of your clients likely work for businesses that have been quicker to embrace social media and new ways of connecting. So in order to keep up and communicate on their terms, it’s critical that lawyers begin to familiarize themselves with the new modes of communication their clients are using like LinkedIn, Twitter, video conferencing, and shared instant messaging platforms with Slack and Teams
Be Seen as the ‘Go-To’ in Your Industry
We’ve all heard of the term ‘thought leader’, but what does it really mean? Being a thought leader isn’t about publishing a thoughtful white paper or opinion piece once a year or doing a keynote at a conference annually. It’s about consistently and frequently sharing insight, opinion, and predictions about your industry in a way that’s helpful to your clients and wider network in their day-to-day. Social media gives you a platform to reach your network easily to share ongoing insights about your industry and position yourself as the go-to expert in the field.
Social media is a powerful tool for helping lawyer’s meet potential clients, grow their businesses, and strengthen relationships with existing clients, but many lawyers simply don’t know how to get started or aren’t using the platforms to their full potential. In our post ‘A Lawyer’s Guide to Building your Personal Brand on Social Media’, we cover the major do’s and don’ts of social media for lawyers.