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How Social Media Can Tarnish Your Law Firm’s Brand

Social media provides great opportunities to boost your law firm’s brand and establish your reputation online — when it’s used correctly. While tweeting at 3 a.m. is already seen as a less-than-advantageous way of getting your message out, what hurts your brand most is relaying incorrect or inaccurate information about your firm, not optimizing your social media profiles, and not being active or engaging on those profiles.

The following summarizes what we’ve already discussed about how social media can potentially ruin your firm’s brand:

FAIL: You Don’t Claim Your Profiles

As I stated in my post The A.R.T. of Social Media for Lawyers, nearly three-quarters of American adults are using social media on their desktops or their mobile phones, and that number is always rising. By claiming your social media profiles, you begin to to create a social presence that supports your law firm’s goals.



FAIL: You Don’t Optimize Your Profiles

Potential customers or referrals review the credentials of lawyers and law firms on social media every day. The more a user knows about you, the more you help them in their decision-making process. Your social media profiles act as your online business card, storefront and elevator pitch all in one place. Make sure your profiles provide a direct representation of your law firm and the services you provide.



FAIL: You Don’t Target Your Marketing Message to the Correct Social Media Platform

Do you know which demographics use which social media platform? This will help you determine what content to share, when to share it, and where to share it. You should develop strong marketing statements across each of your social media profiles, making sure that those messages are consistent with your law firm’s goals and the audience for that platform. And you should not be sharing the same content in the same manner across all your platforms. For example, hashtags work well on Twitter and Google+, but failed to gain traction on Facebook, and should never be used on LinkedIn.



FAIL: You Don’t Share Engaging Content

Engaging content inspires discussion and action. You can easily spruce up your social media posts with images, catchy titles, and most importantly, your insight, to try to get the conversation started.



FAIL: You Don’t Respond to Comments/Reviews

We have spent a lot of time discussing the importance of reviews and how to respond to them. The same rule should apply to comments on your social media profiles. Remember: the whole point of social media is to allow sharing and discussion. Become part of your online community by responding to comments, questions and concerns posted to your profile.



FAIL: You Are Not Being You

Does your law firm come across as human or just a list of posts? It is vital to humanize your law firm’s brand so you can build meaningful relationships with your potential clients.


FAIL: You Are Not Being Active

The social media landscape is a level playing field. Incomplete or inactive social media profiles give visitors little reason to like, follow, or choose your law firm. If you are unsure where to begin, we can help you start.



Take Advantage of These Opportunities Today

Social media is a land of opportunity. Don’t miss out on potential clients because you’re afraid it’s too difficult or time-consuming to engage them through Facebook, Twitter, Google+ or LinkedIn. By understanding how these platforms work and how you can make use of them, you can establish your brand and control your message.


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