How Law Professionals Can Utilize Social Media

By on December 12, 2018

 Image Source: Pixabay

Social media has proven to be an incredibly useful tool for businesses. That being said, those in the legal field often overlook social media’s utility in relation to law. Today, social media is a means of interaction and engagement. Distancing yourself from social media isn’t the norm, but rather, the exception. The importance of social media in marketing is only going to grow in the coming years. In fact, in an article about top internet marketing trends, experts at Rutgers University write, “Although social networks have already played a part in internet marketing, expect their importance to increase, especially considering how mobile-heavy our society is becoming.” For these reasons and more, lawyers can’t afford to neglect this critical marketing tool. Here are some ways in which legal professionals can utilize social media to their benefit:

Building a Name

One of the greatest things about social media is that its reach is almost infinite. For lawyers, this translates into the ability to target specific audiences that could later yield some major conversions. The ability to customize your social media feed means that you can establish yourself as the “go-to” lawyer in a particular legal niche or specific locality.

Kevin O’Keefe, CEO and founder of LexBlog, which empowers lawyers to increase their visibility and accelerate business relationships online, describes social media as “the great equalizer.” In an article about social media tactics for lawyers, he writes, “Never before could you, as an individual lawyer on your own, build a name and relationships as fast as you can with social media. Large law firms offer their lawyers the power of sophisticated marketing and public relations. Today, a lawyer effectively using social media can achieve more than lawyers in multi-billion dollar law firms.” An example of this is Jacob J. Sapochnick, an immigration attorney in San Diego. His effective use of social media has resulted in 138,029 likes and thousands of engagement actions. His integration of various social media channels has essentially created a social community, where potential clients are left informed and inspired.

Staying One Step Ahead of Public Opinion

Public opinion can be surprisingly hard to gauge. While you can use some news websites to determine overarching local and national sentiments, your data sources tend to be limited to the comment sections of these websites. Social media, on the other hand, is a space where people often post their viewpoints on current events. Thus, as stated by the Dolman Law Group, “social listening allows you to quantify public opinion, seeing firsthand the direction in which society leans long before major publications have responded.” This is especially handy when you’re dealing with a high-profile case.

Networking with Professionals

Social media is one of the best ways to network with other legal professionals, with no geographical restrictions. For example, by sharing another lawyer’s content on Twitter, you will inevitably build a relationship with that lawyer. O’Kefee states, “By friending on Facebook people who can add value to your life (business associates, referral sources, association leaders, reporters, executives), you’ll be surprised how you get to know others you’d have never known otherwise.”

Similarly, sharing blog posts on LinkedIn is a great way of getting to know people who are interested in your work, as they will like or comment on your posts. LinkedIn can also be used to network via groups. The Personal Injury Attorney Network is one such example. With over 16,000 members, curating discussions and hosting debates on the latest legal trends, this LinkedIn group garners a multitude of experts who are constantly interacting.

Learning and Teaching Opportunities

Social media presents a unique learning opportunity, in short-form media as opposed to books. O’Keefe recommends using Feedly as a news aggregator. “By using Feedly as your news aggregator you may monitor sources (blogs, newspapers, trade periodicals) and subjects (terms of art, cases, companies),” he writes.

In a similar fashion, social media also allows you to “teach.” Social sharing is a great way to spread any sort of knowledge — from the latest legal trends to divisive opinions. For instance, law blogging, or ‘blawging” is a quick way to report on current events from your personal standpoint.

The American Bar Association states, “blogs have the potential to provide cutting-edge legal commentary about emerging issues before the journals.” In fact, many lawyers and law firms today are focusing their efforts on firm-wide blogs. Legal knowledge and news, as disseminated through blogs, has real potential to generate solid leads, with the additional advantage of establishing yourself as an expert in your legal field. What’s more, if your blog amasses a significant following, you may find that you are invited to comment on other blogs, radio shows, and television.

It’s easy to underestimate the importance of social media in the legal field. But, as seen above, used effectively, it can be extremely advantageous to lawyers. Do give social media a try, and reap the many benefits it provides!

About Avery Phillips

Avery Phillips is a unicorn of a human being who loves all things related to people and their entrepreneurial spirits. Comment down below or connect with her on Twitter.
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