Updated: Apr 4
You want to put your best foot forward but something holds you back because you are not a lawyer, but only a subject matter expert in social media domain. In that case how to create a winning social media presence for your client?
That's how you can get a head start.
I will be honest here. I am a noob, when it comes to creating social media campaigns for law firms because I do not have any experience in handling legal social media or related content for that matter. Yet, I feel excited for the simple reason that I am always inspired to 'uncomplicate' things especially legal jargons which are difficult to digest and understand for a common man. Not just jargons, but the entire legal universe is full of terminology which is beyond the scope and reach of a layman. So here are few tips for aspiring social media content writers who want to get it right (both content and creative copies) whilst working through long TATs of super busy legal professionals.
Law firm but what kind?
Legal firms are of different kinds. Boutique, Solo, Small, Large, Practice Area specific, so you got to figure out the type before you spill your creativity.
Once you have an idea of the type of law firm, it will be very easy to devise a time bound social media content strategy which can then revolve around the areas of expertise of your client. For example, if your client excels in providing real estate solutions, then you may want to start highlighting their strengths as legal professionals who are expert closers and who promptly respond to queries. At the same time you can transform their social media handles into power packed CRM tools by way of setting automated responses/FAQs using the new age Meta Business Suite or any other social CRM.
On the creative side, your artworks can use original visuals which can contain inspirational quotes, useful legal tips and meanings of basic legal terms. You need to have a dedicated social media calendar in place so that you are able to schedule posts and also not miss any important days. Post slowly, but surely. More on this in another blog post.
Create Engaging Content
Let's accept that lawyers are really busy people and their priorities may not always sync with yours. However, you still need to keep your social media audience engaged. But how? The best way to get started is to research the trending topics in a particular legal domain and pick the most snackable one and start penning it down. Look for supportive #hashtags while you roll down the social media windows to share your thoughts with the readers-after obtaining necessary approvals from your client of course.
Stun Your Readers
Every brand has a story, make sure its told to those who matter
This is the most critical part where you must engage in a serious brainstorming session with your client where they sit with you and tell you how it all started and what inspired them to do what they do. Take notes and pen a script, the outcome of which could be a nice audio visual. If possible, pay a visit to your client's office and conduct a formal shoot which captures the brilliant minds in action. You can then use these original visuals and marry them to your script. Harp upon their core areas of expertise highlighting various cornerstones of their success. Keep taking feedback, without being too pushy. You must work with a very focused mindset because you are a brand STORYTELLER who needs to be equally or more passionate towards the legal profession.
Make your client trend
Lawyers are powerhouses of knowledge and possess valuable insights on a variety of topics. Hence, you must encourage them to contribute their arguments on trending topics. This exercise can either assume a solo trip where a lawyer pens a blog and shares it on their social media handle or they can be a spokesperson for their firm and share their views. You may want to start sending them dedicated e-mails on what search engine trends look like and how they can use the BLOGOSPHERE and string it to their social media to speak their mind.
Build an image bank for your client using original visuals because ORIGINAL is POWERFUL. You can then engage with a designer to create captivating graphics-both static and dynamic and wordsmith your way into creating social media posts to create a lasting impact on the audience. An editorial calendar is always the best way to get started.
Managing social media is more about setting the right goals when you are in the early phases of creating your addresses, and you must ensure that you shortlist the right platform to kick off your work. Content is king remember, and whatever you put out there will be able to sustain itself if it is research based, original and easy to decode.
Get cracking then.