So, you’re a law firm manager and you’ve finally got on board with using social media to promote your firm’s services, to evolve with the technological times, and to attract new employees and clients.
Of course, it’s difficult to constantly update your LinkedIn account, Twitter feeds, and blog posts, but you’ve assigned associates for each task and are feeling confident about the endeavor.
The problem is, how do you get people to actually read it?
There are many strategies for increasing the readership of your online legal content—from increasing your number of Twitter followers to increasing the number of website hits by new users.
Here are a few tips on how to get your content shared, and the upsides and downsides of each idea:
1. Publish your posts on media aggregators.
Upside: Websites like Reddit, Shoutwire, and Digg allow individuals to submit links to websites, blog posts, or any Internet-based page. The community of readers then votes up (or down) the link based on a review of its content. Create flashy titles and you’ll likely see in a flash the rise of your readership.
Downside: Comments by readers can be harsh. The anonymity of the Internet allows people to write down criticisms (NSFW) that may end up permanently cached on the World Wide Web.
2. Add website sharing buttons.
Upside: Your firm’s website should have links to all of your social media accounts, as well as ways to share your posts. Programs like “Click to Tweet” make this easy.
Downside: Your firm may need a small amount of Internet savvy to create buttons on your website and restore broken links.
3. Create interesting content.
Upside: This is so obvious your firm is likely already doing it! Nevertheless, remember to write thoughtful arguments accompanied with eye-catching photos. There’s so much competition already when it comes to online content, your firm’s additions must stand out.
Downside: Yes, this requires a little more time and thought to write captivating posts and tweets.
4. Do your research.
Upside: If you know what time your readers are log on then you’ll know the best time to publish your posts. Maybe you’re getting a lot of hits first thing in the morning. People are remiss to start work at 8am and decide to read legal news or browse the web. With this knowledge, you can now set your social media to publish at certain times to target your audience.
Downside: Due diligence on your casework is no longer enough. Time to do due diligence on your business development, too.
5. Crossover multiple social media platforms.
Upside: Happy you finally mastered the art of blogging for your firm? Time to summarize that blog post on your LinkedIn and Facebook page and compile a 140-character hook for your Twitter account. Don’t be afraid to repeat the same ideas on different mediums.
Downside: Now you’ll have to memorize more usernames and passwords. More social media means more potential backlash.
In the end, it’s possible to get your firm’s name and reputation out there.
But, just be careful what your wish for. The New York Police Department (NYPD) recently tried to increase its social media presence to interact with its target audience (“the people”). Instead of wielding the hashtag to promote its officers, however, the NYPD received a top-5 trending Twitter bashtag.
The Assciated Press (via NPR) reports:
“The nation’s largest police force learned the hard way that there are legions online devoted to short-circuiting even the best-intentioned public relations campaign—in this case, the NYPD’s Twitter invitation to people to post feel-good photos of themselves posing with New York’s Finest.
What #myNYPD got instead was a montage of hundreds of news images of baton-wielding cops arresting protesters, pulling suspects by the hair, unleashing pepper spray and taking down a bloodied 84-year-old man for jaywalking.”
So, use the above tips to get your firm’s content shared on social media. Just be sure it’s content that you truly want shared.
The question for organizations is how do you use these tools to open up communications with your workers, candidates and customers, while protecting your reputation as an organization? Attend C4CM’s course, “Facebook, LinkedIn and Twitter: Developing a Successful Social Media Employer Branding Strategy.“
If you’re looking for tips on communication practices in the workplace, read C4CM’s guide “Communication Skills for Managers: Tips, Techniques, and Best Practice Strategies to Communicate More Effectively.“
Applying successful communication techniques gives you two important advantages: 1)You’ll create a harder-working and more productive employee workforce, and 2) you’ll be less likely to fall into the clutches of employee lawsuits.