Leveraging Social Media to Elevate Your Brand: Are You the Next Law Firm Influencer

by Joanne Fleming | August 5, 2024

Becoming an Influencer

When you think of an influencer, you may automatically think of social media stars, typically in the lifestyle and entertainment fields. But you, as a legal professional, can also be a powerful influencer for yourself and your firm.

By engaging with your community, providing frequent knowledge and updates relevant to your audience’s lives and interests, and establishing credibility as a trusted legal figure, you have the potential to become a go-to resource in your industry. Ideally, this way, when one of your social media followers is injured in an accident, your law firm will be the first and only name they think of calling to assist with their claim.

Things to Consider from the Starting Line

When it comes to personal branding, it is important to establish a strong voice. A strong brand voice is crucial for standing out in a crowded marketplace, fostering emotional connections with current and potential future clients, and building lasting brand recognition.

If you would like to better connect with your audience and create a stronger social media presence, there are a few things to consider first:

  • Audience: Who are you trying to reach? Gather as much information as possible about the values, needs, and expectations of your desired target market. This will help you have a better understanding of how to establish your voice.
  • Firm Values: What does your firm stand for? This will help you identify your tone. For example, you may want to establish yourself as powerful, professional, and innovative, or as compassionate, experienced, and down-to-earth.
  • Competition: Who are the largest competitors in your market? Take a look at local and national competitors and notice how they communicate on their website and social platforms. Take note on the tone and voice that they are portraying to their audience.

For the best results, it’s not enough to merely have a profile on the most popular platforms; you need to make the most of your presence by actively posting and interacting to establish yourself and your firm as an authority in the legal field that people know they can turn to when they need help or answers.

Which Social Platforms Should Your Firm Utilize?

Choosing the right social media platforms for your firm is important for building a strong online presence. It also allows you to stay in touch with your audience and give them more insight into your practice areas and expertise.

In today’s day and age, there are many different social media platforms to choose from, and each of them offers a unique approach with a different audience. By understanding your personal and brand image, you can identify which social media platforms will be best for you.

Facebook

  • Who Uses It: Broad demographic of 18 to 65 years old, with the average user falling in the range of 25 to 34 years old
  • Why You Want It: Potential for higher engagement with local communities and audiences
  • How to Use It: Share firm updates and interact with community members and other organizations in your local community.
    • Example: Volunteer at a local charity or community social event such as a fun run, food drive, or parade, and post the pictures to your page. Request and share client stories and testimonials.
    • Check out Tyler Mann Injury Law on Facebook
  • Keep in Mind: Remember to consider Facebook’s large user base and potential for community engagement while being aware of algorithm changes that can limit organic reach and the platform’s focus on casual content, which might not align with a professional image.

LinkedIn

  • Who Uses It: With 571 million global users, LinkedIn is a powerful business platform for social networking.
  • Why You Want It: Offers a way to connect with potential clients, build credibility with legal professionals, and establish your firm as a trusted leader in your practice areas
  • How to Use It: Share industry insights, legal expertise, and job openings.
    • Example: Write and share guest blogs, host a podcast and post the episodes to your profile, or highlight events at which you or one of your firm’s lawyers is a featured speaker.
    • Keep in Mind: LinkedIn may be more geared toward B2B communications, rather than B2C. Keep this in mind when creating your content and set yourself up as an industry competitor.

Instagram

  • Who Uses It: With a younger average user of 25 to 34 years old, Instagram users seek connection and inspiration.
  • Why You Want It: You can connect with potential clients on a more personal level.
  • How to Use It: Build brand awareness and brand image through visuals and graphics.
    • Example: Create infographics that explain complex legal concepts, upload short videos showcasing your firm to reflect the human side of your team, and share positive feedback from satisfied clients.
    • Keep in Mind: Prioritize visually appealing, informative, and engaging content while maintaining a professional and approachable tone to effectively utilize Instagram’s platform.

TikTok

  • Who Uses It: Younger demographic of 18 to 25 years old with over 150 million average monthly U.S. users
  • Why You Want It: Chance to interact with a younger demographic, who increasingly use social media platforms as a search engine.
  • How: Showcase your firm’s personality through entertaining and/or informative short-form content.
    • Example: Create “Day in the Life” videos with your legal team, partner with other legal influencers and content creators, and produce short and engaging legal life hack videos.
    • Keep in Mind: TikTok should not be used as a commercial. Aim to produce entertaining short-form content that reflects a different side of your business and is people-focused.

X (Formerly known as Twitter)

  • Who Uses It: Wide range of users ranging from 18 to 65+
  • Why You Want It: The average user is “news hungry” and eager to stay up to date on the latest information.
  • How: Engage in real-time conversations with your audience and potential clients, and position yourself as a trusted source for legal information.
    • Example: Share legal news and updates, and live-tweet legal events.
    • Keep in Mind: Be mindful that Twitter’s audience can lean towards political discussions, making it crucial to maintain an unbiased stance to avoid alienating potential clients and preserving professionalism.

Reddit

  • Who Uses It: Average user ranging from 18 to 29 years of age
  • Why You Want It: Users enjoy engaging in discussions and prefer getting their information from “real people” rather than from polished promotional sources (like your website).
  • How: Target your engaged audience and build credibility by answering questions and concerns candidly.
    • Example: Host an AMA (“Ask Me Anything”) Q&A session, engage in relevant communities, and run polls and surveys.
  • Keep in Mind: Because of the informal nature of the platform, Reddit can be a hub for negative reviews. Respond professionally and build trust with your audience

Learn more about the power of Reddit by reading our blog on determining if your firm is “Reddit Ready.”

Establishing Your Social Media Goals

Before deciding which social media platforms your firm should utilize, it is beneficial to establish what your goals are when it comes to your social media. Is it to reach a certain threshold of followers and build brand awareness? Or establishing yourself or your team as a trusted and credible source? Defining your goals will help you establish the types of posts you will need to produce. Ultimately, having a strong online presence can help you secure more leads, connect with your clients, and create a recognizable voice.

Have Questions? We Have Answers.

At cj Advertising, we have years of experience in leveraging social media to improve brand awareness and credibility, even and especially as alternative social media platforms like TikTok and Reddit become increasingly used in place of traditional search engines to research products and services.

If you are ready to take the next steps to improve your online presence and connect with potential clients, contact us today. We are here to guide you through the best course of action to take your social media strategy to the next level.