Part I
As the trend of social media use increases, so have various industries’ adaption of such tools for marketing purposes. Nowadays, not only are millions of people a part of various social networks, but you can find a glimpse of almost every industry on Facebook, LinkedIn, Twitter and the like.
Most people view social media as an always useful and beneficial way for companies to connect with people (and potential clients) and greatly increase their business. Many – however – do not realize some of the disadvantages of using social media to market.
For the legal industry, for instance, it may not be as beneficial. Like all businesses, it’s important that attorneys and law firms market their company efficiently. They work to promote their firm’s practice areas, successful experience-relating anecdotes and what generally sets them apart from the rest.
But for attorneys social media is not necessarily the best professional marketing tool for your legal business.
An attorneys’ primary marketing goal is to acquire new clients and expand his or her business. People all over the world use the internet to search for lawyers to help with their legal matters. Especially if someone recommends an attorney to someone else, that person is most likely going to do a quick search on the web before calling the firm for an initial consultation.
If attorneys or law firms have existing Facebook, LinkedIn or Twitter accounts, those will most likely be the first results to pop up on a browser should a potential client search for an attorney name or firm.
This isn’t necessarily a “smart” marketing strategy. Rather than a possible client being able to immediately visit your home page, read about your success stories and winning cases or learn about your primary areas of practice, he/she has to shuffle through a few social media sites first.
Like all business on the web, if a person cannot immediately find what he/she is looking for, they often move on to something else.
This downside is especially relative to attorneys who – in general – don’t have the time to sit down and update his or her Facebook or Twitter page daily, weekly, bi-weekly or even monthly for that matter. Consequently, potential clients immediately see outdated and untouched web page content which will lower their expectations and opinion of the firm.
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