Unlike lawyers at large law firms who may have marketing departments or other personnel dedicated to business development for the firm, solo practitioners and small law firms face unique challenges with respect to marketing and promotion. This article presents some ideas for solos and small firm lawyers interested in using social media to publicize and promote their legal expertise and areas of practice.
I. CONTENT FORMS
a. Short Videos
Short videos, which are usually 60 seconds at most, are preferred by users of the majority of social media platforms. Unfortunately, many lawyers cannot easily convey complex legal ideas in such a short time, but that is often what is required to gain a large following on these platforms where potential clients prefer to consume short videos. Therefore, lawyers often compromise and give the best explanation they can in a limited amount of time. If you are going to use these videos to promote yourself, make sure the shot is vertical and taken on a high-quality cell phone camera.
b. Longer Videos
Videos which are over one minute and may even be as long as an hour, are found throughout the internet. Lawyers who choose not to work within the time constraints of short videos may find an audience among more patient users. A legal topic can often be explained in detail in a 3–15 minute video. These longer videos can be linked to a lawyer’s webpage or other social media platforms.
c. Blogs and Newsletters
Blogs and newsletters, which are usually between 500 to 1,000 words, have remained popular with audiences that have more patience. With an increased number of words, lawyers can convey complex legal ideas that are helpful and comprehensive. These are good alternatives, in addition to longer videos, for those lawyers who do not want to create 30-60 second social media clips. Make sure the blog and/or newsletter articles are formatted with short paragraphs and lots of headers and lists.
d. Written Posts
Short or long written posts that highlight a small area of the law or promote an individual lawyer’s personality will find an audience on various platforms. These posts can be used to share knowledge, directly publicize your services, or convey aspects of your personality. Make sure they have a good hook and encourage comments.
II. CONTENT PLATFORMS
a. Short-Form Video Platforms
The key platforms for short form video also happen to be the platforms that are most likely to go viral or make a lawyer well-known. The rules for success on these platforms are complex, but there are ample examples of lawyers succeeding in these formats.
b. Short Written Content Platforms
Short written content platforms are leaders for brief written communication, as opposed to platforms which often focus on longer written content. Conveying ideas in a short-written format that touches a nerve and generates responses will help lawyers build an audience on these platforms. Many lawyers have seen massive success on these short form platforms. Make sure to engage with other creators who interact with your ideal client.
c. Long-Form Content Platforms
Longer written content platforms are preferred by audiences that are turned off by the short form nature of brief writing. In addition, these platforms have tenacious users where a lot of business is transacted, including by service providers. Some platforms in particular will start to prioritize longer posts in the form of newsletters, especially when the newsletter is tied to a personal rather than a business account.
III. ETHICAL CONSIDERATIONS
Social media offers valuable opportunities for attorneys to build their presence, connect with clients, and share insights. However, it’s equally important to stay mindful of the ethical obligations that apply to online activity. Attorneys should remain familiar with professional rules governing client confidentiality, attorney advertising, solicitation, and communications about legal services to ensure that their online presence reflects both professionalism and compliance with applicable bar standards.
Reach Out for Guidance
If you have questions about how these strategies could work for your practice or want to explore ways to enhance your firm’s online presence, don’t hesitate to reach out. Our team is available to provide guidance and support to help your firm connect effectively with potential clients.
Source: How Attorneys Can Use Social Media Marketing Effectively and Ethically
