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Last time, I discussed how to take advantage of the web crawlers used by search engines. Meanwhile, as many law firms finally embrace the phenomenon of social media as a marketing platform, lawyers are beginning to open more Facebook accounts and make an effort in building their brand through the many features of this platform. One problem that seems to be a reality for most firms, however, is the inability to post much in the way of content. Legal Productivity says:

Twitter and Blogging are pretty much one-trick ponies. But Facebook has a whole slew of features, not to mention the trickiness of blending personal information with work information.

As with your firm’s website, when it comes to search engine optimization, content is key, and Facebook requires some of that clear cut, high end content as well. There are many options to consider when seeking out valid content to post on your account, and I’m going to go over a few of them right now.

Transfer Your Data

I have talked a bit about Facebook, Twitter, and other less socially accepted media platforms for law firms in the past, and while I have listed pros and cons for using each, one thing that I must encourage all of my clients to do is embrace your choice. Once you have decided to go ahead and utilize the functionality of Facebook as a marketing tool, don’t do your job half way. You need to put the same dedication into networking here that you do on your website. Nextpoint suggests:

Posting to Facebook is easier than many social media sites. But remember that Facebook you will want to post the entire URL into the body of your status update. Facebook will then create a link preview, including a headline, any available image, and a short synopsis of whatever is available at the link you’re posting.

One way that you can do this is by transferring data from your site or blog directly onto your Facebook page. You can post once a day, or once a week, and each post can be a link to a new blog update, a video that was uploaded to your firm website, or a tidbit of news that is interesting in your niche. Not all Facebook posts need to be original content, so long as they are still quality content with a focus in your field of law.

Get Visual For Your Clients

If you can’t think of new and exciting content to post each week, and you want a little more than just links to the firm’s blog every time something hits your Facebook wall, consider getting photographic. Facebook loves photos, and so do the people who use the site. It may not be as photo-centric as Instagram, but it still operates on a fairly visual basis. In between key updates, add a little spice to your Facebook world by snapping up a few photos of the office at work, business functions, or interesting images that can be captioned with a quote about your firm. For example, if you are looking to draw in more business in the personal injury or worker compensation niche, an image of upturned carpet where someone could trip, or a slippery walkway could lead to the title, “this is an accident just waiting to happen.” Mycase.com says:

Photos foster the greatest engagement. One way to include photos on your page is to post photos of people from your law firm – this helps to humanize your law firm. Increase engagement by tagging photos and permitting “open tagging.”

If the rest of the lawyers in the office are willing to jump on board, you could post a new image of each member each week with a bit about what kind of cases they enjoy working on, or just fun candid shots around the office.

Bring In The Team

I have made this suggestion in the past for company blogs, but it works just as well for Facebook accounts, too. If you find that you are running short on information to post to your firm’s wall, get the team to help out by putting the content for your account on rotation. If each member of the office takes turns to post something each week, not only will you have a full line of continuous content on the go, but it will be genuinely unique because somebody new is writing each post.

This works for videos, photos, or long wordy updates about the firm and what they are working on now as a team. It may also help to have each lawyer sign off with their initials or a distinct signature after each post so that potential and current clients can see that this is a team effort. Similar to using imagery to humanize the firm, this sort of behavior will also help clients to see the humanity in your office, and that is always an attractive factor for a law firm, especially when clients need to hire you for personal or upsetting cases.

Invite A Guest

Just as you can have a guest poster on your blog, you could invite a local writer, celebrity, or another law firm to take part in posting some content on your site once a month. The more localized the guest is, the better the impact will be on the community in which you live. Having a guest poster from a nearby firm, or a less competitive but still relevant industry leader will bring in new readers, and make it more interesting for the town in which you live.

Another way to utilize the concept of guest posting is to take this opportunity to add client testimonials and reviews to your Facebook account. Adding a review or testimonial once a week brings in new content, and it can be particularly wonderful in terms of brand loyalty and brand awareness if the client is posting directly to your account of their own accord. In order to allow guest posters for your firm, you may need to do a little bit of research in terms of security settings, but Facebook isn’t as intimidating as it seems, and once you get the swing of things, you will never look back.

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