Facebook is one of the world's largest social media platforms. For this reason, it is essential that your law firm have an active Facebook business page. Social media platforms have become search engines all their own. And keeping your law firm’s Facebook page up-to-date and active can prove to be a great way to drive traffic and leads to your firm.
Of course, when you spend your days in court or with clients, it can be difficult to find the time to manage your law firm’s business Facebook page. But this quick four step checklist can go a long way in helping you set your law firm's business Facebook page up for success.
Step 1: Complete Your Facebook Business Profile
The first thing you need to do with your law firm's Facebook business profiles is make sure that it is complete. It is important that you have filled out all of the respective contact information, about sections, services, and other relevant details like your hours and tagline.
You should also take the time to add pictures to your profile. You might upload images of community sponsored events, volunteer work your law firm has participated in, introductions to attorneys working with your law firm, and other professional and relevant images. You should also have uploaded pictures of your law firm‘s logo, so your brand can become more well-known within your community.
Once your profile has been completed, and you have uploaded videos and images, you will need to continue to upload this type of content and make any other relevant changes that may occur on an as needed basis.
Step 2: Engage With Your Target Audience
Engagement is key in the Facebook business world. There are many different ways that you can make sure that you are engaging with your target audience. You will want to engage with not only other key legal professionals in the community, but with others who may be engaging with your law firm’s Facebook business profile.
For example, if you are interested in expanding your network through your Facebook business profile, you should begin engaging with those you want to align yourself with, such as referral partners, other law firms, business associations, and other small businesses in your community. You can engage by liking their page, liking their posts, sharing their posts, commenting on their content, and tagging them in other posts that you may find relevant to them.
Another way is by responding to individuals who make comments on the content that your law firm posts. If your law firm is receiving messages through your Facebook business profile, it is important that you take the time to respond quickly. Your responsiveness will be shown to potential clients when brought to your Facebook business page. The sooner you respond to these messages, the more likely you are to build a relationship with the sender and other potential clients who may be viewing your law firm’s business page.
If you haven’t already, you can expand your target audience by inviting your friends, family, and others in your contact list to like and share your law firm‘s Facebook business profile.
Step 3: Respond to Reviews and Ask for More
Client reviews on Facebook are one of the most important advertising tools your law firm can utilize. Before people contact your firm through your law firm’s Facebook business profile, they are likely to check out the reviews. It is important that you have taken the time to not only go through and respond to any negative reviews you might have received, but your positive ones as well. When you respond to positive reviews, you are also increasing your engagement with your target audience.
But it is not enough to just respond to reviews that your law firm‘s Facebook business profile receives. You may also need to take the initiative to request reviews from former clients and peers. You can start off by leaving positive reviews on your referral partners and business profiles and other attorney profiles in your legal community. This can be a good faith effort to help gain reviews for your law firm’s own Facebook business profile.
Step 4: Start Scheduling Your Law Firm Content
Finally, if you hope to be successful on Facebook, you need to start scheduling your law firm‘s content. Between your court dates and client meetings, you will not have a lot of time to spend on social media creating posts and content. But you can take steps to create content ahead of time and schedule it out using Facebook business manager or another type of marketing automation software.
It is important to consider when your post will receive the most attention and interaction as well. For example, if your target audience is on Facebook on Mondays at 5 AM, you may want to schedule your contact to post around that time. But if your target clients are online at 1 PM on Thursdays, that may be a more appropriate time to schedule your posts for.
An important note lawyers should know: Facebook only really promotes your organic content to followers when you are also paying for ads on the site. You can expect limited engagement when you’re only using the free options on Facebook to share content.
Scheduling content is not only going to free up your time to handle other important marketing and business matters for your law firm, but it will also help keep your law firm's Facebook business profile consistent and active.