What Types of Content Should Law Firms Post?

law firm social media contentWhen it comes to law firm social media, content is key.

If you’re not sharing your own content, you’re most likely sharing 3rd party content.  Posting these 3rd party links on your Facebook Page, Twitter account or LinkedIn Page sends readers away rather than sending them to more fabulous information about wonderful you!  Please note, posting 3rd party information is a great idea but there should be a healthy ratio.  On the flip side, if you post too often about yourself, you’ll be perceived as self promotional and that may turn some people off.

What kinds of content should law firms share?

Heidi Cohen posted an article this morning, [INFOGRAPHIC] Social Media Marketing: Choose the Right Content For the Job, on the 7 categories of social media content.  Here is a breakdown of what kind of content law firms should share via social media:

Blogs: When it comes to social media, attorney written blog posts are a great starting place.  They should include links back to your firm’s website to help with SEO as well. Blog posts are great for strengthening your brand, attracting new clients, answering questions to build your expert reputation, provide thought leadership and promote conversations with fellow colleagues in your practice area.

Images: Sharing the right image helps build and solidify your brand. I recommend you add a relevant image to each blog post, newsletter, etc. You should also create Facebook Albums that display firm events, charities and conferences.  There are many places to purchase images from including  iStockPhoto and Shutterstock.

Videos: Heidi shares a great tip when it comes to videos.  Make sure you add text to your videos as YouTube is the second biggest search engine next to Google. Videos can also strengthen your brand, attract new clients, create thought leadership, answer questions, and provide examples of how you solved a client’s problem (no names of course).

Podcasts: There aren’t many chances people get to hear your voice via social media.  Podcasts can assist you with appearing more human and trustworthy.  Podcasts can also help strengthen your brand and provide thought leadership.  They do take time and know-how to set up.

SlideShare: SlideShare is a neat application where you can upload your PowerPoint and Keynote presentations.  You can also add this as an application on LinkedIn.  Why not make your presentations go a step further and share them on social media.  They help promote your brand, attract new leads, help SEO, and provide thought leadership as well.

E-Books: Downloadable short E-Books can be added to your website or blog and are a great way to build your expert reputation, attract new leads, answer questions and build thought leadership. They are also a great way to add subscribers to your newsletter (make sure you get their approval to be added to your newsletter list of course!)

Re-purposed Newsletter Content: Turn your newsletter content into blog posts to build brand, increase thought leadership, attract new leads and answer questions.

There are many types of content you can share when it comes to law firm social media.  After reading this post, I don’t want to hear you say that there’s nothing to share! Lawyers and law firms create a tremendous amount information via knowledge management, presentations, newsletters, etc.  These can all be transformed into valuable social media posts.

What types of content do you currently share via social media? Do you share certain kinds on certain networks? I look forward to hearing your thoughts in the comments below.

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  • Hi Samantha. Yes, the nice thing about communicating these days is that people can self-select by reading your content, hearing your voice and understanding more of what you are all about before they meet you. This makes marketing and business more efficient because those who know they aren’t compatible with you, for whatever reason, eliminate themselves from the process. Those who see or suspect a fit continue to follow our words, written, spoken or visual, allowing us to help them establish more of the know, like and trust qualities they require of their lawyers.

    Another way to combine Powerpoint (or Keynote for Apple users), audio and video is to narrate one of your slide decks. It’s not too intimidating because you can do this in the security of your own office, with no one staring at you, or judging you. Camtasia for PCs, or Screenflow for Macs, allow users to be able to do this. Why let our good work rest after we present it, right?!

    • What a great idea Nancy! I’ve never thought of that before. I’ll be checking out Camtasia shortly 🙂

  • Allen Culter

    Thanks! Social media is changing everything and each industry has to figure out how to optimize their social media. That optimization will be slightly different for each niche. Any law office will benefit well from implementing these strategies. Thanks for posting!