Lawyer Monthly - January 2022 Edition

38 WWW.LAWYER-MONTHLY.COM | JAN 2022 2. Get Smart with Social Media Social media, love it or hate it, continues to be one of the largest segments of the online space across the globe. It also remains a key marketing channel for 2022. But we would suggest a very different approach and encourage you to get smart with social media. Social media offers a unique way to interact and appeal to different audiences, whether that be local, national or global. Position yourself right on social media and you will likely be onto a lead generation goldmine. The problem? It is horrendously time-consuming and ineffective – at least, the way most law firms do it. Too often law firms fall into the trap of thinking that they have to be on every social media platform to be effective. This is one of the most common mistakes and can actually harm your law firm in the eyes of clients. Rather than looking at social media as something you have to do and sign up to every service under the sun, instead use the same targeted approach that you would in other areas of your law firm marketing. Be sensible about where to have an account and how many accounts you have. Do not be on every social media network If you work in corporate law, I am sure you can guess which social network will feature more of your target audience out of TikTok or LinkedIn without resorting to statistics. That does not mean you cannot or should not have both, but it mean that if you can only budget for one (either financially or time-wise), then you should choose the one your audience will more likely frequent. Go Where Your Customers Are This year, operate a policy along the lines of ‘If you don't have anything good to say, don't say anything at all.’ If you feel you can contribute to the conversation, then get involved, add value, write good content and start conversations. If, on the other hand, you do not have the time to put content out and all you are left with is a handful of social media channels posting soulless marketing messages aimed at no one once every month, then you are going to put more people off. Nothing looks worse than an abandoned social media channel where the last post was made in April 2021. Create good content or say nothing