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Taylor Burton Mar 2, 2022 8:39:02 AM 4 min read

Know Your Audience: Which Social Media Platform is Right for You?

Social media. No matter how you feel about it, there's no denying that it is perhaps the most accessible of all marketing tools. It's a useful way to get your content out there and connect with people (who, on average, spend 2.5 hours a day on social media). For those looking to spread the word of their brand, it is a must-have.

However, every social media platform is different. The demographic and goals of the users can vastly differ; some may align with your services better than others. This should be considered when devising your social media marketing strategy. So which social media platform is the perfect match for you and your firm?Business man with the text Social Media in a concept image

Facing up to Facebook. The most infamous and widely used social media site with 2.7 billion active users. Facebook has an impressive range in age, with an older audience not usually found on other platforms. If your firm focuses on issues important to older adults such as elder law, estates, or family law, a Facebook presence is a must.

It's a good place to advertise too. With Facebook Ads, you can specify your demographic so you know your content is being delivered to the right audience. It will also deliver an accurate report on how your ads and posts fare.

You can post all types of content on Facebook, so experiment with what works. Here's a secret: Facebook's algorithm favors live video and image uploads over other posts.

Lastly, since Facebook is personal, do not be afraid to get personal. Use it as an opportunity to interact with your audience genuinely, promote awareness of your expertise, and build credibility. If you establish a trustworthy presence, then your clients will come straight to you when the need arises. Don't forget to express gratitude towards those who utilize your services!

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Twitter on the Fly. Twitter is fast-paced, with a focus on the latest news and trends. You only have so much space to say what you want to say inside of a "tweet" so keep it short and sweet! Make use of trending hashtags to up your visibility and link to other places on the web to truly capture your audience. If your practice deals with a lot of hot button issues, you'll want to have a Twitter and get in on the conversations.

Twitter is a great place to quickly and easily interact with consumers and other businesses. You can share anything and everything with the click of a button. Keep the content fresh because life moves fast on Twitter.

Hashtags written on multiple blue road sign

Instagram for Insta-Success. If you have picturesque content, Instagram is the place for you. It is an image-driven app with minimal linkage and boasts a younger audience, with its largest demographic being adults under 30. So if your clients tend towards the younger side, you'll want to be on Instagram in order to readily connect with them.

Even if you don't have a wide array of real-life photos to share, you can get creative. Try turning simple text into dynamic graphics in order to convey your message. Share helpful legal tips, inspirational quotes, and exciting updates.

If you're wondering how to get started or looking for inspiration, check out these tips from Nivan.

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Link up with LinkedIn. LinkedIn is a place for professionals to gather, putting focus on company and business interactions. The majority of LinkedIn users have higher levels of education, with half of the user base possessing a Bachelor's degree. It's the perfect place to create and share content with a focus on education and inspiration.

If your firm provides legal services to businesses, LinkedIn is your match made in heaven, with over 55 million companies and growing. It's a great place to stay on top of legal news and updates. Your previous clients can also easily "recommend" or leave reviews of your firm so that you can extend your outreach.

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You and YouTube. Even after all these years, YouTube remains one of the most popular sites on the web, boasting nothing but video content. With video marketing getting bigger every year, having a YouTube account is a good way to show consumers that your business is active and keeping up with the ever-changing world. The options are endless when it comes to video: you can emphasize calls to action, highlight your services, share client testimonials, create how-to videos...anything that suits you!

If you deal with education, the environment, health law, animal law, or any other issue that a great number of people value, use YouTube to create a stunning video that will tug at the viewers' heartstrings. A video would also be a great way to tell the story of your brand. Now is the time to flex your creativity.

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Of course, no one said you had to pick just one social media platform to focus on. In fact, as long as you have strategy driving your online presence, more is better. Don't be afraid to diversify. Having multiple social media accounts will expand your reach. With slight adjustments to fit the differing standards of each site, you can reuse the same content across the board. You can also repurpose existing content, like information you might put in a weekly email or blog, for social media. 

Know your audience and always pay attention to which efforts yield results. It will certainly pay off in the long run.

Want to learn more about marketing? Join us on March 22 for our course "Ethics of Attorney Marketing and Solicitation" to learn the ethical do's and don'ts of marketing. Or just leave us a suggestion in the comments below!