Last week, we wrapped up our series on social media marketing for lawyers. We scoured each platform, detailing its audience and giving insider info on algorithms and advertising. Social media is certainly a useful tool and an excellent way to put your brand out there--however: Never put all of your eggs in one basket.
It's likely that you're aware of the great Twitter debacle that has been taking place over the course of the past few months. More than once, Twitter has been flooded with trending tags about its imminent demise. Users are jumping ship and seeking shelter on other platforms such as Instagram, Tumblr, and Mastodon.
While there's no problem with spreading your roots over multiple social media channels, there's always a chance that they too could go under. Just look at the once-popular Myspace and Vine (may they rest in peace). If you've spent time and effort on building an audience, it would be a shame to see that crumble. The impermanence of social media must be acknowledged, but thankfully, there are other ways to stake your claim in the virtual world.
Money is what makes the world go 'round and advertisers are what's most important to the billionaires that own these social media companies. Twitter has faced a massive drop in revenue due to advertisers pausing their spending. Many users wonder if they might one day try to log in only to find that their account no longer exists. This could happen any time, to any social media site--which is why you need to create a space that you own.
You should absolutely have a website for your law firm if you don't already. Creating content for social media to promote your services is, in a way, also promoting the platform that you are posting to. Your very own website is 100% you. It may cost a little bit of money, but your website will always be there. A tweet disappears into the abyss after a few hours (or days if you're lucky). It's like writing your opinion in the sand only for it to be washed away at high tide.
One major benefit of social media is the ongoing conversation and the fact that many people spend hours plugged into their favorite platform. Taking part in that conversation is an excellent way to get eyes on you. How can you replicate that and draw people to your personal website? The answer is blogging.
Unlike tweets, blogs live forever and have long-term results. They improve your website's SEO (search engine optimization) and drive traffic there through organic search. Old blog posts filled with research can stay relevant and garner views for years. It also establishes you as an authority on your subject. Many people use search engines to answer questions they have. Consider common questions in your field or a problem that clients often bring to you. These topics could make for a valuable blog post.
To read more about the benefits of blogging, check out this article from HubSpot.
Another way of staying connected with your audience is through an email list or newsletter. If you're too busy to write a blog, sending out the occasional email is a great way to keep in touch with those that are important to you. Highlight new lawyers to your practice, common tips from your field, or simply wish your clients happy holidays.
If you're wondering how to get started, there's an onslaught of email marketing software eager to assist you. They'll make your life easier with customizable templates and sign-up forms for your website. Here's a Top 10 list of the best platforms for email marketing in 2022.
None of this is to say that you should give up on social media--after all, we just spent weeks touting how useful a tool it can be in your marketing arsenal! So keep on tweeting for as long as you can. Just make sure to always have a backup plan. Establish your firm in virtual places that you "own" completely such as a website domain, a blog, or an email list. Because when it comes to the volatile world of social media, any platform could be here today and gone tomorrow.
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