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Top Social Media Marketing Mistakes Lawyers Should Avoid in 2017

Social media should be a cornerstone of your law practice’s marketing plans for 2017. Here are the top SMM (social media marketing) mistakes you should avoid as you put those plans into action.

  1. Not having a Social Media Marketing strategy to begin with.

By now, you should know that SMM is here to stay. Any law practice not using it to engage prospects and maintain clients is limiting its reach. You’ll want to be very clear on what strategy you plan to employ in the coming year. With consideration to your overall marketing budget and your established social media policies, decide whether you want to be pushing out content on a daily, bi-weekly or weekly basis. Then figure out what resources you’ll need to pull that off. Remember to solicit input from new associates, who tend to be knowledgeable about social media platforms and their uses.

  1. Choosing the wrong voice to express your SMM.

. When choosing someone to represent the voice of your practice, make sure they’re able to fluently articulate information about your business. Their social interaction skills should be superior, and they should be intimate with the nuances of your practice – what areas of law you address, what your business goals are, how you structure your work, the potential hot-button issues that might come up.

  1. Failing to stay engaged.

It’s not enough to float some information out on social media once a month and expect any kind of real social media engagement. You need to keep at it, regularly. You don’t want followers of your feeds to wonder why they ever signed up for it in the first place. Make sure you post on a regular schedule and check in consistently. The last thing you want, for example, is for someone to post a negative review of your practice on Facebook that sits out there for days without your response. Social media interaction must be swift, assured and respectful.

  1. Not integrating SMM with other marketing efforts.

Your SMM should integrate seamlessly with all your other marketing, whether it’s TV or internet ads, direct mail campaigns, public appearances or other efforts. The look and feel, and the tone of voice you use, should be the same in SMM as in any other marketing piece. Not only that, but you should consider cross-referencing. For example, you might use Facebook to promote your website blog, pushing prospects to your lead capture page.


  1. Ignoring the needs of prospects and clients.

Followers of your social media platforms want useful information. They want to feel you’re solving their problems and therefore improving their lives. Any content you put out there should offer them a chance to learn or experience something. When it comes to linking, use hashtags sparingly and make sure they’re relevant to your readers. And take every opportunity to respond to a prospect or client. Remember, social media is just that: social. Responding to posters builds trust in your practice and camaraderie with your clientele.