Well, I’ve got good news and bad news for you. The good news is that social media is still a great way to build your name recognition. The bad news? With changing algorithms in Google, LinkedIn, Facebook, and YouTube, lawyers like you will need to rethink your social media strategy to generate maximum impact. The bottom line is that updated algorithms on LinkedIn, Facebook, and Twitter have changed the reach of social media content, how that content is ranked, and the way in which content can be posted on social media.
To adapt to these changes, PSM (my legal marketing firm) has changed its overall approach and strategy for social media marketing for our legal industry clients, and I want to share our new strategy with you. First, today’s social media engagement requires a strong focus on unique and high-quality content, on engaging with your followers, and on establishing your firm as a thought leader. In practical terms, this means you will need to create more original content by adding video to your website, participating on Facebook Live, writing long-form posts, promoting blogs, and in other ways conveying your thought leadership. It is also very important to increase your personal engagement with others who like, share, or comment on your content.
By adjusting your strategy, you can work with instead of against the “New Rules” of social media. Ultimately, you want your social media strategy to enhance your firm’s voice and your brand to be “so great they can’t ignore you,” as Steve Martin famously said. This isn’t a strategy of chasing algorithms, but a strategy of helping you create and publish incredible content that builds your business.