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Why You Should NOT Be on a Social Media Platform!

I am constantly reading and hearing about how lawyers and law firms need to be on social media. Although it is an important part of your marketing efforts, you should not be spending all of your time there. In fact, sometimes you shouldn’t spend ANY time there!

We, as lawyers, are no different than anyone else in the sense that we can easily be caught up in the latest thing, otherwise known as “bright, shiny object syndrome.” But as I’ve said before, you need to be strategic in everything you do, and participating in social media is no exception.

There’s always something new coming out in social media, including the threads platform from Meta (the owner of Facebook) and mastodon. Maybe that new social media platform could be the thing that brings in lots of new clients and cases for your firm. But, then again, it might not. In fact, there are three reasons you might decide not to.

1. If You Can’t Do It Consistently

No marketing strategy is one that you should engage in where you do it once and then forget about it. It is never one and done. social media in particular requires a sustained effort in order to yield good results. In fact, you might not get any traction at all. Most of them require a sustained effort to do well—or to get any traction at all.

Let’s face it, you have enough to do just practicing law, and dedicating time to your marketing is on top of that. So, if you’re going to do something, do it right and make it worth that time are the most important initial determinations you have to make is whether your audience is on that particular social media platform. If your clientele tends to be older, then Facebook may be appropriate. On the other hand, if you’re trying to capture the attention of Jenn Z’s you’re going to want to be on other platforms such as TikTok.

2. If You Can’t Be Active and Attentive

Another big thing you need to bear in mind when it comes to social media is that it is interactive. It’s not just about building up a large number of “views,” “likes,” “retweets,” or “upvotes.” It’s not just about the number of subscribers or followers you have! You need to pay active attention to your audience.

If you’re responding to people and answering questions, you’re establishing that you are a real person that actively wants to connect. young people are looking to social media more and more for the social interaction. That older generations have been getting face-to-face.

To succeed on these platforms, you need to provide that interaction. Active engagement is what takes you from “a law firm I like to follow” to “a law firm I like and trust enough to work with.”

In short, don’t be on social media unless you are going to be social!

3. If You Have to Drop Everything Else to Make It Work

Marketing your practice is a multi-front war. You often have to fight several battles at once and do so strategically. To further the analogy, you don’t want to engage in battle unless you are going to gain land, resources, and/or money. Otherwise, you are just randomly picking fights with people and expending resources and money with no goal in mind.

You also cannot leverage this social media platform at the expense all of your other marketing efforts. It goes back to the old saying about eggs and baskets. Do you want to balance the risk of failure in this endeavor against the success you may be having in your other marketing efforts. This should not be the only thing you are doing, it should be a proportional part of your overall marketing strategy.

Before adding a social media platform to your overall marketing strategy, you need to ask yourself some questions. Are my potential clients there? Do I, or someone on my team, understand the platform enough to use it effectively? Do I have the time and the resources to do a consistently and be active in a attentive?

If the answer to each of these questions is not a resounding yes, then just don’t do it. It’s not worth it.You might see the potential in a social media trend, but don’t drop everything else you’re doing just to do it.

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Need More?

Do you want to leverage social media and your law firm marketing but don’t know where to start or exactly how to approach it? Are you already in social media but not sure as to whether you should add an additional platform? I can help! Just click on this link to schedule an initial, no obligation call with me to discuss your situation and how I may be able to help you make that decision.

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Author

Steven J. Richardson

Comment (1)

  1. Why Do Any Social Media Content at All? – Richardson Consulting Group
    October 30, 2024

    […] Why You Should NOT Be on a Social Media Platform! […]

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