3 Social Media Platforms All Professional Service Firms Should Be On
I recently had a conversation with a friend that is a lawyer and managing partner of a small law firm. Like many small businesses today, they are in the process of re-evaluating their day-to-day business practices and realized a glaring gap in their marking and outreach capabilities. This is especially true when it comes to their presence on social media. Traditionally, most of their business comes from referrals from clients or fellow attorneys.
Where should they start?
In the social media world for businesses, there are four main channels: Facebook, Twitter, LinkedIn and Instagram. Of these four, I recommend that professional service firms focus on building and growing the first three: Facebook, Twitter, and LinkedIn. Instagram is one of our favorite social media channels; it’s visual, has high engagement rates, is a growing platform and allows for targeted advertising. That said, creating an IG profile is the easy part. Building and maintaining interest requires a lot of work, especially when it comes to creating high quality images and graphics. For small professional service firms, IG makes sense when the business is performing a lot of daily activity that can be captured by an in-house social media director or from an outside social media manager.
I advised my friend to create a Facebook, Twitter, and LinkedIn first, and spend some time planning out what they would share on each platform for the month of April. I recommended that they post at least 3-4 per week and share the following content:
- Blog posts or articles that the firm has already published on their website (if they have one)
- Key information about the firm
- Reminders of upcoming events or deadlines (e.g. accounting firms should share key tax filing deadlines)
- Third-party articles about their industry or niche area.
I reminded my friend that sharing content is okay, and in his case, they represent clients in trademark and copyright infringement matters, and articles about interesting cases involving celebrities or large well-known companies are interesting reads.
Facebook, Twitter and LinkedIn are also formatted in such a way to allow for easy sharing, and sharing other’s content is a great way to get additional eyes on your page. Who knows, they may even share some of your content in return. The key is to get started and to share information that is helpful and valuable for your potential new clients.
If you own or work for a professional service firm and have questions about social media and the four platforms mentioned above, please email us at email@example.com. We’re here to help!