Three Tips for Getting Your Firm Liked on Facebook
Maybe you’ve heard that 25% of lawyers got new clients from social media last year. So you register for a Facebook account, create a page for your firm, then sit back as the referrals roll in.
Not so fast.
Social media is a must for any law practice. But having profiles is not enough. The firms succeeding at social media take time to grow an audience and build a relationship with them. On Facebook, this starts with getting people to like your page.
So how do you get your first likes on Facebook?
- Invite your existing contacts.
Your first source of likes is hiding in plain sight. Lurking among your rolodex of clients, prospects, and business contacts are strong advocates for your firm. Why not invite them to like your Facebook page?If your contacts are already your friends on Facebook, this is easy to do. While viewing your page, click the ellipses (…) above your cover photo and select “Invite Friends.” Anyone you invite will get notified of your page the next time they log into Facebook.
For the rest of your contacts, try sending a one-time email announcing your new page and gently asking for likes. Just don’t email more than a handful of people at a time, or you could get flagged as spam.
- Promote your page.
You should be sharing the address of your Facebook page in all the usual places. Link to it from your website. Include it in your email signature. Display the address in your next ad campaign.Depending on how your page was set up, the address may be long and include random numbers. So before sharing your page with the world, pick a shorter address. Visit facebook.com/username while logged in to Facebook and select your page from the drop-down menu. Then enter your desired address and click Check Availability. If it’s available, hit Confirm to change your address. After choosing a new address, you can only change it once, so choose wisely.
- Post engaging content.
If you can get your audience talking, you’ll not only strengthen those relationships, but also help build others. Facebook’s News Feed algorithm rewards posts that drive engagement (comments, likes, and shares) with increased reach. These posts will be shown not only to your existing audience, but also to their friends. Over time, this can increase likes through word-of-mouth.How often you post also affects how many people you will reach. Consider that most Facebook users scroll through dozens of posts in their News Feed without noticing them. So if you post a few times a week, rather than once in a blue moon, you’ll have a better chance at driving engagement.
P.S. If you find staying socially active is time-consuming, consider using Social Starter from Martindale Hubbell. Social Starter can help you stay active on social media by suggesting weekly articles relevant to your area of practice.