If you’ve just started your law firm – or you’re planning to launch soon – one decision you have to make is whether to market on social media.

And if so, which channels should you choose?

The most important thing, online marketing experts say, is to have a clear and coherent plan.

“Each channel has its unique strengths for customer engagement,” according to business writer Jacqueline Medina for the U.S. Chamber of Commerce. “Because it takes time, effort and money to put a successful social media strategy into action, it’s important to give your social media presence a clear goal. Social media isn’t a repetition of what you already offer. Your activity should improve something in your overall marketing strategy.”

Below are highlights from Medina’s article: Startup 2021: Choosing the Social Channels That Are Right for Your Business.

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Choosing the Social Channels That are Best for Your Firm

Here are five pointers taken from Startup 2021: Choosing the Social Channels That Are Right for Your Business (all quotes are from Jacqueline Medina):

• Identify your audience. “Demographics are a start, but figuring out exactly what your customers are looking for and how they attempt to get it will help you plan an effective social media presence.”
• Consider your industry. Be sure to follow the ethics rules on marketing, advertising and confidentiality.
• Build awareness of your firm. “A major strength of social media is its ability to increase brand awareness. By providing customers with easy-to-consume media on platforms they also use for leisure, you build comfort and familiarity.”
• Research your competitors. “Discovering your place on social media will also give you insight into your competitors. As you look into the channels that suit your industry and audience, pay attention to how your competitors are utilizing social media — and how their audiences engage. Aside from learning where you stand, spending time researching competitors’ social activity will show you which media is most relevant to your customers. Once you understand what works best for them, you can look into how the tools offered by different social channels can leverage your brand.”
• Know the top platforms. The big players are Facebook, YouTube, Instagram, LinkedIn and Twitter.

Source: Choosing the Social Channels That Are Right for Your Business (uschamber.com)

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