Social Media Marketing

Law firms which use social media as part of their marketing campaign find themselves in a Catch-22 position. Most industries use a strategy which involves building a social following, a loyal fan base. But how do you do that when most people do not actively need your services? The answer is, you don’t!

In reality, the brands that are going to have the most success developing a loyal following on social media are the same ones that can develop those fans without social media. These are brands like Nike, Coca Cola, Kim Kardashian. So ask yourself: Do you have screaming fans who flock around you when you get out of your car? Are people wearing your logo all around town? Probably not.

But do you have a collection of past clients who are willing to speak positively about you and provide you a referral? Hopefully, the answer to that question is “yes.”

Scoping Out Your Strategy


Gladiator Law Marketing provides tailored social media initiatives that are coordinated with your firm’s overall Web marketing campaign. Some clients leverage social media for case referrals, while others emphasize brand awareness and relationship marketing. Depending on the objectives of your social marketing, here are some of the tools to consider:

Facebook: With 1.5 billion monthly users – two-thirds of whom login daily – Facebook usually plays the largest role in a law firm’s social media. Facebook is an online community for families. Of all of the social media platforms, Facebook is the most stable, and it’s very likely to stay that way. People in general will go through different phases in life, but they always come back to family. That is why for law firms whose primary customer is the general public, Facebook is our platform of choice.

Twitter: 77% of Twitter’s 271 million users are outside of the U.S. (only 13% of the American population has a Twitter profile), and these users have demanding expectations, often expecting a response within an hour if they tweet your firm. Twitter is a great tool, but it comes in a distant second to Facebook. It is estimated that for any company to receive a return on their efforts (let alone a positive return), the company must tweet at least 5-7 times per day. Twitter is extremely time-consuming; however, there is still a significant percentage of the population using Twitter, and it should not be ignored.

Google+: To date, Google+ has turned into a platform where businesses go to promote themselves for various perceived marketing advantages. However, the vast majority of Google+ users are other businesses there to do the same, so promoting your firm on Google+ could be rather ineffective.

Ignoring Google+ is not the answer. Google is a powerful company which will likely not abandon Google+ entirely; rather, we expect it to continue to make changes until it becomes something that works for them. What that something is going to be, we don’t know. Today it’s a place to post content and keep your business information up to date for other Google services, such as Google Maps.

LinkedIn: LinkedIn is not exclusive to B2B law firms, but that is certainly who will benefit the most from using LinkedIn. Across all marketers nationwide, 63% agree that LinkedIn is the most effective social marketing tool for B2B companies, because the decision-makers of businesses are on LinkedIn to either network or promote their own company. The point is, they are on LinkedIn — which means one more opportunity to get your message across. If you can provide valuable information that will help them run their company, they will come to you when they need your services.

As a small law firm, if your social media strategy exclusively relies on driving conversions through the development of a Nike-esque fan base – you’re off track. The level of investment needed would quickly diminish any chance at a return on investment (ROI). Instead, focus on generating referrals, collecting client reviews, and building brand awareness. In essence, don’t go chasing waterfalls.

Why be Social at all?

  • Clients and potential clients expect you to be on social media. We live in a world of information overload, and people want to take advantage of that. They want to find out who you are before they contact you. So they are going to read your attorney bio on your website and look you up on social media. If you do not provide them with what they are looking for, they are going to go somewhere else.
  • Social profiles give your happy clients an opportunity to brag about you. When they brag about you, whether commenting on a post or writing a review, their entire network will see that — and anyone coming to your social media profile will see that. This broadens your reach and plays a part in increasing conversions from your other marketing initiatives.
  • Build Brand Awareness. Most people on social media do not need an attorney… yet! And even if they never need your services, at some point they will likely know someone who does. Done correctly, social media advertising can be an incredibly cost-effective means to deliver your message to the masses.

Can I Get Cases from Social Media Marketing?

Absolutely! Our clients regularly report that they receive inquiries and cases from our social media activity on their behalf. However, the key to a successful social marketing campaign is to recognize it is only one part of the puzzle.

Our diversified Web Marketing campaigns maximize ROI by applying your marketing dollars in the most advantageous direction. If your marketing places too much emphasis on social marketing, or if too much of your budget is spent on social media, it will be difficult for you to achieve the desired return on your investment.

How Do I Get the Word Out?

The phrase to remember is “effective frequency,” which refers to the number of times a person must be exposed to a message before a response is made. Most estimates place the effective frequency across all industries at between 3 and 11. What is that magic number for law firms? The answer is, it depends on a number of factors, including the message itself, the individual receiving the message, and how many other messages that person is already receiving. You can fit only so many penguins on the iceberg!

Our experience shows us that law firms need to be on the higher end of that effective frequency number range. Combining social media with other brand awareness campaigns, such as SEO, pay-per-click advertising, email marketing, and content promotions, will help law firms achieve the desired effective frequency.

Let’s Go Make Some Friends

Gladiator Law Marketing can evaluate your existing social media campaign or work with you to craft a custom approach that works best for your law firm. Reach out and let’s talk about the best ways to make your social marketing work for your law firm: 1(888)683-3212 or contact us online.