Even though you run a fiscally lean office, you still understand that there are some expenditures that cannot be avoided because they are too vital to your business. A primary goal of advertising is exposure and, since the success of your practice relies in great part on your name getting out, it’s a necessity that part of your budget be set aside for advertising.
Of course, the cost of advertising varies, and how much you invest in it will depend on several things, including how efficiently you utilize social media. The more comprehensively you understand social media and which sites to focus on, the more effectively you will be able to use them to your advantage, potentially saving money in the process.
Social media is not a replacement for advertising, but it can be a good way to lower your advertising expense budget. Familiarize yourself with the most powerful social media trifecta of Facebook, Twitter and LinkedIn. Actively utilize their free accounts and you can save money on other areas of advertising, including print and television.
In terms of potential for exposure, social networking site Facebook is king. During the second quarter of 2014, Facebook had more than 1.25 billion active users. So, setting up a Facebook account is a great place to start. In order to get the most out of your account, and to put your business in front of as many people as possible using Facebook, monitor the success of your efforts using Facebook Insights.
Microblogging site Twitter averaged 271 million active monthly users in the second quarter of 2014. It is a great social media tool to increase exposure for yourself. Tweet useful information to your followers, such as links to respected industry blogs, and articles from leading industry outlets. Your name gets exposure as an industry authority since you are connecting yourself to industry leaders through the links you tweet.
News on Twitter travels at a breakneck pace, often even faster than Facebook. So, when using Twitter to increase exposure for yourself and your firm, send only very timely links to your followers.
With active monthly users topping 313 million in the second quarter of 2014, LinkedIn, the “Facebook for professionals”, is the final site in the social media trifecta. Many law firms already actively encourage their employees to participate on LinkedIn because it’s the ideal platform for professional networking and contact building. LinkedIn offers a built in Analytics tab on each user’s company page so you can assess the impact and success of your posts.
Social media is just that, social. It requires effort and time, but the payoff is more exposure and leads, as well as stronger networking and quality connections. While each site offers additional services for a fee, the basic accounts of each will satisfy most solo practitioners and small law firms. If you are looking for a way to lower your advertising expenses, consider the powerful social media trifecta of Facebook, Twitter and LinkedIn.