That’s right, we said it: Facebook sucks (but please don’t tell Zuckerberg we said that!) The social media platform can be a double-edged sword for law firms. From the challenge of organic reach to privacy concerns and time-consuming social media management, it’s easy to see why some attorneys may want to skip it entirely. But here’s the thing — no matter how much of a pain it is, we think you still need Facebook.
Not convinced? No problem! Buckle up and read on to find out why you should embrace the power of social media for your law firm.
The Drawbacks of Facebook for Law Firms
I’m sure we can all think of many things we dislike about Facebook. In the context of marketing a law firm, though, there are several specific challenges.
The Not-Very-Far Organic Reach
Back in the early days of Facebook, a business had a decent chance of reaching its audience by naturally coming up in their feed. In about 2012, that organic reach began to taper off and has proceeded to drop dramatically in the years since.
The algorithm changes implemented by Facebook that have limited organic reach make it difficult for law firms to stand out among the noise and competition unless they pay for ads. Shocking, right?
Privacy Concerns and Legal Issues
Facebook’s data collection practices give rise to privacy concerns, posing both legal and ethical questions. Law firms must tread carefully when using a platform that has been under fire multiple times for its mishandling of user data and other shady practices.
Time-Consuming Nature of Social Media Management
Managing a law firm’s presence on social media platforms is, to put it mildly, a never-ending time suck that takes away valuable time attorneys could otherwise spend on billable hours or client work. To maintain an active presence on Facebook, law firms may need to allocate resources for dedicated staff or consider outsourcing their social media management.
Regular content creation and monitoring for engagement are key to keeping the law firm’s Facebook page active and visible to potential clients.
Authenticating Accounts Is More Complicated Than Buying a House
Authenticating accounts on Facebook is downright obnoxious. The process often involves multiple steps and can be time-consuming, leading to frustration and taking up more time that lawyers could be using to help clients. And just when you think you’ve got it figured out, they change it again.
Have a Problem? Don’t Expect Facebook to Have an Answer
Law firms using Facebook will find there is minimal business and consumer support for issues they may face on the platform. The available customer service options for law firms are limited, with a lack of dedicated support to resolve problems efficiently.
Resources and guidance for law firms seeking assistance are inadequate, and there is limited accountability and responsiveness from Facebook’s support team for business concerns.
Its Feed Is Incredibly Repetitive
Facebook’s feed algorithm often presents repetitive content, which poses a challenge for law firms aiming to stand out and reach their target audience. With reduced engagement and visibility, law firms may struggle to differentiate themselves from other attorneys in a saturated Facebook feed.
They Close Accounts for Unknown Reasons
Facebook’s account closure policy lacks transparency and fails to provide a clear explanation for the closure. This can result in law firms losing access to their valuable online presence suddenly and without any reasonable explanation.
Remember the lack of support we mentioned earlier? Limited avenues are available for resolving these issues, sometimes leaving law firms with no clear way to recover their accounts.
Ads Blocked with No Clear Explanation
Law firms often find Facebook’s ad-blocking policy frustrating, as their ads can be blocked without any clear explanation. This can result in wasted advertising budget and limited reach to potential clients. Navigating Facebook’s ad policies becomes crucial for law firms to ensure that their ads are not blocked. However, the lack of transparency in Facebook’s ad-blocking process makes it challenging for law firms to understand and resolve any issues that may arise.
Why We Still Think Your Law Firm Needs Facebook
Despite its limitations, Facebook remains one of the most popular social media platforms with a large user base. While it may not be the most effective platform for lead generation, it can still play a valuable role in a law firm’s overall marketing strategy. The key is having help from someone with experience navigating all of the pitfalls.
Building Brand Awareness
Facebook provides law firms with a powerful platform to build brand recognition and reach a wider audience. With over 2 billion active users, Facebook offers unparalleled visibility and the potential to connect with potential clients.
By regularly posting informative and educational content, law firms can establish themselves as thought leaders in their fields, showcasing expertise and building trust among their target audience. Additionally, Facebook’s targeted advertising options allow law firms to reach their client base, ensuring that their message is seen by those who are most likely to be interested in their services.
Building Trust and Credibility
Facebook provides law firms with a valuable platform to showcase their expertise, build trust among potential clients, and demonstrate a commitment to transparency and professionalism. This can be done through sharing valuable content, engaging with followers, highlighting client testimonials and sharing success stories.
Client Engagement and Interaction
Engaging with clients and fostering meaningful interactions is crucial for law firms, and Facebook provides a platform to do just that. By encouraging client comments, reviews, and messages, law firms can become more than just a name and a logo.
Regularly posting informative content on Facebook keeps clients engaged and informed. Interactive features such as polls, live videos, and Q&A sessions can also enable a direct connection between law firms and clients.
How to Effectively Use Facebook for Law Firms
We’ve established why Facebook is still important despite its many failings. So, how do you make it work for your law firm?
Analyzing Data to Measure Success: Facebook’s built-in analytics tools provide valuable metrics such as reach, engagement, and conversions for every post. By analyzing this data, law firms can identify the type of content that resonates with their target audience and optimize their social media strategy accordingly.
Optimizing Your Law Firm’s Facebook Page: There are many aspects to optimizing Facebook for law firms or other businesses — choosing the right profile and banner images, adding a well-written description, linking to your website, and many more.
Developing meaningful content for your audience: By understanding the needs and interests of your target market, you can tailor your posts to resonate with them. To keep your audience engaged, strive for a mix of informative, entertaining, and educational content. Experiment with different content types, such as videos, images, and articles, to keep your Facebook page fresh and interesting.
Engaging with your followers and responding to comments: Engaging with your followers is essential for law firms. It demonstrates that you value their input and helps build a sense of community within your target audience. Encourage feedback and ask questions to encourage more interaction and conversation. Always be respectful and professional in your responses, even when dealing with negative comments or criticism.
Leveraging user-generated content for increased engagement: Incorporating user-generated content (UGC) into your law firm’s Facebook presence can be a powerful way to boost engagement and connect with your audience. Encouraging clients to share their experiences and testimonials on your page serves as social proof for potential clients.
Keeping up with the ever-changing algorithms: Adapting to the ever-changing algorithms of Facebook is crucial for law firms to maximize their organic reach. By regularly monitoring and analyzing data, firms can identify trends and optimize their content strategies. Staying proactive and adaptable is key to effectively leveraging Facebook’s algorithms.
Utilizing Facebook Ads strategically: Facebook Ads enable a wide range of targeting options, allowing you to reach a more specific audience for your law firm. You can also set a budget that fits your needs and closely monitor campaign performance. Experimenting with different ad formats, such as carousels or video ads, can also be an effective way to engage users.
Need Help Leveraging Facebook for Your Law Firm?
Despite its drawbacks, Facebook is an essential tool for law firms when you know how to use it. However, it can be a tedious, time-consuming process to navigate the platform’s eccentricities. If your law firm is struggling to leverage Facebook marketing for attorneys effectively, Thunderhead Marketing is here to help. Our social media management team helps law firms across the United States to harness the potential of social media platforms for building their practice. Contact us today to learn more.
