The Three Kinds of Content Your Firm Needs on Its Facebook Page

Author: Karla Fletcher | August 9, 2016

Is your firm’s Facebook page looking a little empty? Perhaps you created a page only to realize that you don’t know what to post, or that you don’t have enough content to post regularly. Maintaining a Facebook page requires time, dedication and strategy, but many organizations don’t realize the commitment—and content suffers. It’s a common problem for many law firms.

But the fact remains that Facebook is a good place for law firms to be. Almost half of Facebook users are over the age of 35. The majority of people making $75,000 or more a year are on Facebook. And 58 percent of people using Facebook are connected to work colleagues. With Facebook increasingly becoming a destination for older, professional social media users, it’s a great way to connect with potential and current clients.

So how do you connect with users? Tech4Law identified the seven reasons why people like a Facebook page. Below, we’ll take a look at three of them and learn how you can apply them to your firm page.

  1. Interesting Content: Above all, Facebook users want to see interesting content in their feed. To break that down even further, “interesting” is usually defined as content that informs, educates or entertains. Unless it fits your firm culture, most firms should probably stay away from entertainment or humor. That leaves you with informational content to play with—and your firm probably has a wealth of information to share. Beyond basic firm updates like case results and new hires, general legal tips, best practices and checklists are the kind of posts your clients expect to see. Try sharing industry-specific information that relates to your client base, too, whether your clients work in real estate or entertainment.
  1. Content that Offers an Inside Look: Most people visit Facebook so they can check up on their friends’ lives. While your firm’s page isn’t the appropriate place to dish about attorneys’ personal lives, it is a great place to give clients an inside look into the day-to-day happenings at your firm. Pictures and videos are particularly engaging—try posting photos from events and seminars or video interviews with attorneys and staff members. Focusing on the people who make up your firm will humanize your page and entice curious Facebook users.
  1. Content that Offers an Expert Opinion: People hire lawyers for their legal expertise—shouldn’t your Facebook page reflect that? Law firms should avoid giving specific legal advice online, but there’s nothing wrong with offering your opinion on major cases, news stories and cultural phenomena as they relate to the legal system. Sharing your thoughts not only keeps clients engaged, but it also cements your place as a thought leader among your peers.
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