3 Tactics Law Firms Can Implement to Optimize Their Social Media Spend

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It’s no secret: social media is a critical tool when it comes to legal marketing. Paid social can help bring new people who are looking for your services into your world, and organic social can help you establish your brand with that audience.

In fact, social media  was listed as the top channel by which potential clients find law firms, according to a recent study we conducted at CallRail. But it was also ranked #1 as the worst performing channel with almost half (47%) of small to midsize law firms reporting their firm’s social media is underperforming.


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When 17% of a firm’s online marketing spend goes to SEO or social media on average, you need to get a plan in place to optimize. Here are three tactics your firm can implement to optimize your social media spend.

No. 1: Create a social media presence and maintain it 

Social media is the most immediate advertising available today. It drastically increases exposure, yet is considerably less expensive than traditional advertising. In fact, it’s so popular that 81% of law firms and individual lawyers have some sort of presence on social media, with the largest showing on LinkedIn, followed by Facebook.

But all of this means nothing if you don’t actually use social media. Maintaining your social platforms and regularly updating them with relevant content allows you to build brand recognition repeatedly with your audience – including potential clients.


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Don’t worry. If you can’t do it alone, it’s okay to get help! Outsourcing for marketing support – including social media – is common and extremely valuable for boosting ROI. When it comes to tweeting, make sure your official account is monitored and maintained by a dedicated team. For Facebook, hire a social media manager to read reviews, compile positive ones, and respond to negative ones ASAP.

No. 2: Monitor your firm’s organic social media

What do I mean by “organic” social media? Organic social media is used without any sort of monetary payment to earn visitors and traffic. In other words, it’s free for firms – and everyone else! But that doesn’t mean you shouldn’t take it seriously. It’s one thing to use social media, but it takes a bit more effort to use social media in a smart way.

There are a number of useful social media measurement and analytics tools on the market that firms can utilize to keep better tabs on their organic social media efforts and ROI. Tools like Hootsuite and Buffer allow you to manage all your social networks from one central location, which is much easier than logging into each individual social media platform separately.

This makes the social media tracking and measurement process both streamlined and organized. Additionally, these platforms also come with their own analytics tools to assist your firm with tracking social media ROI.


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No. 3: Track your paid social media efforts

Investing in paid social significantly increases your chances of being seen by your core audience. But if you don’t monitor the ROI of your efforts, it could be a huge waste of your resources. When you look back and assess what you’ve gained from your efforts, you want to have a clear answer. And a great way to get that answer – link and call tracking.

It’s easy to view the number of visitors and even interactions your social media channels receive, but what happens after visitors leave your social media page can be a huge mystery. Do they visit your website? Do they give your team a call?

With link and call tracking, firms can get the full picture of which social media campaigns and channels drive website visits and phone calls by correlating keywords with social media campaigns, phone calls, and website visits. This lets you see which keywords are driving the most clicks and calls for your business, allowing you to better optimize your campaigns to improve ROI. The more you know, the better you can tweak your social media strategy to yield desirable results.

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