Social media listening involves monitoring conversations on social media sites that pertain to your law firm or the general area of law that you’re in. While it’s a relatively simple concept, it’s extremely important and can pay dividends when done correctly. Here are some specific reasons why you should use social media listening.
One of the biggest reasons is to find exactly what the prime-time players in the legal world are saying and what consumers are looking for from lawyers. By monitoring discussions on sites like Facebook and Twitter, you can get a better sense of which topics are popular and which ones aren’t. You can then take that information and integrate it into your firm’s marketing campaign to win over clients. An Orange County bankruptcy attorney might check out Twitter to see what’s hot on the topic of bankruptcy and tailor his blog posts accordingly. This way, you can capitalize on trends and avoid wasting your time on content that people aren’t interested in.
Another reason is to track down potential clients who may want the services of your firm. By using social media listening, you can conveniently pinpoint members of your target audience. This is extremely valuable because you can then take the appropriate action like friending, following or networking with these individuals in some manner. Doing so is an effective way to generate leads without spending much time and money.
In addition, you can use social listening to find quality content that you can link to to become more involved in the online legal community. If you were on Twitter and found a link to an interesting article that covers a topic in your area of law, you could “retweet” it and share it with your audience. This is incredibly simple and has two benefits. First, it can help you establish credibility with your audience. Second, it helps create rapport with relevant individuals and can act as a catalyst for future networking.
Social Media Mondays is a CaseDetails.com series covering different topics in the social media world on a weekly basis. Check back every Monday for more news on social media and useful information on how law firms can use social platforms to their advantage.