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“Write something” is the invitation that millions of Facebook users see when they glance at the user profiles in the world’s most popular online social network. For legal professionals who are active on Facebook, the invitation to write something should be appended with “and make it count.”
The status box of Facebook has been the network’s vital component for promoting engagement and social interaction. Once Facebook made the switch from profile to Timeline, companies and brands saw an opportunity to move away from shameless self-promotion and blatant marketing to engaging social content that appeals to new and existing customers. With the new Advanced Connection Targeting option that Facebook introduced earlier this year, law firms and solo practitioners now have a chance to send posts to specific groups rather than entire social circles.
With Facebook’s new advanced targeting, a NYC construction accident attorney can sit down and write a new post about the Brooklyn apartment building that collapsed on September 10, killing one worker and injuring another. Rather than sending out the post to all followers, the attorney can geographically select the audience for that post, such as those who live in the five boroughs of New York.
Legal professionals should not rely solely on the new advanced targeting features of Facebook when they write a new post or share content. Writers should think carefully about the message they wish to convey to the specific audiences they are targeting. This is not a time to send a watered-down message that speaks to general readers; the text should speak directly to the reader, extend the brand, feature a squared image no larger than 403 pixels and include a tacit call to action.
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.