Why are law firms struggling with social media?

Confession time. I’m not a big fan of social media.

Perhaps it’s the introvert in me or the fear of a public backlash if I post something that someone doesn’t like. As a former journalist, I know from experience that particular fear is well-founded.

That’s not to say I don’t have any social media accounts, I do, and I also frequently write and post content on behalf of clients. When it comes to my own though, I’m more of a lurker.

As a communications professional, I appreciate that, whether you like it or loathe it, social media permeates so much of our lives nowadays. It’s where we go to stay connected and be entertained, but it’s increasingly also where we go to be informed and to research, read reviews and ask for recommendations before we buy products or services.

It’s a shop window, in the same way that a company’s website is, but one that’s got the potential to pick up more passing trade – if you’ve got your display up to scratch.

That’s why I was surprised to find that one in four law firm partners think that marketing their company on social media is still a waste of time, just one of several interesting findings in First4Lawyers’ latest white paper, TikTok or TikNot: Law firms in the social media age.

Law firms, on average, are spending a quarter of their marketing budgets on social media but are seeing little return on their investment as they struggle to make it work for them, the research says.

The struggle for engagement seems to be one of the biggest issues, with firms posting on platforms but seeing little in the way of likes, comments and shares and sometimes not even that many followers. Curiously, however, the posts keep coming even though the engagement does not.

Putting money behind them will, of course, widen the net of potential consumers you reach, but it won’t buy you better engagement levels if your content still falls flat.

As a legal PR specialist, I know that the business of law can sometimes be, well, a little dull. Sure, law can be hugely compelling, uncovering miscarriages of justice, making history, effecting real change, but it can be hard to get excited about the intricacies of will writing or applying for a grant of probate.

Content doesn’t have to be boring, however. In a LinkedIn Live to accompany the launch of the white paper, First4Lawyers’ director of marketing Andy Cullwick name checks several so-called boring brands who do social media well. They include London North Eastern Railway and Maersk, described as integrated container logistics and supply chain services on its own website, which despite its less then sexy name has over three million followers on Facebook alone.

You don’t have to be a social media whizz to know what works are the interesting posts that stop our scrolling in its tracks. Providing a variety of content that engages, informs and entertains. Lawyers are, by nature, a risk averse bunch and quite rightly understand that certain subjects need to be treated sensitively, but I think perhaps the key to better success on social media is for firms to think outside the traditional, formal legal box.

Inject some personality into your posts, profile the faces behind the firm, shout about your successes and include satisfied clients where you can. The white paper also talks about finding your tribe – those interested in hearing from you – rather than the ‘cover all bases’ or rather all social media platforms, approach.

TikTok – still seen as the new kid on the block despite being around for eight years now – is a step too far for some as evidenced by the fact that only a handful of the 100 firms First4Lawyers surveyed were on it. But it’s worth a lurk to see how Attwells Solicitors has built up a following on there with some of its videos racking up millions of views.

Libby Hendry, the firm’s former social media manager and the brains behind its TikTok success, offers some helpful tips for others looking to up their social media game. Among them, have a strategy, clear and achievable goals, and metrics to measure your success. Don’t be bland, be brave, be authentic and, above all, don’t be put off if it doesn’t work straightaway.

It’s a long game but it’s all about taking that first step which, in this case, is taking my own advice. I’m not quite ready for TikTok yet, but you can find me on LinkedIn.