Social media is a fantastic way to reach your customers. In the past five years, social media users have increased by nearly 93%, making these platforms an incredibly powerful resource in unlocking the potential of your firm. That being said, there is a right way to do social media marketing- and a very wrong way to do social media marketing.
Below, we go over the seven deadly sins of social media marketing – followed by some quick tips for what you can do instead to avoid committing them. Together, we can make it into social media heaven!
- Inactivity. Over the years, we have encountered dozens of people who have created social media profiles….and then let them sit there to die. Inactive accounts will never make an impact. People follow you because they want to see your content. If you don’t post content, they will forget about you the moment their feed refreshes. The key to social media marketing is consistency. In order to have a presence with your audience you need to be present. Instead of waiting for inspiration to strike and risk your profile sitting dormant, keep yourself on a regular posting schedule.
- Sloppiness. Typos happen, but on social media they stand out like crazy. A typo or error on a social media post can make you look unintelligent and inattentive – two qualities that absolutely no one wants in their attorney. Do your best to avoid sloppy mistakes by triple-checking every single post before it goes out. Utilize grammar-check software like Grammarly, and have at least one other person review every post before it is published. It can be really difficult to identify your own mistakes, so having a second set of eyes for review is absolutely crucial.
- Over-Automation. Marketing automation is an incredible thing. Something like Hootsuite allows you to manage all of your social media accounts in one place and pre-schedule posts. You can bulk-write all of your social media content for the month, schedule it, and then sit back and work on other marketing projects. It saves marketers everywhere time and effort. Marketing automation becomes a sin when people use the set-it-and-forget-it model. Social media moves quickly, and the Twitterverse in particular responds quickly to breaking news and world events. If something tragic happens, your team should move quickly to cancel any self-promotional social media posts you have pre-scheduled. Letting automation go unchecked can make you look tone-deaf when an irrelevant post goes out in the middle of a world event.
- Plagiarism. Sorry to say that you did not leave this concept behind in law school. Plagiarism is just as serious online as it is in law articles. You may certainly feel inspired by other profiles, but never copy another person’s post, images, or bios. Originality is the key to success. We introduced the concept of your firm’s voice in this article about identity kits. Make sure that all of your social media posts are true to your voice in order to define your personality online. Never copy off of someone else, even if you really admire what they are doing. Instead identify what you like best about what someone else is doing, and put an original spin on their ideas.
- Over-Hashtagging. People who are inexperienced with social media think that everything is written in #hashtags. Hashtags were developed by Twitter so that people may easily follow topics they are interested in, but now they exist on nearly every social media platform. It is important to think of them as a search term rather than a way of speaking. #Don’t #Write #Copy #Like #This. It will alienate your audience and spotlight your inexperience. Instead, write in your firm’s voice and only add a hashtag or two based on the theme or topic of your post. For example, you could write a post about how your firm handles personal injury cases and wrap up the Tweet with one simple #PersonalInjury.
- Dormancy. Posting isn’t one-and-done. A lot of times, strong posts inspire conversations among your audience. People will share your posts, comment on them, and overall discuss your brand…and you should be involved! Do not simply ignore conversations. When you do, you are losing a valuable opportunity to engage with your audience directly. Instead get in there and add your thoughts. Your audience will love it.
- Treating all social media channels equally. Twitter, Facebook, Instagram, and Tik Tok are different platforms for a reason, and they cater to different content types and different audiences. Share different things on different channels. Give your followers a reason to follow you everywhere. If you are always posting the same content on every channel, followers will quickly get bored. Switch it up in order to keep interest alive.
A solid social media strategy is an important part of your overall marketing initiatives. If you need help developing one for your firm – contact the marketing experts at Abogados NOW today.