Facebook has had more than enough time and opportunity to make a difference in legal marketing. So where are the compelling case studies of Facebook for law firms? Where are the clear, replicable methods for acquiring new clients and deepening relationships with current ones?
Facebook is a hobby, a time=money-wasting diversion. It’s long past time for legal marketers to take a pragmatic, unsentimental and non-magical thinking look at their Facebook activities and make a tough decision on whether to continue the quixotic pursuit of the unicorn called Facebook marketing success.
And if you haven’t started trying to build your brand on Facebook, don’t. While there’s a lot of money to be made in Facebook for law firms, nearly all of it is by social media strategy consultants and content creators who are more than happy to enable the fantasy.
- It’s a walled garden – Only people actively looking for you can find you. There is no “long tail” for your delightfully engaging content, no serendipity where prospective clients searching the interwebs happen upon your latest “wow” moment.
- For solos, your firm’s fans are already your personal friends – Facebook is great for nurturing real-world social relationships. Your followers already know you’re a lawyer; no need to beat them over the head with it.
- The best traffic-building strategy for Facebook is giving things away – Law firms typically don’t offer coupons or traffic in daily deals — and they shouldn’t. Granted, running a contest or a fundraising promotion can lead to “likes” — but who’s found the secret to turning those likes into leads?
- You can’t easily personalize communications or follow up with individuals – Asking Facebook fans to “Share Your Email Address” is tantamount to requesting “Let Us Pull a Hair Out of Your Nose.”
If you have an example of sustained success in Facebook marketing for solo and small law firms, I would highly value learning about it. In fact, I’d welcome the opportunity to share it here.