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The topic of our most recent webinar was a tool that we believe all firms should use to their advantage: organic social media. Hosted by Laura Halls, Social Media and Content Marketing Manager at ����Ӱ��, the session tackled what organic social media is, and how you can use it to cost-effectively raise your profile, build your client base, and even measure an ROI on your efforts. 

Let’s take a look at four key learnings we took away from the event:  

1. Linkedin’s personal profile v company page: what’s the difference?  

Though it might sound obvious, when it comes to Linkedin, your company page plays a very different role to your personal profile. Think of it in terms of the ‘push’ and ‘pull’ effect: while your personal profile allows you to make connections, build a network, and reach out to prospects, your company profile is the space to showcase your firm’s brand. That’s not just the work you offer, but the values your firm stands for. It’s a page that contacts both your immediate network and further, so they can ‘follow’ for an idea of your culture, as well as services. It offers you not only analytics, to measure how your audience is engaging with you, but helpful suggestions on the type of content your followers could find interesting.

2. Twitter (or X):  to use or not to use?  

There is no doubt that Twitter (or X) is a declining platform. 2023 has only demonstrated how undecided it is on its purpose, be that as a source of current events or as a platform that delivers . It’s not one to invest significant resources and time into right now, as the ROI simply is not there. But it’s not one to ignore, either, with a significant number of legal professionals on the platform both in the UK and the US. Our advice is to keep an eye on its future, and by all means, use it to stay ahead of market trends. But for now, keep your investment “light touch” (think editing down your Linkedin copy, and repurposing content from other platforms, rather than starting from scratch).  

3. Social media management platforms are critical to success

Working in and running a law firm can be hard, and posting firm updates throughout the day via multiple platforms can be time-consuming! This is where a social media management platform can come into play. These can be “bespoke built” to suit the needs of your firm and what you would like to achieve via organic social media (be this to bring in new potential clients, or to simply to grow your audience).  , and are just three that offer scheduling, analytics and integrations across different channels so  you can share content and report on the impact it has without a headache. Social media offers an overwhelming number of metrics to report on, but with the help of a social media management platform, law firms can pinpoint where their focus needs to be and cut out the noise.  

4. Connecting with clients

It’s important to remember that the metrics you can access via these platforms aren’t just numbers. They are a window into who your followers, clients and potential clients are. Who engages the most with the content you share? And what content do they like the best?  It can be a safe platform to test how different media formats land with your client pool, be that a report, poll, video or infographic. These are learnings that you can take and apply to your wider content marketing strategy.   

You can watch the full webinar on demand here. 

Want more tips? Use our Using social media to promote your business practice note for a guide on how it can benefit your firm.