The Daily Business Review reports … “Law firms are finally catching on to the social media craze after years of reluctance that saw companies in other industries strengthen their brands online. A My Case study found that 57 percent of law firms now maintain a LinkedIn presence, 35 percent are on Facebook and 21 percent are using Twitter.”
The article continues ..
But what about Instagram? Turns out the app wasn’t even included in the survey, begging the question: why are law firms off the map when it comes to social media’s fastest-growing platform?
Perhaps there’s a disconnect between the management at law firms and Instagram’s younger demographic, with more than 75 percent of users under age 35. Or maybe it’s the perception that Instagram is reserved for sunsets, skylines and swimsuits that is keeping law firms away.
Regardless, law firms intent on branding themselves around their community, culture and clients are missing an opportunity to tap into a base of users that’s 700 million strong—and growing.
Instagram’s audience may skew younger, but the millennials of today are the clients (and employees) of tomorrow, making the platform fertile ground for building a brand online.
Getting started on Instagram doesn’t have to be complicated or costly. Here are three areas where every law firm should be focusing as they plan their Insta-debut:
Culture
Potential hires—and clients—want to know a firm is cultivating a strong corporate culture. Company outings, philanthropic initiatives, holiday celebrations, office design and firm achievements are all tailor-made for Instagram.
Have fun with it by getting firm members engaged. At Schwartz Media Strategies, we’ve launched an #SMSStrong hashtag to highlight the accomplishments of employees outside the office—from hiking the Inca Trail to helping disadvantaged children in Guatemala.
Social media users naturally gravitate to accounts that feel authentic. Allowing the firm’s personality to shine through will result in followers and engagement. For example, the account @lawyer_stories features personal and professional stories about attorneys’ lives beyond law, including spotlights on community involvement, diversity in the profession and overcoming adversity.
Community
Law firms large and small boast about being ingrained in their communities when courting new clients and potential hires, and Instagram offers a blank canvas for illustrating just that. From showcasing a firm’s support for a nonprofit, to posting about the best place to grab a power lunch near the office, Instagram enables law firms to strengthen the connection between their brand and their locale.
Global law firm DLA Piper fills its Instagram feed with images of team members participating in events in the neighborhoods they serve. Recent examples include an LGBTQ parade in Liverpool, a tree planting event in New Zealand, and a breast cancer walk in Brussels.
