Never Forget That You Are Trying to Appeal to the Human Reader

When it comes to promoting your law firm, it is critical that you never forget about the human factor.  An article posted on Mashable.com, “The Future of Public Relations and Social Media,” explains this concept well.

Social media has allowed law firms across the country to reach a broader audience, in a more cost effective manner.  Attorneys who have seen the opportunity provided by social media have taken action and are now PR powerhouses.  Somewhere along the way, though, some lawyers have lost sight of the overall goal of social media, which is to create and foster relationships.  Instead they pump out press releases, blog entries, tweets and Facebook posts that lack personality and that “human touch.”

Finding Balance
Only a small percentage of your tweets, Facebook posts and blog entries should be focused on promoting your law firm and practice areas.  The larger portion of your messages should be geared towards becoming an industry source – an expert in your field.

You need to be able to understand your target audience and identify what type of information would be helpful and of interest to them.  Develop your messages around your audience and you will have a much higher success rate with your social media campaign.

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