Almost 2.5 billion people use social media – are you taking advantage of this powerful marketing tool? Today, social media is how people connect, and you can certainly use it to your law firm’s advantage.

With numerous platforms to take advantage of, you can reach a much broader audience than you might with other forms of marketing. However, there are several social media mistakes that new users are guilty of making. To help you avoid newbie mistakes and reach your target audience effectively, we’ve put together this brief list of social media tips.

Don’t Use Every Social Media Network

You don’t need to be active on every social media network you can find; you just need to be active where your target audience is. If your target audience doesn’t typically use a certain platform, then you’re wasting your time posting to it. Don’t spend valuable time on networks where you don’t have an audience that is receptive to your work. Instead, focus on two platforms and make sure you keep them updated with fresh content.

Determine Your Target Audience

Before you can determine which social media platforms to use, you must decide your target audience. You’ll also need to conduct research to find where your target audience is most likely to be active. If you’re a B2B attorney, then you’ll likely have success on a business networking platform like LinkedIn. If you market to women, then Pinterest is a great place to start. Of course, Facebook is always an option, but the network is enormous and generally overcrowded with advertising. To make a stronger impression and reach more people, you’ll probably have to add paid advertising to your Facebook approach.

Don’t Post the Same Content Everywhere

There are multiple forms of postings you can employ across social media. Photos will work well on Pinterest and Instagram, but you can also provide links to other useful information. Another popular option on Instagram is video, and audiences tend to respond to it well. Audiences enjoy variance in the type of media they see, so try to make use of several different approaches.

Always Monitor Metrics

Metrics are your method of determining if your content is hitting the mark. Many social media platforms have built-in reports so you can monitor whether your audience is engaging with your postings. Continually checking your reports will allow you to refine your approach so that you reach your target audience with impactful content.

Time Your Postings Appropriately

You should always post to each social media platform when your target audience is most active. You’ll need to do some research to determine when users are most active on each network, but it can pay off. If you post during times when your audience isn’t actively using social media, your content will get lost among millions of other postings, and your audience may never see it. If you time your postings, however, they will show up in front of your intended users and are more likely to engage them.

Social media is all about promoting your firm, so make sure you provide useful content that your audience will deem valuable. It’s not difficult to connect with your target audience via networking platforms, but just like any other form of marketing, you’ll need to create an effective plan. To learn more about how you can use social media to market your firm, contact Market My Market. The experts at our legal marketing agency will help you develop a plan to maximize your social media lead generation.