iAnyone involved in online marketing can tell you that the landscape changes constantly. Design layouts, algorithms and policies rarely stay the same for long. New platforms appear and old ones virtually vanish. Adapting and staying ahead of the curve are essential to a successful online presence for your law firm.
Social Media is an important part of that ever-changing online landscape. Here is a look at what is happening in 2014:
Facebook remains one of the most popular Social Media platforms, numbering more than 1.23 billion users worldwide at the end of 2013.
Facebook recently has made several important changes that will affect your online marketing efforts.
Those who manage business pages likely have noticed a decrease in the visibility that their posts receive. It is important not to get discouraged with this change, but realize that you might have to shift gears. You still can reach your fans, as well as other Facebook users, via Facebook ads and sponsored posts. This makes Facebook’s ad service more crucial than ever. Thankfully, another Facebook update expanded the available targeting options.
In addition to these changes, Facebook recently discontinued its “sponsored stories” ad service. If you relied on this service in the past, now is the time to reallocate your budget.
In mid-March Facebook began rolling out an updated look. Some of the changes include font sizes and the placement of posts on the feed.
Page managers can also expect to see changes to the business page design and layout soon. Keeping your law firm’s business page up-to-date sends strong positive signals to your audience.
In early 2014 Twitter introduced a new design layout with a minor change to the cover photo and profile picture size.
Another major update debuted in February but has not yet launched officially. This change updates the platform’s layout to more closely resemble Facebook. Though Twitter has not yet implemented the change, previews show a much larger cover photo and a lack of custom backgrounds. Anticipating this change will allow you to adjust your design early.
Twitter’s new design resembles Facebook.
Twitter also has been testing a “click-to-call” feature for its ad service. This feature will eliminate much of the friction between people seeing your ad and contacting your business. It is currently unknown when or if this feature will be implemented, so keep an eye out.
Recently, Twitter has begun testing a “Fave People” timeline feature. We will watch for details to determine how this change will affect online marketing campaigns. It is crucial to stay up to date on the changing functionalities of all Social Media platforms.
Google+
Since its inception Google+ has been closely aligned with Google’s other properties. In 2013 we saw Google+ become heavily tied to both YouTube and Google Local.
Comments that you leave on YouTube videos now appear on your Google+ personal profile. This is something to consider for reputation management, as well as for networking opportunities.
Integrating your Google+ profile and Google Local listing continues to be a crucial part of your online marketing campaign. Google has made several updates to streamline this process. Now, creating a listing through Google’s Places for Business automatically creates a Google+ business page relating to that address. If you already have a Google+ page but do not have a Places for Business listing, be aware of this feature in order to avoid duplicate pages.
If you have a local business, take the time to make sure you are verified on Google+.
Other Platforms
Facebook, Twitter and Google+ are not the only popular Social Media sites.
Instagram continues to be one of the fastest growing platforms. Launched in 2010, Instagram has more than 150 million monthly active users and more than 55 million photos shared daily. Marketers can use quality digital media to reach a wide audience and increase brand recognition.
LinkedIn is also an important platform. New LinkedIn updates allow for better analytics and ad services. If your goal is to build a strong network of connections, LinkedIn cannot be overlooked.
Where Will 2014 Take Us?
Though still in its early months, 2014 promises to be an exciting year for Social Media marketing. Some changes will likely present new challenges, but also new opportunities. Having a strong Social Media presence will continue to be an essential part of your online marketing campaign.
