Social Media is everywhere these days. More often than not, people are turning to Facebook, Twitter, and Google+ to learn about businesses. Because of this, a Social Media presence is no longer optional – it’s a necessity.

A successful campaign can go a long way towards establishing a law firm as a credible, approachable and trustworthy business. To be successful, there are several important aspects to keep in mind. When a law firm “gets it right,” the benefits can be astounding.

Consistent Branding

Establishing a consistent brand is crucial to making your firm recognizable across the Web.

Clockwise from top: Twitter, Google+, Facebook

This example from the firm of Charles R. Ullman & Associates shows a consistent look and feel across a variety of popular Social Media platforms. A fan from Twitter will easily recognize the firm’s Facebook and Google+ pages. This kind of brand recognition carries a lot of value when people are looking to choose a law firm.

Successful Posts

One of the most fundamental components of a Social Media campaign is posting. Crafting a quality post can make a big difference in how your audience interacts with your page and your content. Here is an example of a post for Consultwebs.com that received a good amount of interaction.

Remember, not all posts need to pertain to your specific practice area. A good balance between personal and professional posts is key.

Topical Social Media Pages

In addition to a business page, a more topical approach may be beneficial. An example of this is MesotheliomaHelp, sponsored by Belluck & Fox, LLP.

A topical page attracts users that are incredibly passionate about a specific subject. Users will see that your firm is also passionate about this topic.This builds a strong degree of trust. This trust will lead to interaction.

When taking this approach, remember that there is always a risk that the page will have a shelf-life. If you are focusing on a specific product or cause, there may be a time where those products are off the market or the cause is no longer needed.

Paid Ads

Paid ads are extremely useful tools. Most platforms have the option of using paid ads.

Using paid ads on Facebook is an excellent way to bring visitors to your page. You are given the freedom to direct people to your Facebook page or your website. You also have the ability to promote certain posts, giving them much more visibility.

When crafting a paid ad, it’s important to remember that mobile is one of the fastest growing sources of traffic. Craft your ad with that in mind.

In only a few weeks, strategically designed ads resulted in more than 288 page likes in this example in less than one month and 51 link clicks in less than one week.

Getting “Likes,” “Followers” and “+1s”

Networking and gaining a following serves a number of important functions in a Social Media marketing campaign.

One benefit is that your posts will be viewed by more users. The more people that see your content, the more people will interact and the more people will build a relationship with your firm or brand. When users interact with your content, it also generates more visibility for your brand.

There is another, more subtle benefit. A page with more likes provides more social proof. Users will see that others approve of your page and brand, and they are more likely to contact your firm based on the subtle approval of others.

By using a combination of paid ads, carefully crafted posts and a few other networking strategies, your page can really take off.

For example, in only a few weeks, this Facebook page for Pajcic & Pajcic received hundreds of likes and continues to grow! This allows the firm to reach a large number of people with each post.

Applying What We Know

Law firms who opt out of Social Media are losing one of the best ways to reach their audience and community.

Of course, creating and maintaining a successful Social Media campaign can be a difficult and time-consuming process. Not every firm has the time and resources to do this on their own.