At this point, your firm likely already has a profile on at least one social media website. They’re great places to spread the word about your firm, and can help generate some unexpected (and fruitful) leads. However, even if your firm has a social media website profile, you may not be making full use of it. The technology is relatively new, and even experienced marketers aren’t familiar with all the ins and outs (unless, generally speaking, they’re also very, very young). There’s one specific tool that when utilized properly, can elevate the status of your social media profile: the lawyers’ video.

Why should our social media profile include a lawyers’ video?
People join social media websites in order to make connections, both personal and professional. One easy way of making those connections is by sharing a lawyers’ video, which allows you in a short period of time to introduce your firm and its members. In this way, you can raise awareness of your firm throughout your network. If you’re telling yourself, “But who would want to watch a law firm’s video on a social media site?” then you’re asking the right question. Generally, it’s people who need a lawyer for one reason or another, and would prefer to use someone reputable, with employees whom they or a friend of a friend (or associate of an associate, depending on the website) knows. Now that you know your audience, the next question is . . .

What should my videos be about?
You’ll want at least one lawyers’ video to be a straightforward introduction to your firm, providing information such as what kind of law your firm practices, how long it’s existed, contact information, etc. After that, your videos should really be geared towards the needs and interests people in your network might have. You might create informational videos in which you address legal questions or provide advice for people who might need your kind of lawyer. You may also want to address the legal ramifications of whatever the “issue of the day” is, such as a notable criminal case. One type of video you should avoid is emulating commercial legal videos such as air on local television stations. Unless it’s incredibly artistic or genuinely funny, most people aren’t going to be interested in watching it. They would far prefer to watch something relevant to them.

What tone should we take in our lawyers’ video?
It’s always a challenge to decide how you want to come across in a lawyers’ video. The temptation will always be to try and sound young and “with it”—and if that’s the culture of your firm (and of the person being videotaped) then that’s fine. However, if you find yourself using words or striking poses that are unnatural to you, drop it. People can smell artificiality easily and they will likely write your firm off as corny and/or phony. Your best bet is to reflect the actual culture of your firm—and if that means dry and professional and maybe a little boring, than so be it. When push comes to shove, most people would prefer a solid, professional firm over a young, hip upstart of a firm anyway.
That is not to advise, however, to not use humor; just ensure that it’s your brand of humor rather than what you think is possible.

Putting a lawyers’ video on a social media website can help raise your online profile, connect you with potential clients, and provide valuable information to your friends and associates.

Tags: Attorney Marketing, Lawyer Marketing, Lawyer videos on social media, legal technology