A law firm achieved more followers on X (formerly Twitter) than any firm in the jurisdiction
X is an effective tool for getting your content in front of many eyes. It’s where conversation happens. Prior to the Twitter rebrand to X, a leading personal injury firm had an existing account and they posted regularly throughout the week. Despite this, the number of followers was stagnant at around 75 followers for roughly five years. This meant that the firm was communicating to a micro audience with little, if anything, to show for it. It could be reasonably compared to posting an ad flyer through the letterbox of a dilapidated home. I took over management of this account from 2016 to 2020.
The number of new followers increased immediately. Within one year, the account had over 3000 followers.
The account gained over 11,000 followers and the monthly reach to reflect this by project end in 2020.
The firm now had more X/Twitter followers than any other firm in their jurisdiction and more than double the following of the firm with the second most. Many tens of thousands of website users were obtained from this account.
This is how I did it:
I ensured Google Analytics was correctly identifying X/Twitter as a traffic source. I used X/Twitter’s built-in analytics programme to monitor progress and to report back to the partners of the law firm.
I researched and monitored direct competitors and similar law firms outside of this firm’s jurisdiction. I identified the “ideal follower” and created an ideal client profile that would be used to tailor the account and its content to an audience that the firm desired to engage.
A consistent and active brand
I created a brand identity and evolved it into a brand personality. I developed a consistent tone and posted regularly in that tone. I used a technique that I named value amplification. To put it simply, it establishes a law firm as a fictional character and the marketer as the actor playing them. You can learn more about it in my free to download report at Value Amplification Model.
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I produced and published content that the law firm’s ideal client would likely find interesting or useful. I kept a backlog of content for a rainy day, literally. For example, if it was raining, I would have a blog post on the topic of driving safely in rainy conditions ready for posting. The intent was to establish the firm as expert in all things road-related so that the brand would spring to mind should a reader become involved in an RTA. I had content prepared for many occasions ranging from weather conditions to national holidays. As this strategy is robust, it meant that the law firm could publish content not only before most law firms but in many local newspapers and magazines.
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Relevant content created by third parties, including the media and government, was shared. The content was actively sought out and carefully scrutinised before it was published. It was important that it was useful or interesting for the law firm’s intended audience.
I followed and engaged other X/Twitter accounts that looked like the firm’s ideal client would engage with, provided it was appropriate for a law firm to engage.
Speak with a legal marketing consultant about social media for solicitors and law firms
Every social media strategy is different and based on the problems faced by a law firm and what the tailored solutions to overcome them are. There are many social media platforms out there and they won’t all be right for you and your firm. If you would like to speak to a colleague or me about social media for your firm, we offer a free initial exploratory consultation. Contact us to book yours. Or, if you would like to know more about these services, visit Social Media For Law Firms.