Liking Your Social Media Stragtegy: Setting Up Your Firm Page on Facebook

by Barb Cashman on March 16, 2012

This is the first of my posts about Facebook and integrating social media with your website.  Yours truly is the guinea pig here, and since I am a total newbie to Facebook,  I want to get as much useful information as I can before diving into that pool/raging river/maelstrom or whatever.

As you might suspect already, “adopting” social media does require commitment going forward – commitment in the form of making time for it (using those time and practice management techniques you’ve been itching to try out) or delegating or outsourcing social media practices with a virtual social media assistant (just try Googling that and see what comes up!).

Here’s some good news about all this social media stuff – unlike a lot of other things on the Internet, which you might have thought you needed a crystal ball to predict (okay, you can use Google Analytics instead), it does look like it’s pretty straightforward to track metrics like traffic volume, repeat visits, Web conversations about you, and a few other things.  What does this mean on a practical level? It means you can check how your message is getting across, to whom and in what numbers, and recalibrate your messages accordingly.

But first off, let’s take a look at what I need to do to get started with Facebook for my law firm’s page (Note that I use term “page” for business, while a “profile” is used for my personal Facebook account). See Jennifer Ellis’ explanation of the difference here. If you want to learn more about Facebook terminology, check out Social Media Examiner’s tutorial by signing up here. You can also check out the book “Facebook Marketing for Dummies” or just have a look at the cheat sheet.

I’m already starting to feel like I could channel some Woody Allen-type neuroses when I wonder about how many people will “like” my business – will it be enough?  What if it isn’t? You know you can only claim your “custom URL” (like the one I have on LinkedIn with my name in it) if you have 25 or more “likes.”  Reminds me of the number “Popular” from the Broadway musical Wicked.

If you’re going to have a Facebook page for your firm, figure out what your goals for the strategy are and how they can be measured, zealously guard your online reputation, and don’t forget to “be careful out there!” (Meaning: use good judgment when using social media, and don’t say anything you wouldn’t want to see published with your byline). Ethics considerations will be discussed in more detail in a later post.

For some inspiration, here are a few local Facebook pages that have a nice following and content: The Harris Law Firm and the Sawaya Law Firm. Ready to set up your own page? Click here.

What firm pages do you follow on Facebook?

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