How should I talk about my practice on social media?

Writing high-quality content that speaks to the debate in your practice area is a guaranteed way to raise your profile online. This is how to do it.

“The finest language is mostly made up of simple unimposing words.” George Eliot

An observation about current trends

All my Jurilogical LinkedIn connections work, in some capacity, at The Bar. This allows me to see at a glance the social media trends of large numbers of barristers.  Here are some pointers to upgrade your content and make sure your message is heard above the noise. 

Write for your clients, not other barristers

When scrolling through my LinkedIn feed, I notice that barristers tend to write for other barristers. The language, tone and content is perfect for the peer group but probably off-message for non-lawyer clients.

The reason to spend time on social media is to take potential clients further along your marketing funnel and into a one-to-one sales process. So everything you post online needs to be written for a potential client.

If you’re not sure for whom to write your social media content start by writing a short description of a client who made work feel easy.  Write your content for that client, exclusively, and show up in the same online platforms, regularly, to gain traction.

Tone down the Oscar Acceptance Speech

There’s a place for an awards acceptance speech. It’s at the awards.  Social media isn’t the place.

There’s so much noise online that any hint of “I’m delighted to announce” won’t meet with a roll of the eyes. It will be ignored.  Aim to eliminate this and similar platitudes from your social media vocabulary altogether.

The best person to announce your success to clients is another client. If you feel squeamish about asking a client to congratulate you online, ask a senior member of chambers to shout about your success instead.

Aim to inspire, educate and entertain

I like to ask barristers for the story of their best case because in the minutes that follow, I am inspired, educated and entertained. Great stories stick in my mind, as does the teller.

The greatest barristers tell lively and compelling stories about absurdly complicated points.   It’s your finest skill and one you can use to engage your clients online as well as in the court room.

Whether your Ideal Client is QC, Solicitor or the End Client, aim to inspire, educate and entertain your readers with your social posts.  It’s the most enjoyable way to differentiate yourself online.

Use social media to shape the conversation

Social media for business allows you to connect easily with people who need your expertise.  By using social media as a platform to ask questions, offer solutions and deepen the debate, you’ll attract the attention of people who need your skills. And the more you post online, the higher your publications will appear in Google’s search results, making it easier for clients to find you.

Do you want to raise your profile, connect with clients and grow your practice?

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By Heidi Smith
Creator of Jurilogical.com