New Facebook Changes and Your Legal Marketing

As legal marketing specialists, we’ve always been a little reticent about strongly encouraging law firms to embrace social media platforms as being their primary medium for lead generation. It’s a little like the old adage that one shouldn’t keep all your eggs in one basket.

The major algorithm changes by Facebook this week reinforces that scepticism as this social media channel introduces sweeping changes that will impact on your firm’s Facebook footprint.

In a practical sense, if your firm has invested time, money and energy shaping, growing and cultivating your Facebook community, the time has now come when your updates will no longer be seen by all your community members (those who have “liked” your page). For example, if you’re a criminal law firm and have long seen your social media strategy as being all about getting as many people to like your Facebook page as a mechanism to reach a large targeted audience, those people will no longer see your Facebook updates to the extent they once did.

Facebook this week announced plans to kill-off the organic reach that businesses have been harnessing, unless of course your firm is prepared to pay a fee for those views.

Ultimately where this will end up according to most industry observers is that it will become significantly more expensive for your firm to reach the demographic you’re wanting to target. More broadly this algorithm change by Facebook and the recent death of Google Profile pages (which many firms did head miles trying to integrate, including us) reminds law firms of the risk associated when building out digital assets on platforms that you do not own or have reasonable control over.

The best advice is that if you are going continue to invest in building out communities on social media platforms, ensure that there is some data capture points at your end that allows you to reach your nurtured audience in the event that further algorithm changes make it economically challenging to do so for your firm. In other words, ensure that you have have lead capture strategies in place that drive traffic from your social media to your website where you are capturing audience details.

Last, but by no means least, do not ignore what should be your primary aggregator of new client business, your law firm’s website and the great eclectic, diverse and rich mix of content that underpins it.

 

 

Download the Essential Law Firm Web Design Guide

[sdfile url=”https://s3.amazonaws.com/FastFirms/The+Essential+Law+Firm+Web+Design+Guide.pdf”]
24 January 2019 in Adwords, Law Firm Marketing, SEO

5 Things Your Law Firm Marketing Strategy Should Have

We've been marketing law firms for over 10 years with great results and what's crucial of course, is ensuring you're always ahead of your competitors. Integral to this is what…
Read More
28 September 2018 in Law Firm Marketing, Marketing Hub

Why You Need to Run Client Sense in Your Law Firm Now

In this video, I give a rundown on a very potent software platform that I think law firms with over 15 lawyers, regardless of where they are in the World,…
Read More
21 September 2018 in Blog, Law Firm Marketing Podcasts, Marketing Hub, Podcasts

How to Formulate Great Content for Your Law Firm

In this special edition of the Future-Proof Your Law Firm Podcast, we track back into the archives of the "Law Firm Marketing Podcast". We revisit a conversation with Kristina Halvorson,…
Read More
20 September 2018 in Law Firm Marketing

The Importance of Establishing Your Law Firm Brand

In this special edition of the Future-Proof Your Law Firm Podcast, we track back into the archives of the “Law Firm Marketing Podcast” to revisit a conversation with Gary Bertwistle,…
Read More
21 August 2018 in Law Firm Marketing

What Does the New Google Marketing Platform Mean for Your Law Firm?

If your law firm is watching its analytics, as it should be, you may have noticed that there are major changes coming to your Google Analytics Dashboard. Let us explain,…
Read More
17 May 2018 in Law Firm Marketing, Marketing Hub

The Sleeping Giant that May Be Lurking in Your Law Firm’s Marketing

Marketing by nature tends to be always forward thinking. However, if you're a law firm that has historically been a dogged blogger, then taking a deep-dive into your firm’s website…
Read More
Keep your firm on the front-foot, without having to deal with a multitude of service providers.
Law Firm marketing business logo