While there’s a lot of talk about building a social media following, what’s arguably more important is that you nurture your social community. This ensures that you’re not merely getting users to follow you but that you’re truly connecting and engaging with them to build legitimate rapport and lasting relationships.
When you look at things from a big picture perspective, this is integral to your long-term success on social media and for generating ongoing leads. Here are four specific steps you can take to nurture your social community.
1. Post “Channel-Centric” Content
A common mistake that many legal marketers make is posting content on the wrong channel. For example, what may work great on Facebook may not necessarily translate on Instagram. The bottom line here is that you should have a thorough understanding of each network you’re on and tailor your posts accordingly.
Doing so should increase engagement and keep existing followers interested. If you’re not sure what type of content works best on each network, this post can provide you with some helpful insights.
2. Share Relevant Posts from Your Followers
If you want to make your followers happy, share some of their best content with your audience. Here’s an example:
One of your Twitter followers posted an inspiring tweet that’s relevant to your branch of law. You could then retweet that post and share it with the rest of your followers. This kills two birds with one stone because it allows you to build instant rapport with your audience, and it’s an effective way to keep the quality content flowing without always having to create something from scratch.
3. Offer Exclusive Content
People love to have inside access to stuff that not everyone else does. It makes them feel special and like they’re being rewarded for following you on a particular channel. You can capitalize on this by providing your followers with exclusive content that they can’t get anywhere else.
Some examples include posting a link to a free eBook, whitepaper or a webinar on your top network. Don’t ask for anything in return like their email address. Instead, just give it away with absolutely no strings attached.
4. Show Your Gratitude
Often, a simple “thank you” can go along way for deepening the connection with your audience and for furthering your marketing efforts. For instance, if your law firm just reached 1,000 likes on Facebook or you just hit 10,000 followers on Twitter, you could send out a “thank you” post to show your gratitude.
This may not sound like anything over the top, but people want to be appreciated, and this shows that you don’t take them for granted. It can also be helpful from a branding perspective and should give your brand equity a nice boost.
Building a social media following is only half the battle. What’s really important is that you nurture your social community, retain the maximum percentage of your followers and keep them happy. These four techniques should all help you build a stronger community and improve your law firm’s reputation.
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