Social media is one of the primary ways modern lawyers drum up new business. Nearly 90 percent of marketers report that social media has increased exposure, and 75 percent say it’s increased traffic. So it’s obviously having an impact.
One thing that’s essential for success, however, is understanding the reasons why users engage with social media content. What motivates them?
Let’s find out.
What the Data Says
Yes Marketing conducted a survey of 1,000 consumers in mid-2018. One of the main questions they asked consumers was their reason for engaging with a business’s content on social media.
Here’s what they found:
- 36 percent engage with content because of the promise of a discount for sharing the post.
- 36 percent engage in order to share a product update or sale with their followers.
- 35 percent engage because they agree personally with the content of the post.
- 30 percent engage because the post is funny or interesting.
- 29 percent engage in order to share positive feedback with the company.
- 20 percent engage in order to share negative feedback with the company.
So what does this mean for lawyers?
People Love Deals
First of all, this data shows that people respond favorably to deals and discounts.
“Some top law firms are using discounted rates to retain their budget-conscious clients,” writes legal marketing expert, Karin Conroy. “Coupons, discounts, and free samples offer some incredible benefits, such as fast returns and a jolt in client inquiries.”
While you have to be careful that it doesn’t devalue your services, deals, discounts and promos are certainly something for lawyers to look into. Approaching this correctly could create buzz and lead to a spike in social media engagement.
They’ll Engage if They Agree
There’s no lack of opinions on the internet. Social media is one of the primary outlets for people — as well as brands — to share their opinions. If something you post strikes a chord with users, it should receive significant engagement.
So this is a strategy that can be useful as long as it doesn’t create friction with certain members of your audience.
Interesting Content Pays Off
Most people want to be entertained on social media. They want to find what’s out of the ordinary. So it should come as no surprise that nearly a third of social media users feel compelled to engage when they come across something interesting.
This means you should go out of your way to either post or curate entertaining content. In other words, you need to maintain high quality standards.
Social Media is a Channel for Feedback
With 29 percent of users sharing positive feedback and 20 percent sharing negative feedback through social media, it’s officially a top channel for this. And it’s a phenomenon that lawyers should embrace. Rather than limiting users/clients to traditional forms of feedback, social media can be a valuable tool for finding out what they think.
Understanding why users engage with social media content is vital. That way you can refine your SMM approach to better connect with your audience. This can be a huge competitive advantage and help you build your following.