Social media has been beneficial to 21st-century lawyers in many ways. You can reach a nearly infinite number of leads with a single click (or in the mobile age a tap), build an extensive network with relative ease and establish a loyal following. But one area of operations that you might not have associated with social media is client service. When utilized correctly, this can be an incredibly effective tool and will allow you to better serve your clients and increase their overall level of satisfaction. Let’s now discuss some specific ways that social media can be used for client service.
It Provides a Means of Direct Communication
Whether your clients are happy, irate or somewhere in between, social media offers the perfect framework to communicate directly and receive valuable feedback. Maybe a previous client was elated with the way you handled their case and the courteousness you showed them. If they left a comment on your Facebook profile, you could quickly respond and tell them how much you appreciate their positive feedback.
Or if someone has a question about your legal services, they could simply post a question on your profile and you could promptly answer it. When compared with going through a traditional and more impersonal contact form, this adds a whole new dimension to the client service process that should be mutually beneficial for you and your clients.
You Can Prevent Issues from Escalating
No matter how well you run your law firm and how far out of the way you go to please your clients, you will inevitably encounter issues at some point. If you find yourself in a situation where someone is displeased about something and is voicing their displeasure by leaving a negative comment, you have the opportunity to quickly diffuse the situation. For instance, you might apologize, own up to a mistake, provide an explanation and attempt to make amends. With social media playing such a big role in branding and reputation management, you can’t afford to face a smear campaign — but fortunately, social media can give you better control over your brand image.
Conversations are Transparent
When something is posted publicly on your profile, everyone can see what’s being said. This is a good thing because it allows you to demonstrate your professionalism, responsiveness and courtesy for the world to see. Even if you’re hit with a complaint from an upset client, you can show how well you handle the situation, which should stop prospective clients from being soured by it. This should ensure that more of your followers go away with a good feeling about your law firm — and they’ll know that you’ve got outstanding customer service.
The bottom line is that when used in the right way, social media can serve an ideal client service platform. Not only can you build upon existing relationships and strengthen your relationships with previous clients, you can win over more prospects and encourage them to take the next step and contact your firm.