The legal profession is continuously considered one of the least trusted professions in America. The bad reputation is a result of money-hungry lawyers who fight to get the most money for themselves, not for what is the best outcome for the client. Of course, not everyone can avoid hiring a lawyer in their lifetime, even if they do not already trust them. That’s where a lot of lawyers leave a poor impression by having a severe lack of communication with their potential clients.
Combating negative perceptions and building trust with clients can feel like a never-ending challenge that lawyers face. Trying to prove yourself to someone who has already made their mind up about you is an uphill battle. Inevitably, you are responsible for changing their opinions, even if you have never displayed the stereotypical behaviors of an untrustworthy lawyer.
Social media has provided an opportunity to break down some walls between lawyers and their clients, allowing clients to see their lawyer as the person he or she is outside of the profession. Frequent and positive communication with clients has the power to shift the public opinion of lawyers, and it starts with you.
Without further ado, here are five different types of social media posts that create friendliness between lawyers and clients:
Example #1: Share Your Origin Story
Why did you become a lawyer? Many lawyers go into law or choose their practice area because of personal experience. If you are a lawyer who has a personal connection to your practice area, let your clients know that you understand and have been in their shoes. Of course, this may not apply to everyone. Maybe you became a lawyer because one of your parents were and you saw the benefits of the job and wanted to follow in his or her footsteps. If that is the case, share what motivates you in life. Share your individual passions, hobbies, and stories with your clients. this is the easiest way for your clients to see past the suit. Sharing your personal life is a simple way you can build a positive relationship with your client, and the more they understand who you are outside of the law, they will trust you. Let your clients know what drives you in your personal life and they will see that motivation reflected in your professional life.
The "About" section of the BenGlassLaw LinkedIn page:
#2: Create Engagement
Having a client see your social media content is great in itself, but it's excellent if they take the next step and engage with the content. There are many ways you can do that, but one great way is by hosting competitions for any current and past clients of your law firm. For example, at BenGlassLaw client are given Bengie Bear, a stuffed teddy bear wearing a t-shirt with the BenGlassLaw logo. Knowing that all clients have received a bear, we host a yearly competition asking for clients to submit photos of Bengie Bear at any location the client has traveled to during summer. At the end of the summer, a winner is selected and received a gift card. This created a fun challenge for our clients and increased their interaction and communication with the law firm in a positive way.
BenGlassLaw promoting Bengie Bear's travels:
#3: Spread Positivity
The media tends to focus on negative and/or controversial stories and at times it can feel overwhelming. Be the voice of positivity for your community to sharing uplifting stories about members in your community and motivation quotes. In fact, motivational quotes tend to receive the most engagement on my law firm’s Facebook page.
Motivational Post Examples:
Even though the public opinion ranks lawyer competency high, nearly half of the people who hire lawyers attend to solve their legal problem themselves before contacting a law firm. Clients fear that by bringing their case to a lawyer, they will not receive a fair share of the settlement. This is why it’s vital to provide free education to the public regarding your practice area, going as far to even provide guides to settle a claim without a lawyer. This language works extremely well for my law firm because those who read the guide either realize that the issue needs a level of attention that cannot provide themselves and call us, or if it’s a minor case, they are able to solve it themselves, meaning my firm has time to focus on high-level cases. Either outcome is positive for the law firm and the client.
Educational Article Posts Examples:
#5: Get Involved in the Community
If your law firm is in any way supporting the community, whether it be by sponsoring an event, making a donation, or creating a unique program, you need to be telling clients about it on your social media channels. It’s not bragging to show people that you care and are making efforts to support the community. If you’re not sure where to begin, interview someone who is creating a positive change in the community and post the video on your social media page.
Community Involvement Examples (BenGlassLaw's Sportsmanship Challenge):