Engagement

Facebook is not for sending traffic to your website. The idea is to engage people who are already there on Facebook, by liking their posts, sharing them, too, and responding to their comments. Your own posts should be designed to get people to know, like and trust you. This is accomplished by posting videos of attorneys volunteering at a community event, by posting photos of your staff appreciation event, and by posting stories that humanize your law firm.

For example, the Shouse Law Group of California, which is very successful at generating new business online, has a Facebook page with cartoons, statistics and scads of glowing reviews by happy clients. Avoid posting self-promotional sales messages. This is akin to a salesman at a cocktail party who pitches everyone he meets to buy insurance. Also, avoid posting your firm’s list of jury verdicts, because it makes potential clients think that they’ll just be a statistic at your firm.