Social media marketing for law firms

BF

Boxelder & Finch Law Group

Demo brand

BF

Boxelder & Finch Law Group

Demo brand

Real generator output for Boxelder & Finch Law Group, a demo brand we built ourselves to show a trade we have no customer in yet.

→An hour spent writing a post is an hour that did not bill, and everyone at the firm can do that arithmetic without being asked to.
→Bar advertising rules make the obvious marketing moves the risky ones, so the safe choice has been posting nothing, and the page shows it.
→A past result is the most persuasive thing a firm can say and the thing that needs the most care, because to the person reading it sounds like a promise.
→The associates who could write have hour targets, and the partner who could approve has clients.
→People research a firm before they call, and what they find is a headshot announcement from two years ago.

1. 1

   Turn the advertising rules into a house list

   Have a lawyer at the firm read your state bar's advertising rules and reduce them to a short plain-words list of what this firm will not post: outcome promises, superlatives the rules do not allow, whatever your jurisdiction says about testimonials and claims of specialization. The list is what every caption gets checked against in the approval queue, and writing it once means nobody relitigates it one post at a time.

2. 2

   Name one approver and give them a veto

   A committee kills the account by making every caption a meeting. One attorney reads each draft, checks it against the house list, and approves or rejects from a phone between other work. The point of a named approver is not only speed; it is that responsibility for what the firm publishes sits with someone identifiable, which is how a firm treats every other public statement it makes.

3. 3

   Answer the questions people are nervous to call about

   What a consultation costs, whether the first conversation commits them to anything, what to bring, how long before someone calls back. Whoever answers your phone hears these every week. One question per post, answered in plain words at the reading level of a worried person, is content the firm can produce forever without going anywhere near advice about anyone's situation.

4. 4

   Put the attorneys on camera saying one plain thing

   Clients hire a person, and the website bio does not show them one. A half-minute clip of an attorney explaining a single idea in the words they would use across a kitchen table does what the headshot cannot, which is let a nervous caller hear who they would be talking to. One clip fills the weekly video slot, and the attorney never has to perform; explaining things is already the job.

5. 5

   Treat results content as the regulated kind

   A past result is persuasive precisely because it reads like a prediction, which is why advertising rules watch it closely. Whatever your jurisdiction requires around disclaimers comes first, and a client's written yes comes before any post that identifies a matter. When a result is not worth that process, the post about how the process works is the one to run instead.

• What should a law firm post on social media?

  Plain answers to the questions people are nervous to call about, the attorneys explaining one idea at a time on camera, the office, and what a first consultation involves. None of that touches any client's case. The free weekly campaign gives you three image posts, one short video, and one cross-post a week to spend on it.

• Will the posts comply with our state bar's advertising rules?

  That is the firm's call to make, not the software's. SpeedRun does not know which rules apply to your practice in your jurisdiction and does not review posts for compliance. Every post waits in your approval queue until someone at the firm signs off, and at a law firm that someone should be a lawyer reading with the rules in mind.

• Does it connect to Clio or our practice management software?

  No. SpeedRun Social does not connect to Clio, MyCase, or any practice management system, and it has no access to your matters, your documents, or your client list. It reads your public website once at setup and works from your brand kit and the photos you give it.

• Can it write posts about our case results?

  It writes from your brand kit and your website, not from your files, so it will not surface a result on its own. If the firm wants a result posted, you write or edit that caption yourself and clear it the way you would clear any public statement about a client's matter. Consent and wording stay with the firm.

• What does it cost to try?

  The free plan costs nothing and does not ask for a card. It includes 300 credits a month and one free campaign a week, and media generated on the free plan carries a small watermark. Paid plans add credits and remove the watermark, and you can cancel any time.