Attorneys and Instagram: One Firm's Approach
We've Joined Instagram, Maybe You Should Too
Todd Spodek, founder of Spodek Law Group P.C. in New York City, is a trial lawyer who was named to the Super Lawyers Rising Stars list and has been featured on Fox News, Entertainment Tonight and Entrepreneur.com. He's also mastered social media for his firm, especially Instagram, and recognizes how it helps him relate with legal consumers. Recently, we caught up with Spodek to find out how he uses social media platforms like Instagram to reach potential clients.
Why do you think it's important for your law firm to be on Instagram?
I think Instagram is a phenomenal thing. First of all, it's free. We are an ambitious law firm, and we want to be where our clients are. We want to be part of the conversation and we want to stay relevant.
We also want to connect with clients in a personal non-legal way and Instagram allows us to do that. At the end of the day, what differentiates your law firm from every other firm? In addition to our legal work, our clients want to know that we also take down porterhouse steaks at Peter Lugers, and enjoy the happy hour at Ten Bells.
We're not trying to run in place. I'm trying to make our firm better, bigger and stronger. We're trying to stand out from everyone and I think our peers and clients are taking notice.
What kind of time and strategy does it take to maintain your social media accounts and what does success look like for you?
It's a coordinated process amongst a select few. We do it in-house, selectively, naturally and organically. We try to post about things that are relevant to us in our lives and the lives of our clients. We try to post every day and I try to keep it fresh and touch aspects of our lives that we are dealing with on a personal level. I want to give a small window into what it would be like working with us. Success for me is just having it grow naturally over time.
We want old, new and prospective clients to see the type of people that work here and would be working on your case. If someone's coming in here and they want to talk about something that's very sensitive to them, it's nice to connect somehow. We want them to understand that this is not the law firm of yesteryear. We try to connect with them in a way that makes sense to them. We are approachable and available.
What advice do you have for other law firms looking to start an Instagram account?
I think you have to offer something of value. A lot of the firms that I see literally post pictures of themselves with hashtag advertisements. This adds nothing to the conversation and the truth is no one will find you! No one is searching for #lawyer; they are searching for hashtags connected to their interests. I don't know why people don't avail themselves of all the social media marketing avenues. I think that if you actually take the time to find a niche that you can develop, you will reap rewards. Whether it is brand recognition, leads and/or just relevancy in the community it will pay off in the long run.
To find out about Todd and his team at Spodek Law Group P.C., visit their website and follow them on Instagram. In addition, you can follow Super Lawyers on Instagram.
You're the Best of the Best, Now Share It
The latest stats from Instagram show massive growth. Currently, more than 800 million users are active monthly and that number keeps going up. Beyond user base, the number of US businesses that joined the platform in 2017 saw a huge spike. According to eMarketer, nearly 71 percent of American businesses are on the platform, up from a little less than 50 percent the previous year.
So why the growth?
Well, simply put, it's a great storytelling platform. With visual storytelling, a business like your law firm can tell its story with fewer words. And if a picture really is worth a thousand words, it doesn't take long to say a lot.
For law firms and businesses, it's also easier to measure success on the platform, not to mention additional contact information like a business phone number and address. The numbers from Instagram show it works, with more than 200 million Instagrammers visiting the profile of one business at least once a daily.
If these stats have you wondering about starting your own Instagram account, these three tips can help you get started.
1. Know your audience
Would possible clients be interested in what you're posting? If you said no, don't post that picture or that content. Make sure to craft your photos and your captions to whatever clients you currently have or want to have in the future. A caveat: mobile phone usage is rising so while you may think your audience isn't on Instagram now, it doesn't mean they won't be in the future. In fact, 59 percent of 18-29 year olds use Instagram. Generation Z and Millennials are the most active on social media and they're going to be the largest demographics soon. You might want to count the cost before excluding them from your marketing strategy.
It's always going to be more difficult to maintain a new platform, but a big part of the process is consistency. If you can only post once a week, stick to it. If you have the capacity for four per week, maintain it. With each post, you're setting expectations for your followers. And according to Sprout Social, Instagram users spend more time on Instagram during the week opposed to the weekend. In addition to frequency, be consistent with the look and feel of your posts. A consistent visual style can make your posts stand out from the crowd.
Instagram is a perfect place to showcase your uniqueness. If you're a trial lawyer and you spend a lot of time waiting at courthouses, take advantage of that time by sharing something unique about where you spend that time, or dig back through your company archives. If you're a family lawyer, you can communicate your care for clients with uplifting posts or reassuring images. Each practice area is ripe with visual opportunities.
Instagram, and all social media, allows followers a window into your personality and your style. With pictures, it's even easier to show who you are and why you're a top attorney. Whether you are a relaxed and relatable firm, or a group of bulldogs fighting for your clients' rights, the opportunity exists to let potential clients behind the curtain. Try things out
And that's why we made the jump. What better way to showcase the best attorneys in the country than through award-winning journalism and photography. It's an exciting time in social media to showcase great stories on any platform. In the coming months, you'll see what's happening with attorneys, some digging into the magazine vaults, videos and much more. Join us, won't you?
Head over to Instagram, start an account, if you haven't already, and follow us. Then, stay tuned for what's happening with the top attorneys across the United States.
If you made it on a list of the best lawyers in your state or region, consider yourself the "best of the best."
You've gone through the detailed steps of peer nomination, research and evaluation before getting chosen as one of the top attorneys in your area. But that's only part of the process. Now, it's time to let others know. Your legal accomplishment shouldn't just look nice in a magazine or on a web page.
The Importance of Touting Achievements
Accolades supply the necessary buzz around your firm and enhance your brand's standing in the legal marketplace. For example, being named to a Super Lawyers list, a Rising Stars list or a Top Lists creates great publicity, establishes trust and credibility and can even influence hiring decisions. It makes your firm the place to be for both clients and attorneys. You're associated with the elite and it's another opportunity to generate business through positive brand sentiment and attorney referrals.
Because legal consumers decide on a legal issue in less than a week, your status as an elite attorney becomes an even greater advantage. Your accomplishments differentiate you from other attorneys and law firms.
People want to be associated with a winner, so no need to be shy when looking to gain a client's business and confidence.
If You Win Something, Say Something
Growing up, children are taught to keep quiet about success, which has led to things like "humble bragging." But when you've worked hard to receive your distinctions; don't be afraid to share those accomplishments with others.
It can be a plaque in your office, a video playing in the lobby, a badge on your website, an expanded online profile on directories like SuperLawyers.com or all of the above. No matter which route you take, you want employees and customers to come face-to-face with your expertise. It doesn't have to be extravagant, but it should be easy to find.
When a patented rigorous and methodical selection process deems you a top attorney, it quickly benefits your reputation. In fact, promoting third-party validation is one of the strongest and least expensive ways to expand your firm's marketing reach.
Consideration as the "best of the best" is great, but people need to know. Make sure you start leveraging your legal accolades today, whether it's by upgrading your online directory profile, getting active on social media, updating your directory information or showcasing your expertise.
Don't miss out on an opportunity to spread the word about your Super Lawyers, Rising Stars or Top Lists selection and maximize your firm's visibility.