There’s more to Facebook than cat pictures and linkbait.
For many people, Facebook has become a part of the fabric of their lives. Pictures get shared, jokes get passed around, and people end up feeling more connected.
Don’t believe me? Here are some statistics courtesy of Statistic Brain to make you weep:
- Facebook has 1,310,000,000 average monthly users
- Users visit the Facebook app or the site 13.8 times during the day, for two minutes and 22 seconds each time
- Cumulatively, that comes to over 32 minutes per day – over 16 hours per month
- 48% of adults check Facebook first thing when they wake up in the morning
- 1 million links are shared on Facebook every hour of every day of every month
As a bankruptcy lawyer, it’s easy to dismiss Facebook as a practice-building platform. After all, not many people want to admit to their Facebook friends that they Like a bankruptcy lawyer.
On the flip side, consider the fact that those who do take the step of Liking a bankruptcy lawyer are more likely to refer new clients to you. Those people include not only clients but also other lawyers and non-lawyer professionals.
I’ve found that having a Facebook page for my practice has provided an enormous boost in business in what have been fairly lean times for bankruptcy attorneys nationwide. So much so that I’m breaking with my longstanding position of, “nothing particular marketing platform is necessary, it depends on your audience,” to say that your law firm must actively develop a Facebook Page.
Here are some of the reasons why:
A Facebook Page Keeps Business Separate. You’re on Facebook to share private news and information, be it baby photos or news about your latest adventure. That’s good for your friends and family members, but not necessarily something you want to share with your clients. Conversely, you may not want your personal connections to be exposed to your debt-related information quite so often. Keeping a separate Facebook page for your practice allows you to separate work and pleasure.
No Limits To Your Page Connections. Your personal profile has a limit of 5,000 friends. Not so for your Page, which can have an unlimited number of people who like it.
Get A Boost. When you post an article on your personal profile, it’s seen by some of your friends and not others. You can tinker with that over the long run, but whether your updates show up in someone’s feed is determined by the Facebook algorithm. Though not everyone who Likes your Page will see an update either, you can pay to boost the article’s reach and ensure that it’s seen by the most important people.
The Insights Are Amazing. Once your Facebook Page garners more than about two dozen Likes, you’re given access to a treasure trove of information on the people who have chosen to connect with your firm. We’re talking ages, genders, and a whole bunch of demographic information you can use to hone your advertising message elsewhere.
Be More Than A Lawyer. A Facebook page gives you the opportunity to show your personality to your clients and business connections – without having to expose them to pictures of your children and pets. Your Facebook page can provide a representation of your firm that includes more than merely a comprehensive knowledge of your practice area, yet keeps things professional.
Facebook Pages Show Up In Google. Your Facebook page is indexed by the search engines, so people who search for your firm on Google will be able to see your updates. Especially if you update your Facebook page on a regular basis, that fresh content will showcase you in a professional yet informal manner than attracts new clients.
BONUS: It’s Cheaper Than Dirt. According to Cost Helper, dirt costs between $8-$15 per cubic yard. For that money, I can get a lot of exposure on Facebook. Building a Facebook Page costs nothing but time, as does populating the Page with regular updates. Boosting a post can cost as little as $5, which gets your message in front of the people who have expressed an interest in hearing from you.
In the end, the decision on whether to create a Facebook Page shouldn’t be too difficult. Everyone’s on the platform, which means you’ve got access to your target market (regardless of what that market may be, it’s a safe bet that it’s represented on Facebook). Most of the setup and maintenance is free. The data you get can help give you a leg up on your other advertising opportunities. Even the paid options are cheap.
Slam dunk in my book. How about yours?