SMM Case Study: Regional Law Firms (Part 1: Competition Overview)
In this series of articles, I will try to research, evaluate and suggest actions on
the state of social media presence and outreach for not-so fashionable small to
medium size businesses. Starting with small local law firms.
For part 1 let’s get to it and start with the competition overview.
Getting a list of competition
To get started, step 1 for me is usually checking out the competition. I picked a
random city which was Pennsylvania. From the local directories I found a list called findlaw.com, which held the website links for 17 different law offices around the city. I will take a random sample of 8 to get started.
Competition Social Media Links
This is the summary from the assessment of their social media activities.
- Active but only uses internal articles
- Has animated infrographs but posted only on Facebook
- No variety in posting
- The limited number of likes indicate the owner nor employees nor the
clients invited their friends to like
- Because of exclusively using internal content, posting is infrequent
- Just people in suits sitting in front of a landscape backdrop or sitting in
- Has account linked on the website but no posts recent posts
- Old posts are uninspired text posts some with URLs but no thumbnails
- No post on Business profile, yet it’s linked
- The C-Suite Employees/Owners/Lawyers aren’t active on LinkedIn either
- No adequate referral/recommendation/testimonial
- Monotone narration with upbeat music
- Verges on being an ASMR video but the upbeat music keeps me from
- Watchtime is justifiably abysmal
- No video thumbnail
Conclusion to part 1
The state of social media presence for regional law firms by and large isn’t that
great. For a human focus business there is incredible room for growth.
In the next part, I will suggest review successful social media account in this
industry and look into what they are doing right.
Contact Me for more details