Law Firm Social Media Campaigns That Invite Audience Participation

When you scroll through the Lifestyle feeds on BuzzFeed, you find that many of the entries are lists of responses that readers gave about topics such as which discontinued food items from the 90s they miss the most or which of their views changed after they became parents.  Inevitably, some entries are calls for contributions on some of these topics.  Sure, the authors of listicles can scroll through Reddit or X, formerly known as Twitter, but it is more fun if readers respond directly.  You can use this same format for your law firm’s social media strategy.  Ask readers to send you messages on a given topic; ask them to submit them by email, rather than posting public comments.  This way, you can curate them and post the ones that are most consistent with your law firm’s mission and brand identity.  This way, your legal marketing content will be more interesting and easier to write than if you simply rehash existing social media content.

Ask Me Anything

It takes less than a minute to write an “Ask Me Anything” call for participation.  All you have to say is, “I am a personal injury lawyer.  Ask me anything.”  The questions you get in response may surprise you, and since it is your social media account, you get to decide which ones you respond to.  You will learn more about how your audience thinks, and some of them will probably even ask questions you have never thought about before.  You might even be able to turn the results into an “infrequently asked questions” page on your website.

Red Flag Green Flag Posts

In another call for participation post, you can ask the community about red flags and green flags related to your practice area.  For example, your call for participation can say, “Divorced people, what were the red flags and green flags about divorce lawyers you consulted.”  When you publish the results, edit out names of law firms, if the responses mention them, as well as anything that could be perceived as identifying details about your competitors.  The results will make for entertaining reading, and you might even be able to borrow a page from the playbook of lawyers that the audience listed as green flags.

Day in the Life Videos

To invite participation in this campaign, post a one-minute video about the daily happenings at your law firm; do not show clients, of course, unless they agree to be in the video.  Ask people who have been involved in cases like the ones you represent to send videos about their daily lives.  If you are a personal injury lawyer, ask readers to send videos about living with a severe injury.  If you are a family law attorney, ask for videos about a day in the life of a divorced parent.

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