Each law firm has different kinds of cases they’re experienced in handling. This leads to some advertising to potential clients as plaintiffs more often than defendants, or vice versa. There are also many law firms that represent both, sometimes for the same type of law. But how does a law firm balance appealing to both potential plaintiff and defendant biases when advertising? The ability to appeal to both sides is even more important in family law and divorces. In these cases, the line between plaintiff and defendant is at its thinnest.
ENX2 Marketing has provided digital marketing services to clients who work for both sides of the aisle. To help any law firm looking to appear impartial and friendly to both kinds of potential clients, we have a few tips.
Appearing Impartial to Potential Clients On Social Media
When writing social media posts for platforms like Twitter, Facebook, Instagram, and LinkedIn, you can’t approach them the same way. With Twitter’s character limit, you have less room to work with. When thought of correctly, it can help you appear impartial. While Facebook and LinkedIn give you large character limits, they can also potentially leave more room for error. At the same time, Instagram is so graphic-based, that if you have the ability to make posts, you can most easily appear impartial.
Appearing Impartial on Twitter
Currently, Twitter has a character limit of 280 characters for a single tweet. If you include a link, that’s 24 fewer characters you have to work with. There’s not enough room to say a lot, but that can actually be to your advantage. On Twitter, no one expects businesses to tweet out paragraphs, much less a thread. This is the perfect place to be vague and still get attention.
Your firm should tweet information about the types of law you practice, whether it be criminal defense law, family law, or personal injury. You can be informative with quick facts or testimonials, appear well-informed and experienced, without turning away potential clients.
For example, read a potential post for a personal injury attorney:
“When someone gets injured on another person’s property, they can seek compensation for their injuries, depending on the circumstances. Consult with #LawFirm about representation and the strength of your case.”
In this example, someone who was injured on the property and is looking to sue someone could think to contact our hypothetical law firm. At the same time, someone who is about to be sued for injury could consider our hypothetical law firm as well.
Appearing Impartial on Facebook & LinkedIn
With the chance to put more words into your post, you might think it’s easier to get your point across. This can be an easy mistake. With more characters to use, you have more chances to turn people off to your law firm. You could make a long post on Facebook or LinkedIn about both sides of the law to appeal to defendants and plaintiffs, but then you appear as if you’re trying to play “both sides” in a topic.
Playing both sides, even in a business situation, can make you seem untrustworthy. It’s not a fair representation, but that doesn’t change the fact that every law firm needs to avoid it. So rather than make a long post trying to play “both sides,” use the best practices for Twitter, on Facebook, and LinkedIn. You’d just have more wiggle room.
If you do want to specifically mention representing both defendants and plaintiffs, post something informational, or even informal. A post that conveys topical information, avoids opinions. At the same time, you show you’re knowledgeable in the field to both potential plaintiff and defendant clients.
For example, read a potential post for a family law attorney:
“Current divorce law prohibits courts in Pennsylvania from giving parents custodial preference based on the gender of the parents or child. This has stopped there from being a large difference between the number of mothers who get custody of their children and fathers. Talk to law firm to find out our experience and representing you in court.”
It appears impartial, while also informative. It shows that the hypothetical law firm knows what they’re talking about and has experience in divorce court. This will allow either side of a divorce case to consider the law firm for their representation.
Appearing Impartial on Instagram
While it’s not easy to appear impartial on Instagram, it’s easier than on any other platform. Instagram is mainly a visual platform, where people look at pictures and video posts. They view, they don’t necessarily read.
When you post to Instagram, you can do it one of two ways. You could post actual images of your office, showing people how hard you work, with titles or descriptions of what kind of law you practice. This can work to make you appear more human and shows how hard you work. Having a title can let potential clients know that you work in the field they need help in but doesn’t say anything about which side you prefer to represent. There’s little reason for a plaintiff or a defendant to see you working hard in your office, with the title, “employment lawyer,” and think you only represent the other side.
You could also post graphics that display an instance where your experience is needed. If you’re a personal injury lawyer and post a graphic of a car automobile accident with text offering legal help, you’re appealing to both the victims of the accident and the original driver.
Let ENX2 Marketing Do It For You
An old adage to live by when trying to appear impartial on social media is “less is more.” The more you say, the more you risk appealing to potential plaintiffs or defendants on one side over the other or appealing to neither. It’s far from easy but worth the potential clients you stand to gain.
But one thing could make it all a lot easier for you. Contact ENX2 Marketing and talk to us, because we can handle all of this for you. There’s no one better to help you succeed in social media marketing. For your legal marketing on Twitter, Instagram, or anywhere else, choose ENX2 Marketing.
