Wednesday, September 5, 2012

"Like" & the Law Firm Facebook Page

Do I "Like" your Facebook page?

I've gotten a lot of requests from lawyers who want me to "Like" their firm's Facebook pages recently. Usually I'm a little obnoxious and I write back asking what their strategy is and what return they are expecting from this investment of their marketing time. It's a challenge, but I hope it has an impact. Many of the pages don't add value, which makes them a poor investment. In fact, a bad or blah page is often worse than no page at all.

Here's a Facebook page I am happy to "Like":

Amy Martell's Whole Family Law page is branded, consistent with her website,  full of interesting content that's presented in a variety of ways. The page has purpose and intention. A good example. Check it out.

Do you care if I "Like" your page?

Despite the fact that Amy and I have worked together in the past, and have a friendship- I never received an invitation to "like" her page! BRAVA! I'm not a potential client. I will never hire her, most likely won't be a significant referral source, and there is no business reason for her to invest her marketing resources to get me to her law firm's page. I'm glad she didn't waste her time on a campaign to have me "Like" her page. Very glad I wasn't swept into one automatically because I'm a friend on her personal page.

I may like you, and you may like it if I "Like" your page because you ask, but that doesn't make it a good investment. I already like you. It doesn't matter if I "Like" your page. I'd rather have had that time you spent on it having a cup of coffee or a glass of wine, or a phone chat with you instead. All "Likes" are not created equal. The number of "Likes" isn't a sign of much unless you have a specific strategy and a relevant audience.

Do what matters. Don't do anything that doesn't matter. You don't have time.

It goes for everything. If you're spending time on it, and you're calling it "work"- then your actions have to be connected to a target or goal. If you're investing in a Facebook page as a business strategy, learn how to evaluate and prioritize your spend. Facebook marketing is usually in support of two strategies:

  1. Engagement with potential clients and referral sources

  2. Credibility (with potential clients and referral sources)

There are objective ways to measure the effectiveness of your page as a connection or engagement strategy. [You can learn what's relevant in Amy Porterfield's online courses for Facebook marketeers.] In terms of credibility, not so easy- but you can get subjective data by asking prospects where they heard of you, if they've seen your page, etc. You can analyze your fans to know if they're either members of your target market or centers of influence for them. The level of analysis should be appropriate to the level of your investment of time and other resources.

The point?

Know what matters. Do what matters. Check your facts and confirm results. Don't do anything that doesn't matter.