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How to Stand Out on TikTok, Facebook, and Instagram

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How to Stand Out on TikTok, Facebook, and Instagram

  1. 1. How to Stand Out on TikTok, Facebook, and Instagram Legal Marketing Masterclass Series
  2. 2. Housekeeping ● Session length: 60 minutes ● Use to engage with fellow meetup attendees and select “everyone” in the dropdown ● Use to ask questions directly to panellists ● Please fill out the survey at the end of the session
  3. 3. 3 Agenda ● Meet the panel ● Poll ● Trends ● Resources ● Accessibility advice ● Additional Q&A ● Bonus - profile evaluation
  4. 4. Content Strategist, Clio jess.lau@clio.com ● Licensed paralegal ● Past life: social media manager ● Heavy consumer of podcasts and books 4 Jess Lau TODAY’S HOST
  5. 5. Marketing Director at Legal Soft Solution working with 300+ law firms tally@legalsoftsolution.com @legalsoftsolution ● Managed 100+ law firms social media ● Legal industry for 6 years ● Team of over 12 people managing social media accounts for law firms ● Going on my honeymoon this weekend! 5 Tally Sumekh TODAY’S PANELIST
  6. 6. Founder, Sasooness Law Group shawn@saslg.com @sasoonesslawgroup ● Practicing attorney for 8 years ● Managing attorney of Sasooness Law Group for 6 years ● Enjoys playing golf and smoking cigars 6 Shawn Sasooness TODAY’S PANELIST
  7. 7. Select all platforms your firm is using? A. Instagram B. TikTok C. Facebook D. YouTube E. LinkedIn F. Twitter What is of most interest to you today? A. Branding your firm B. Growing your network C. Attracting new clients D. Creating Reels and TikToks E. Reports & KPI Audience polls (select all that apply) What is your main practice area? A. Personal Injury B. Will & Estate Planning C. Workers Comp / Employment D. Other (Immigration, Bankruptcy, etc.)
  8. 8. Example one Example two
  9. 9. 1. Consistency 2. Assigning to a friend or family 3. Don’t want to brag 4. Too busy with legal work 5. They are perfectionist! Top 5 Reasons attorneys don’t grow on social media
  10. 10. Top 5 reasons why attorneys do well on social media (they get leads) 1. Improving month over month 2. Pass off the day to day operations of it 3. Optimized social account 4. VIDEOS & PHOTOS 5. Relatability
  11. 11. Do I need to be on all social media platforms? 1 billion AU 2.6 billion AU 1 billion AU 2.9 billion AU 465 million AU 1.5 billion AU
  12. 12. Posting Template ● Client video testimonial ● Settlement video ● Informative video ● Pop culture meme ● Settlement post ● Written review ● Team / culture ● Settlement video ● Informative video ● Client video testimonial ● Team / culture ● Settlement
  13. 13. Personalizing Your Account ● Team highlights - get creative with this i.e. “How do you start your morning” ● Firm Culture - Office lunch, holiday photos, team outings, etc. ● Unique identifier - Family person, sports team, pets, podcast host, catch phrase, what you stand for, etc. ● Videos - all of the above can and should be done as a video
  14. 14. Attorney Best Practices ● Reels - First 3 seconds are critical - so JUMP! ○ Donʼt introduce yourself, start with something engaging and exciting ● Stories ○ Casual office shots - interactive polls - highlights ● Hashtags ○ location & practice area - niche vs. board
  15. 15. 10 Video Trends 1. Attorney reaction 2. Informative video 3. Result oriented video (i.e. settlement or immigration result) 4. Entertaining videos 5. Voice over videos 6. Morning Routine 7. Behind the scenes 8. Best tips 9. Mistakes to avoid 10. Team spotlight
  16. 16. Getting Referrals Networking & Leads 1. Friends & Family 2. Colleagues 3. Credibility
  17. 17. Accessibility Advice
  18. 18. 3 Ways to Make Your Social Channels More Accessible
  19. 19. Tip #1: Add Captions to Videos Video captions benefit: ● Deaf or Hard-of-Hearing users ● Users with varying levels of fluency ● Almost everyone! (Many users watch videos with silent autoplay.)
  20. 20. Tip #1: Add Captions to Videos When including video captions, keep these tips in mind: ● Add a solid background colour to captions ● Break up captions into digestible lines of text ● Edit auto-captions when possible
  21. 21. Tip #1: Add Captions to Videos
  22. 22. Tip #2: Include Alt Text for Posts Image descriptions benefit: ● People who are blind or have low vision and use assistive devices ● People who are neurodivergent and may have a harder time interpreting facial expressions
  23. 23. Tip #2: Include Alt Text for Posts There is no one “right” way to write alt texts. When writing alternative text, keep these tips in mind: ● Donʼt write “photo of” or “image of” ● Write in plain language ● Only describe what is relevant to the post
  24. 24. Tip #2: Include Alt Text for Posts
  25. 25. Tip #3: Use Emojis and Hashtags Mindfully Emojis ● A sighted user might see: ○ Having a blast 🚀 networking with other lawyers at #ClioCon 😊 Can't wait until tomorrow's tech workshops 󰢦 ● A screen reader user might hear: ○ Having a blast rocket networking with other lawyers at #ClioCon smiling face with smiling eyes Can't wait until tomorrow's tech workshops woman raising hand light skin tone
  26. 26. Tip #3: Use Emojis and Hashtags Mindfully Emojis When using emojis in captions, keep these tips in mind: ● Use emojis in moderation ● Put emojis at the end of your caption ● Check out the emoji description (emojipedia.org)
  27. 27. Tip #3: Use Emojis and Hashtags Mindfully Hashtags ● Use camel case, which improves readability for all users ○ E.g. #LegalConferencesRock. CLEAR. ○ E.g. #legalconferencesrock. UNCLEAR.
  28. 28. 30 Clio’s Offerings & Additional Resources
  29. 29. $899 $599 Clio Cloud Conference Special Offer A savings of over 30%. Plus teams save even more! Offer expires August 24th. USE CODE: MEETUP
  30. 30. Clio EasyStart Track your time and get paid Everything you need to track your time, bill your clients, and get paid—plus some extras! Clio Essentials Optimize firm operations Includes critical law practice management tools that allow you to work smarter, customize how your firm gets organized, and communicate with clients and co-counsel. Clio Advance Scale your impact Introduces unlimited access to new productivity tools and more business and financial oversight. Priority on-call support ensures you get the most out of Clio. Clio Complete Grow your business Scale your business by adding Clio Grow to improve and automate your client intake with online forms, online appointment bookings, automated emails follow-ups, and more. Lawyaw New software for solo, small- and mid-sized legal practices that can help streamline information gathering and document assembly, along with built-in e-sign and other features. Visit clio.com/pricing to learn more. Clio’s Offerings
  31. 31. Polls for Non-Clio and Clio Customers Poll 1: For Non-Clio Users Would you like to learn more about Clio? a. Yes, I would like to learn more about Clioʼs products b. Clio Cloud Conference c. No, Iʼm not interested d. No, Iʼm already a Clio Customer 33 Poll 2: For Clio Users Would you like to learn more about: a. Adding Clio Grow to streamline client intake b. Adding Clio Payments c. Clio Cloud Conference d. No, Iʼm not interested or I already use Clio Grow/Payments
  32. 32. Additional Resources 34 ● Free social media evaluation: Book an Evaluation Here ● Guide: The Complete Guide to Social Media for Lawyers ● CLE-Eligible Webinar, August: Law Firm Security: How to Protect Your Client Data and Stay Compliant ● Meetup Series, June - August: Legal Marketing Master Class Series ● Cloud Cloud Conference: Oct. 10 - 11, 2022 in Nashville, TN ● All Upcoming Webinars & Content: Clio.com Resources Page
  33. 33. 35 Additional Questions
  34. 34. 36 Thank You