If you’re a law firm on the cusp of establishing your digital identity (or a partner or lawyer attempting to convince your firm to begin investing in social media), this blog will be of certain help.
The good news is that law practices who intelligently invest in digital strategy and meaningfully communicate with their audiences have an immediate competitive advantage. Well done for your initiative and interest in the social space! Nationwide, few practices are actively engaging in this genre of marketing (ultimately, to their disadvantage). So, if you’re trying to convince your colleagues or Directors about the merits of social media, directing them to Ruby Assembly’s blog ‘Why Lawyers Need Social Media’ is a fine start! You may also want to join our Social Media for Lawyers Facebook Group.
Another excellent start to getting your firm’s digital show on the road is establishing your digital identity. When Ruby Assembly begin working with clients (be they lawyers, banks, taco truck owners or psychics) we undertake a Collaborative Discovery Workshop which helps both the client and our team to better understand the values underpinning their business. Whilst this is only the tip of the branding iceberg, taking time to reflect on your firm’s identity lies at the heart of your success in the social media sphere.
When social media works best, it is simple and elegant. As well you might guess, elegant simplicity is often the result of rigorous work behind-the-scenes: but there it is. Clear communications in the social space are borne from breaking your brand down into key categories, before using these pillars to inform your contributions every time you post on Facebook, Instagram, LinkedIn or Twitter.
So: what is your law firm’s digital identity? If you’re struggling to articulate your firm’s tone, personality and interests – here are three key questions to workshop with your team. It’s likely that divergent views will appear – but it is critical that all relevant parties are heard, and their input centrifuged down into a clear digital personality.
What personality does our practice have?
What a can of worms this question can be! If your law firm were a person, who might they be? This individual could be a celebrity, a real person you know, a fictional character – it really doesn’t matter. What does matter is asking each relevant person who that individual might be – and why they’ve been chosen. You might have Mike from family law or Susan from corporate provide answers as varied as ‘Muhammad Ali’ or ‘Aslan’ – but look beyond the character’s totem and unpack the values of the identities selected. Therein the seeds of your digital identity lie.
What interests does our practice have?
When clients walk into your practice, what ‘vibe’ or personality does your environment communicate? Personality is all in the digital space. Sure, there may be thousands of legal practices in Australia – but no two will be alike in personality and interests. Interestingly, this question is also a great place to begin conversations around developing an environment that better represents your business values.
Does your practice have a particular political leaning? Is an investment in culture and arts valued? Perhaps you are a firm that loves sport, chess, or book clubs? Note the interests you would be happy to share with the world around you – they’ll be part of your digital identity and core to the content you’ll develop.
What tone will our practice strike?
If your practice had a tone of voice, what might it be? Formal? Professional but friendly? Larrikin expert? A coherent digital identity uses language and tone that is consistent and recognisable. It’s easy to identify brands in the online space which are just ‘having a crack’ at social media, with their accounts likely handled by a multitude of individuals. They have no consistent tone. Consider how your firm will strike a pose with tone.
Does your law firm require guidance, structure and support in defining a digital identity? Ruby Assembly are your category experts: reach out via our website. We’re here to help.