You Don’t Need to Go Viral to Be Successful on Social Media

October 5, 2023
Spotlight Branding

For many influencers, success on social media is determined by how many likes, comments, shares, and follows they receive from their posts. For businesses in the fashion, food, or tech space, engagement and virality is also very important when determining their success. But…

You, as a law firm, should NEVER expect to go viral on social media.

In fact, if the only reason you post content is to try to go viral, you should just stop.

For law firms, going viral isn’t the answer. It isn’t the measure of success. Instead, social media is a long game. It’s all about consistency and momentum, and there are other ways to gauge your firm’s success.

While some lawyers regularly go viral on social media (@LawByMike or @CEOLawyer are two great examples), the odds of you joining them are very small. If it happens, great! But consider it a byproduct of you posting great content rather than the ultimate end goal.

After all, most lawyers deal with very sensitive and heavy topics—topics that many people aren’t going to want to openly engage with. And when you’re in the world of social media where engagement is a key driver of success, what are you supposed to do?

Provide value.

Provide information that answers the common questions your audience has about the things you do and the situations they’re facing. Do this consistently, too! Post every single day. We promise it won’t annoy your audience.

From there, your metrics for success no longer become likes, comments, or shares. Instead, it becomes about the following:

  • Reach/Impressions: How many people are you getting in front of with your content? Staying top-of-mind and creating consistent touchpoints is important.
  • Click-through Rate: How many people are clicking on the blogs and videos you share and going to your website to learn more?

If you can build a social media system that accomplishes those two goals, you’ll find success. People will send you referrals and they’ll associate you as the expert in your practice area.

We can help build that system for you. Even more, we offer flexible ranges of social media content with 10, 25, or 40 posts per month to help you stay top-of-mind and attract the right kinds of clients to your firm. Contact our team today to learn more.

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!