As Facebook’s search functionality has improved, law firm marketers say now is a good time to create a business page on Facebook.
If you haven’t already set up a fan page — or if you have been violating Facebook policy by showcasing your firm on an individual profile page — here are some tips for building your business page and drawing fans to it.
When you choose a name for your page, think beyond your firm name and include keywords that describe your practice, like “California dog bite attorney” or “Palm Beach estate planning lawyer.”
While Facebook restricts individual pages to one per person, it has no limits on how many business pages you create.
Unlike a profile page where an individual can solicit “friend” connections, a Facebook business page cannot invite fans to “like” its page.
“The real tricky part is getting people to like your page,” said Fairley. “Once they like your page, you can market to them, because every single time you post something on your fan page, it goes automatically to their wall and all their friends can see it.”
Tom O’Leary, a law firm marketing consultant, said that one of his clients, a workers’ compensation lawyer in Pennsylvania, offers a free book on workers’ comp law to his fans who provide their contact information.
“It’s a perfect example of how to grow your Facebook presence,” said O’Leary of The Attorney’s ATM in Cincinnati, Ohio.
Gordon Levinson, a personal injury attorney in San Diego, saw his firm’s fan page go viral when he pledged to donate $1 (up to a total of $2,500) for every “like” his page garnered to a 15-year-old high school student diagnosed with a rare lung and bone cancer.
His fans shot up to over 2,300 in ten days.
“From a marketing perspective, that’s brilliant,” said Fairley. “From a personal perspective, it’s awesome. It shows he’s involved in the community, he made a charitable donation to a cause he cares about, and it gives attorneys a good name.”