The Rise of Social Media in Search

Social content is becoming an integral piece of search. Users are highly likely to trust these sources as they are community-based, increasing social proof. 

Attorneys should also be mindful of how social media relates to AI Overviews and Large Language Models (LLMs). AI indexes content at a much faster pace than traditional search engines. By optimizing your content for search, not only are you increasing your chances to rank in Google, but increasing your law firm’s discoverability in AI placements. Many of which deliver posts directly, so users do not have to click through to your profiles.

What Makes an Instagram Post SEO Friendly?

Keywords are the main source of making your posts searchable. It’s important to anticipate the topics potential clients may search for and to cover them thoroughly with relevant captions.

Over time, keyword targeting is becoming less about exact matches and more about user intent. This often means people are searching differently. For example, instead of searching for “car accident attorney”, many users search “who is the best car accident attorney in Chicago?”.

To show up as a top result for a query like that, your content should clearly demonstrate your knowledge. Answering multiple questions that people would potentially be searching for will help build your credibility and authority. Focus on “index-worthy chunks” of content—providing real answers to user questions. 

Where should I put relevant keywords in my posts? 

• As titles: For audio and locations
• In captions: Woven naturally into the post copy
• As hashtags: Added to the caption (placement doesn’t matter)
• As alt text: In the text used to describe visuals in your post (more on how to apply this later in this article)

How Can Your Law Firm Optimize Instagram to Rank in Search Engines?

When it comes to social media optimization, marketers should prioritize a few different areas. We outline them below.

Update Your Profile Bio

Treat your Instagram bio like a searchable landing page for potential clients. Include keywords that let people know who you are, what you do, and where you are located. Make sure that the account name itself is relevant to what you do. This isn’t an issue for most attorneys since the words law or attorneys are often in their business name.

For example:

For an attorney, you might want to use a bio like this:

Awesome Law Firm Name

Chicago Car Accident Attorney

FREE Consultations

If there is enough room to include it, you should also consider including information like your office hours.

Use Alt Text for Images

Instagram uses image context—including alt text—to understand what your content is about. This helps your posts show up in search results and Instagram’s Explore page more often, especially if the alt text includes relevant keywords.

Not only does it improve SEO, but by providing alt text, you are improving accessibility. Screen readers rely on alt text to accurately describe images to visually impaired users.

How to Add Alt Text on Instagram:

1. Go to “Advanced settings” before posting.
2. Tap “Write Alt Text” under Accessibility.
3. Add a short, descriptive sentence that conveys the content and context of the image.

Leverage a Link Page 

You’ve probably seen many Instagram profiles utilizing websites like Linktree, LinkinBios, Beacons, or other similar pages. 

So what are they?

They are a tool that allows you to create a landing page that contains multiple links, all accessible through a single URL. They are very common on social media platforms. 

Why should your law firm be using one?

• Multiple Links in One URL
  • Many social media platforms only allow 1-3 links. With a URL landing page, you are free to host multiple links. So if one day your law firm runs a giveaway that requires someone to fill out a doc form, and the next day you post a blog, both of those links can be hosted at the same URL.
• Easy to Update
  • It’s much easier to add multiple links to a single link page instead of constantly changing the single link on your bio.
• Simplified User Experience
  • By creating the multi-link page it gives your audience a less overwhelming hub to sort through instead of having to hunt for the same information on your main website. 
• Repurpose Your Clicks
  • Instead of using a third-party tool, we recommend building a page from your website that mimics the function of a tool like Linktree. With this method, you have more control over all of those valuable clicks. They can later be used for advertising and remarketing purposes.

Research

Research is key in understanding what types of posts are ranking well in search. Since social media changes so rapidly, staying up to date on platform best practices in a timely fashion is crucial. There are two main categories that should be considered during research.

Keyword Research

Tools that can be used for keyword research:

• SEMRush for traditional keyword data
• Google Trends + Glimpse Extension for real-time social trends
• AlsoAsked.com for real user questions
• TikTok Search Autocomplete for Gen Z insights

Pro tip: Phrasing matters when researching. Instead of searching “car accident,” search for more natural language types like “what to do after a car accident”.

Competitor Research

Search industry-specific phrases and take note of who shows up at the top of the list. What are they doing consistently across their posts that keeps landing them at the top? Reverse engineer those commonalities and apply them to your strategy. Next, take a look at their bios and see if they are using specific keywords on their profile.

Next Steps

We know this is a lot to take in! That’s why we’ve compiled a summary list of actionable steps to help optimize your Instagram.

Profile Optimization

• Update your bio to include your practice area, location, and a keyword-rich descriptor (e.g., Chicago Car Accident Attorney).
• Make your username and display name descriptive when possible (e.g., use “Smith Injury Law” instead of just “Smith Law”).

Content Optimization

• Plan your content around what users are already searching for.
• Use keywords in captions that reflect how potential clients would naturally search (e.g., “What to do after a truck accident”).
• Write descriptive alt text for all posts to improve accessibility and SEO. (Go to Advanced Settings > Accessibility > Write Alt Text)

Posting Strategy

• Ensure your posts provide value by answering common legal questions or explaining legal processes in plain language.
• Use visually appealing, on-brand designs that are easy to understand at a glance.

Link Management

• Set up a link hub using Linktree, LinkinBio, or a custom landing page on your own website. Include links to your contact form, blog, consultation scheduler, or FAQs.

Research & Competitor Analysis

• Monitor what ranks well and continuously adapt your strategy.

Make Your Next Instagram Post One That Ranks

With Instagram posts now being indexed by Google and other search engines, implementing SEO best practices can give your content a competitive edge. From optimizing your bio and captions to using alt text and researching trending topics, every small tweak can help your firm get found by the right people at the right time. Stay proactive, stay visible, and let your Instagram become a true extension of your firm’s digital strategy.

Contact us today to discuss how we can help optimize your Instagram account.

The post Is Your Law Firm’s Instagram Optimized for Google Search? appeared first on Consultwebs.

Let’s Get to the Updates!

SEO

• Google AI Mode shows 91% URL change across repeat searches. The high volatility means there are new challenges as well as new opportunities for search. Unlike traditional search, AI Mode tends to refresh its citations frequently. This means law firms with relevant, high-quality content have a better chance of appearing in AI mode answers, even if they are not in the organic top 10.
• Google’s latest update: It seems that this change has been more subtle than past updates. Although the update was sizable, it has not been as disruptive as previously predicted. The biggest change being that Google is able to better surface relevant content. This means law firms should focus on niche topics with an authoritative voice, including creating content that relates to the original topic.
• New evidence suggests ChatGPT sometimes pulls Google Search snippets when Bing results are unavailable or outdated. This reinforces the idea that traditional SEO still matters—AI tools like ChatGPT may rely on it more than expected.

Paid Advertising               

• Google Ads launch built-in video analytics. This change will help legal industry advertisers to better identify top performing videos faster, making it easier for them to optimize your campaigns based on audience engagement.
• Phrase match is losing ground to broad match in Google Ads. The most important phrase in this article is – “But for lead gen, relevancy is a much bigger concern. Even with pricing advantages, many find broad match – and tools like AI Max for Search or PMax – produce too many low-relevance queries.” This is extremely important for PPC clients to understand because it is often a point of contention.
• Google Analytics has rolled out two big updates: a new Reddit Ads integration and lead generation tools. Advertisers can now import Reddit cost data directly into GA for unified reporting and comparison across platforms. This will allow advertisers and attorneys to see a fuller picture when it comes to ROI on ad spend.

Social Media

• Meta follows suit with YouTube’s crackdown on unoriginal content. Repetitious and mass-produced content will no longer be tolerated on Meta. Spammy or fake behavior will face reduced visibility. One of their main focuses will be “AI-generated slop” and content farms. We encourage attorneys to create authentic, original videos and limit their AI content to a minimum when it comes to vertical videos.
• In July, many reputable sources reported that TikTok was developing a separate US app ahead of the impending ban. They released a brief statement stating, “The recently posted Reuters story, which is based on anonymous, uninformed sources, is factually inaccurate.” They have not clarified if they are not building a separate app or if the details of the report are false.

AI

• Your law firm may receive AI calls from prospective clients. Google is introducing an AI that can make phone calls for users to retrieve additional information from Google Business Profiles. It’s important not to discount these calls as robo-calls, as it is a feature many introverts will likely take advantage of.
• Your website still matters in the age of AI! “AI is the latest obsession, but strategy still wins. Refocus on your website – the original digital tool – to thrive in the AI era.” This article gives a non-biased opinion on how websites fit into the AI puzzle along with suggestions on how to adapt.
• President Trump has issued a range of directives related to AI development. Below is the TL;DR – New AI Orders at a Glance
  • Loosens Copyright Rules: Federal regulations restricting the use of copyrighted content to train AI models have been relaxed, reducing legal risks for developers
  • Bans “Woke AI” in Government: Federal departments are restricted from using AI models that show ideological or DEI-related bias, such as altering historical figures’ identities.
  • Pushes U.S. AI Global Dominance: The orders aim to position America as the world leader in AI by scaling back Biden-era energy rules and promoting U.S.-made AI tech abroad.
  • These moves could benefit firms like Elon Musk’s xAI while raising concerns about bias, misinformation, and who controls the narrative in AI tools.

Stay LAWsome–We’ll See You Again Next Month!

Thanks for checking out this month’s roundup! See you next time with more tips, trends, and insights to help your law firm grow.

The post August Legal Digital Marketing Industry Updates appeared first on Consultwebs.

Marketing Updates

SEO

• Google coughs up $1.4 billion to Texas in a privacy lawsuit. The lawsuit alleged that Google collected users’ biometrics without express consent and tracked their locations even if the feature was disabled. 
  • “In Texas, Big Tech is not above the law. For years, Google secretly tracked people’s movements, private searches, and even their voiceprints and facial geometry through their products and services. I fought back and won,” Texas Attorney General Ken Paxton says in a statement.
• Video matters now more than ever in SEO. Many foundational SEO tactics remain relevant when it comes to social media video optimization. Social media influences discoverability. SEO works hand in hand with social media to boost visibility, drive engagement, and turn videos into powerful marketing.

Paid Advertising               

• Meta unveils new ad updates at NewFronts 2025. The two that affect legal industry campaigns most are as follows:
  • Reels trending ads
    • This new placement allows advertisers to put ads in the most trending creator Reels.
  • Video Ads on Threads
    • A new placement for video advertisements, reaching a new audience
• YouTube shares its new ad options and usage stats at BrandCast 2025. They also note that YouTube Shorts viewing is up 20% year-over-year. YouTube says that 70% of its channels now post them.      
• Threads advertisements are now available to all Meta advertisers globally. This opens up a new audience for testing.       

Social Media

• The average engagement rate for Facebook is a whopping….0.15%, with smaller accounts (>5k followers) seeing an average rate of 0.30%. Consultwebs has consistently monitored engagement rates for our clients’ social media, setting our target goal at 4%–more than ten times higher than the industry standard.
• Threads will soon begin prioritizing links in posts, unlike X. This is a surprising move, as most social media platforms want users to remain on their platform for as long as possible instead of external sites. 
• After two years, X is still not close to their “Everything App” vision. Unless attorneys have a sizable and highly engaged following, we recommend prioritizing other social media apps that offer higher value results. 
• Google recently removed 15k YouTube channels for China-originated influence activity. China is not the only country that targets USA social media platforms to influence public opinions, but is the top source. An interesting opinion offered in this article is that the threat is less about data privacy and more about the capacity in which social channels have to influence public opinions. 

Antitrust Cases

• Epic Games and Spotify test Apple’s new App Store rules. The updated App Store policies were rolled out last week after Apple lost a major legal battle in the antitrust case filed by Epic Games, when a federal judge ruled that Apple had not followed the court’s orders around in-app purchases. The Kindle app has also released a new version of its app. https://techcrunch.com/2025/05/09/epic-games-and-spotify-test-apples-new-app-store-rules/

AI

• It’s here! Google tests ads in AI overview and AI mode. We knew Google would monetize AI spaces eventually. This means that ad strategies for top-of-page results will likely shift in the near future. Our PPC team will keep you up to date with optimal places to spend ad dollars online as processes evolve. 
• AI mode–the future of SEO? What matters going forward? Clicks, tracking those clicks, branding, and agents (Google recommending “buy now” or “contact” type links for products and services). There is a 10-minute video that explains this well, embedded in this link. It is essential that brands of all sizes adapt to these changes early and optimally, or risk irrelevance online. 

Stay LAWsome–We’ll See You Again Next Month!

Thank you for reading our monthly roundup! We’ll see you again next month for another newsletter packed with insights, trends, and expert guidance for helping your law firm thrive. 

The post May Digital Marketing Industry Updates appeared first on Consultwebs.

Facebook

Who it’s for: 

EVERYONE! Facebook is such a versatile social media platform. The audience is vast and all ages, leaning toward an older demographic. It is a great starting point for your social media journey.

Who it’s NOT for: 

If your only goal from social media is to gain more website traffic–this platform (and most others) is not for you. Social media is a way to connect with potential clients–not drive traffic or sell directly to them.

LinkedIn

Who it’s for: 

This social media platform is perfect for attorneys who like to share thoughtful insights on legal matters. It works best as a tool to expand your legal professional network with opportunities for creating referral partners/systems. 

Who it’s NOT for: 

LinkedIn is not the best place for personal injury attorneys to reach potential clients. While there may be some on there, it primarily is used as a professional network builder, with most users logging in to learn from peers and showcase their own expertise.

Instagram

Who it’s for: 

Instagram is a very versatile platform. It is best for law firms that feature visually striking pieces. For example: a photo dump of a community-based event/ sponsorship or a behind-the-scenes tour of your law firm’s office. It’s a great place to share photos, carousels, and vertical videos.

Who it’s NOT for: 

Attorneys who rely on stock photos and text-based graphics.

X

Who it’s for: 

Chatty attorneys who like to comment on pop culture and current events.

Who it’s NOT for: 

We do not recommend this platform to attorneys based on the high effort for a very low reward it offers.

Threads

Who it’s for: 

Similarly to X, Threads is for attorneys who enjoy commenting on pop culture and current events. Commenting on other user posts is a must for this platform, which is a significant time investment.

Who it’s NOT for: 

Busy attorneys who aren’t able to frequently engage. This platform would need the unique voice of a hands-on attorney behind the profile.

TikTok

Who it’s for: 

Attorneys who are not camera shy! Vertical video marketing is one of the easiest and most cost effective ways to reach new audiences. Content created for this platform can also easily be cross-posted to other networks like Instagram and LinkedIn.

Who it’s NOT for: 

Attorneys who don’t have time to devote to filming fresh content frequently. 

There’s No Social Media One Size Fits All

Social media success requires a high degree of knowledge, especially for lawyers and law firms. It’s crucial to understand your audience, where they spend their time, what they’re looking for, what they best respond to, along with the type of content your law firm is able to reliably produce. Engagement, branding, awareness, and showcasing your expertise all falls on your shoulders when it comes to your social media presence. Choosing the platforms that best fit your routines and personality will allow you to best showcase your strengths to potential clients. 

Consultwebs would be happy to speak in-depth about your social media strategies and help you find the platforms that best suit your firm. Reach out to us to set up a consultation today!

The post Which Social Media Platform is Right for My Law Firm? appeared first on Consultwebs.

So, what happened in April? Let’s dive in!

Marketing Updates

SEO

• Google launches thousands of updates per year. In total, they run approximately 700,000 tests annually. In 2023, that led to 4,700 changes to Search. 
• Google Maps and business profiles get an upgrade to combat fake reviews. What Google says about this change: “We trained a new model with the help of Gemini that identifies potentially suspicious profile edits. A business that changes its name from ‘Zoe’s Coffee House’ to ‘Zoe’s Cafe’ isn’t suspicious—but a business that suddenly changes its category from ‘cafe’ to ‘plumber’ is.” 
• Google AI Overviews reaches 1.5 billion monthly users. 

Paid Advertising               

• Google recently sent out a subtle but impactful policy update to advertisers, confirming changes to its long-standing “Unfair Advantage Policy”. The policy’s enforcement date began April 14th, 2025.                                                                                                                                             

Social Media

• TikTok is here to stay–at least for another 75 days or so. The new extension date is June 19th.
• Instagram’s new edits app is now available. The app is meant to be Instagram’s version of the video editing app Capcut. 
• Facebook announces new measures to combat spam posts and comments. This means their systems will be searching more for irrelevant hashtags on posts. For example: If an attorney posts a testimonial and the caption is about how much they love dogs and has hashtags like #ilovepuppies instead of “Our clients are great! #clienttestimonials #personalinjuryattorney” — the puppy caption would be considered spam.

Antitrust Cases

• Google’s antitrust trial enters remedies phase. DOJ wants Google to sell the Chrome browser. 
• FTC antitrust case against Meta heads to trial.
• Did Meta allow TikTok to grow intentionally in order to dilute their own FTC Antitrust case? This article discusses that possibility in depth. 

AI

• Google adds image search to AI Mode, expanding to more users. You can now upload pictures and ask questions about them. 
• Chat GPT expands memory capabilities.
• As much as we learn from AI, it’s also learning from us. 

See You Next Month!

Thanks for catching up with us. Don’t forget to sign up for our newsletter to get next month’s news straight to your inbox. We’re always here to help you stay ahead in the digital world!

The post April Digital Marketing Industry Updates appeared first on Consultwebs.

Their full report delves into key findings, including the rise of social media advertising, the dominance of specific industries, and the role of OTT platforms in shaping the future of digital marketing. Below we summarize the must know digital marketing information for attorneys.

US Ad Spend on Social Channels Climbs 15% YoY

Social media continues to be a dominant force in digital advertising. Social ad channels, including Facebook, YouTube, and TikTok, accounted for the vast majority of digital ad spend in the US. 

These platforms outpaced OTT and desktop/mobile display advertising, growing by 15% year-over-year (YoY). This trend further illustrates how brands have leaned more on social media to engage their audiences and reinforces the importance for attorneys to make authentic connections with clients and potential clients in these online spaces.

TLDR; Social media is an ever-growing part of digital marketing plans. Don’t count paid social media out of your law firm’s marketing strategies!

Social Media Trends: Facebook Dominates, but Other Platforms Gain Ground

Facebook remains the top social ad channel, accounting for 36% of US social ad spend in the first half of 2024. Other platforms, such as Instagram, TikTok, and YouTube, gained market share as well.

Notably, Instagram led all US social ad channels with 27% YoY growth. TikTok followed with 19% growth, while X (formerly Twitter) was the only platform to experience a decline in ad spend. The fall of Twitter/X has been an unsurprising one for many marketers, while TikTok’s growth may surprise many due to questions surrounding its possible ban.

TLDR; Attorneys should be prioritizing Meta platforms for paid campaigns. Don’t count out LinkedIn either, especially for organic social media and cultivating a network of peers.

Audience Insights: Understanding Demographics on Social Platforms

Brands tailor their ad spend to reach specific audience demographics across social media platforms:

• Pinterest: Dominated by female users.
• X and LinkedIn: Skew more toward male users.
• Instagram and YouTube: Have balanced gender and age distributions.

Data Source for graphs: Sensor Tower

The demographic data is a helpful tool that allows advertisers to best optimize attorney ads.

OTT Advertising Surpasses $10 Billion in 2024

OTT (Over-the-Top) advertising has become a game-changer for marketers looking to extend their reach beyond traditional channels. Unlike cable TV ads, OTT allows advertisers to target specific audiences on streaming platforms like Hulu, YouTube, and Roku, reaching users on smart TVs, mobile devices, and gaming consoles. Another major selling point for OTT advertisements is its price point–it is much more affordable than traditional TV advertising.

OTT ad spend in the US surpassed $10 billion in the first eight months of 2024, marking a 13% YoY increase. Growth in OTT ad spend has outpaced desktop and mobile display ads (+11% YoY) but remains slightly behind social media advertising (+15% YoY).

TLDR; OTT could be a great addition to attorneys’ digital marketing campaigns who are looking to expand their audience and reach past traditional tv commercials.

Streaming Services: Peacock’s Olympic Boost and Hulu’s Continued Dominance

Major sporting events continue to drive OTT engagement. The Paris Olympics provided a significant boost for Peacock, increasing its US OTT ad market share from 6.8% in 2023 to 8.2% in 2024. During the Olympics, Peacock averaged nearly 3 million daily active users, marking a 130% increase from its 2024 pre-Olympic average.

Hulu remains the leader in OTT advertising, surpassing 10 billion monthly impressions in 2024. Pluto TV and Tubi are closely competing for the #2 and #3 spots. Since launching its ad-supported tier in 2022, Netflix has seen substantial growth, though its ad-supported audience remains a small fraction of its overall user base. Its targeting options are also currently national only, so is slightly less appealing to small businesses.

Ad Category Trends on Streaming Services

Each streaming service attracts different advertising categories:

• Peacock & Tubi: Financial Services dominated ad spend.
• Pluto TV: Automotive brands, including Nissan, Chevrolet, Toyota, and Hyundai, were the top advertisers.
• Netflix: Travel & Tourism accounted for 18% of its US ad spend, driven by brands like Airbnb and Expedia.

Methodology: How Digital Advertising Data Is Collected

The data presented in this report was compiled by Sensor Tower’s Insights team using Pathmatics by Sensor Tower Digital Advertising Insights. The estimates cover ad spending through August 31, 2024, based on a sample of digital ads collected from select channels in each market.

Pathmatics employs two leading data sourcing technologies: panels and data aggregators. By utilizing statistical sampling methods, the platform estimates impressions, cost per thousand impressions (CPMs), and total ad spend for each creative. Notably, OTT data is derived from real OTT & CTV viewers, representing popular streaming services such as Hulu, Netflix, Pluto TV, Tubi, Peacock, and Paramount+.

What’s Next for Law Firm Advertising? Let’s Map Out Your Future Together.

Digital advertising is more dynamic than ever. With social media and OTT leading the way, it’s important to consider how the shape of advertising influences your law firm’s strategy. 

Attorneys need a trusted partner who is informed on paid advertising strategy refinement to maximize their ad spend efficiency and to reach the right audiences in the right places. Speak with us one-on-one today to discuss your paid advertising options.

The post The State of Digital Advertising in 2024: Trends, Growth, and Market Insights Attorneys NEED To Know appeared first on Consultwebs.

Picture this: You’ve spent years building your law firm’s online presence. You have a 5-star rating, hundreds or thousands of likes and followers, and you’re getting the leads and engagement that other attorneys dream of…only to lose it in seconds because of a disgruntled ex-employee or unscrupulous agency that has sole access to your firm’s social media accounts.

Years of hard work growing a positive social media presence could not only be gone, but ruined, in a matter of moments.

Could your law firm handle a catastrophe like that?

Talk about a nightmarish situation to be in…unless you’re secretly an eccentric scientist that has a DeLorean with a flux capacitor to send you back in time to fix the account ownership issue before it starts. If you’re without a 1980s time traveling vehicle, then this likely isn’t an option for you.

Privacy Risks Your Law Firm Can’t Afford to Ignore

Potential clients message law firms online every single day, giving out personal, contact, and case information without a second thought, because they think that the communication is safe and guarded because they sent it in a DM.

And why wouldn’t they? They’re chatting with their most trusted legal professional, their lifeline, so of course it’s going to be safe…right? It’s not like their lawyer would ever allow a risk like that. Or would they?

Not-So-Fun Fact:

82% of all data breaches involve human error, like misuse of credentials, according to the 2023 Verizon Data Breach Report. Cybersecurity threats, such as unauthorized use, are an ever-growing problem, and social media account ownership and access are no exception to this.

Let me paint you a scary, but all too real, scenario: You fire the only employee with access or ownership of your social media profiles or business manager, and they’re out for revenge. Or maybe you fired your social media vendor because you weren’t happy with their work. All of a sudden, your firm’s profile and cover photos contain explicit images.

Your carefully constructed bio and contact information? Replaced with a link to an adult website and a 900-number that charges callers three dollars per minute. Your posts go from fun, informative, and helpful to lies and slander about how awful you are, how you treat all your clients horribly, and steal all their settlement money, or worse. Even though you know not a single word of that is true, you have no chance at disputing that if you don’t have account ownership. Period. Word gets around quickly online, and you know the old saying – if it’s online, it must be true.

In this digital age where everyone is online and connected all the time, it would be so easy to take a screenshot of a wrongdoing, and we both know the lawsuits that you’d be hit with would be astronomical. To quote the Tiger King, “I’m never going to financially recover from this.”

How Many Strangers Still Have Access to Your Social Media?

I’m telling you this not to scare you, but to urge you to take action. The number of past employees and uncooperative digital marketing agencies I’ve had to contact and convince to hand over the reins to our clients’ social media accounts would probably boggle your mind. No joke.

I can hear you asking yourself, “But what if my ex-employee or ex-vendor refuses to reply or hand over ownership of my social media? Have I lost all chances of ever gaining access?”

Honestly, there is no clear answer to that question. I’ve had several uphill battles with past vendors, ex-employees, and Meta because of that very reason. It’s like trying to nail Jell-O to a tree in the middle of a July heat wave in 97% humidity. The amount of documentation you need to not only prove you own your firm, but that you are who you say you are, and why ownership of the social media account should be yours, is astounding. I don’t think you even need that much documentation to get a passport or even buy a house!

Guess what? Social media platforms, prior vendors or marketing agencies,s or former employees don’t always reply or say yes to the request of granting you ownership of your firm’s page. In fact, it’s more common for their support reps to drag their feet and deny the request to transfer ownership, and for a variety of reasons.

To say it’s frustrating and disheartening is an understatement, for both the client and for your marketing agency. We want nothing more than to be able to successfully resolve the issue and have your firm’s social media accounts owned and controlled by the rightful owner – YOU.

Take Control: How to Make Sure You Own Your Social Media Accounts

So what can you do right now that will set you on the right path to ensuring you own your firm’s social media? I’m glad you asked. Let’s get down to brass tacks. For full ownership of your social media accounts, you’ll want:

• A strong, hard-to-guess password – this one is pretty self-explanatory. Use a trusted password generator tool that uses a combination of uppercase, lowercase, numbers, and symbols to create a password.
• A password manager for login credentials – to increase security on shared logins and keep you from having to write down the password on a sticky note or create an easy-to-hack document with all the login credentials.
• Two-factor authentication (2FA) for every person who has any kind of role on your account, to prevent any unauthorized access.
• A regular recurring auditing of who has a role on the account and what permissions they have, to ensure that an ex-employee or former vendor no longer has access to your account.
• An offboarding process for rthe emoval of admins whenever vendors are changed.
• To have more than just yourself in an admin role (like a partner in the firm or a trusted family member) – just in case something happens to your personal account and it gets banned or deactivated, you’ll still have a way to regain access.
• A Super Admin role on your company’s LinkedIn business page.
• To create a business manager for your Meta accounts, this allows for greater security and more control for your Facebook and Instagram accounts.

Consultwebs Can Help You Ensure Your Social Media Business Pages Are Secure

I hear the question you’re not asking, too. And the answer is no, you definitely should NOT hesitate to contact Consultwebs, even if you have little to no access to your firm’s social media accounts.

Our team offers everything from creating new social profiles for the firm to helping you regain access to accounts that only previous vendors or an ex-employee had. We can even walk you and your staff (on a Zoom call or screen share) through the process of granting you an owner and/or admin role on the page.

We want you to have ownership of your accounts just as much as you do. We’ve seen such preventable account losses that didn’t need to happen and share in the frustration you feel when a social media platform or ex-vendor/employee isn’t cooperative with your requests.

Let’s be real for a minute: your time is best spent practicing law and taking care of your clients, not worrying about your organic and paid social media, your website, SEO, or Google paid ads.

Let us handle the details so you can experience the successes and growth that Consultwebs has to offer you! What are you waiting for?

The post The Importance of Social Media Account Ownership appeared first on Consultwebs.

Meta has been offering content creators the opportunity to get verified on both Facebook and Instagram for a while now.

That blue checkmark the influencers you follow have on their profiles?

That’s the mark they get once they are verified.

How do they get verified?

Here’s a very top-level rundown:

1. They submit a government-issued ID.
2. In select regions, they also submit a selfie video.
3. If eligible, they subscribe to the offering for between $11.99 and $14.99 monthly.
4. They get the following benefits:
   • Exclusive stickers on Stories and Reels
   • Protection from impersonation
   • Direct account support

Meta will be slowly rolling out changes to their Meta Verified offerings to businesses. It’s currently in the testing phase in New Zealand and Australia, and its rollout in other countries is likely imminent, depending upon how the test phase goes. The new features aren’t just about getting a shiny badge next to your name; it’s about potentially unlocking a host of benefits that could change how your law firm is seen and found online.

For law firms, trust and professionalism are everything. Could this be the edge you needed to stand out in the crowded digital legal marketplace? Or is Meta seeking to make further social media a pay-to-play game? Let’s dig into what Meta Verified for Business could mean for legal professionals, weighing both the good and the not-so-good.

Executive Summary

• Meta is testing a verification service for businesses, including law firms, with plans starting at $11.99/month.
• Offers a verified badge, improved search visibility, impersonation protection, and direct support.
• Benefits for Law firms: Enhances online credibility and visibility, adds useful profile features, and provides prioritized support.
• Considerations for Law firms: Cost-benefit analysis of subscriptions, Ethical implications of paid verification, Dependency on Meta’s platforms amidst changing policies and support quality.
• Law firms must weigh potential visibility gains against costs and ethical concerns before adopting the service.

Overview of Meta Verified for businesses and Law firms

Meta intends to offer four different subscription plans for its business verification service:

1. Standard
2. Plus
3. Premium
4. Max

Each plan was created to support businesses at various levels, from basic verification to extensive visibility and support enhancements. These plans include the trusted verification badge, enhanced profiles, priority support, and more (depending on the plan you select).

Here’s an overview of the tiers:

Meta Verified for businesses Standard:

• Gives your firm a verified badge, which is a mark of authenticity on your Meta profiles.
• Includes support via email and chat if you encounter any issues with your account.
• Helps your business show up higher in search results by prioritizing your account in search algorithms, making it easier for prospects to find you.
• Helps your business stay safe from others who might try to copy your profile or brand through proactive monitoring, rapid response times, and their brand safety feature.

Meta Verified for businesses Plus:

• This tier includes everything in the Standard package, plus some additional features:
• Your requests for help are moved to the front of the line, getting you quicker responses.
• You can list up to three business locations and link to three other business profiles or pages, which helps clients find all your operations/localities more easily.
• Your business profile gets special placement as a featured account, helping new potential clients find you.
• You can add clickable links to two of your video posts per month, which can direct viewers straight to your website or landing page. (This represents a huge potential for an increase in caseload!)

Meta Verified for businesses Premium

• This tier includes everything in the Standard and Plus packages, plus some additional features:
• You can request to speak with support agents over the phone for more complex issues.
• Feature up to five addresses and five other profiles or pages, broadening your firm’s online presence even further.
• Provides verification features for up to two of your employees, protecting their professional profiles from impersonation.
• Include links in up to four video posts per month, increasing the ways people can connect with your firm directly.
• Personalize the look of your chats on Messenger and Instagram to match your firm’s style.

Meta Verified for businesses Max:

• This tier includes everything in the Standard, Plus, and Premium packages, plus some additional features:
• Get dedicated help for any ongoing issues, ensuring they are resolved quickly and efficiently.
• You can list up to eight business addresses and link to eight other profiles or pages, maximizing your online footprint on Facebook and Instagram.
• Extends the protective features to up to five employees, ensuring their profiles are also verified.
• Provides even more opportunities to direct viewers to your site or services by allowing links in up to six reels per month.
• Twice a year, you can meet with Meta experts to review and enhance your content strategy, helping you make the most of your online presence.

Benefits Breakdown for Law firms

When it comes to making your law firm easy to find, visibility and search optimization play a critical role. Each of the Meta Verified plans aims to boost your firm’s placement in search results, making you more noticeable in the competitive legal market. This improved searchability is key to attracting new clients who are looking for legal services online.

Now, about that verified badge– it’s more than just a nice mark on your profile. It communicates to potential clients that your firm is legitimate and trustworthy. In the legal industry, where trust is paramount, this badge can enhance your firm’s credibility.

1. Profile enhancement is another key feature. Depending on which subscription plan you choose, your Meta profiles can be jazzed up with clickable links that include images, multiple addresses, and links to other profiles or pages. This not only makes your profile more engaging but also more informative, giving potential clients everything they need to know at a glance.
2. Impersonation protection is included in all subscription plans, offering measures to safeguard your firm against those who might attempt to copy or mimic your social presence. For higher-tier plans, this protection extends to key employees, adding an additional layer of security and helping to maintain the integrity of your firm’s reputation.
3. Having prioritized support in the upper tiers provides a valuable safety net for resolving technical issues promptly, which helps ensure smoother operations on Facebook and Instagram. In order to ensure social media success, however, it is important to keep up with ongoing engagement, strategic content creation, and proactive client communication as well.

Stay Tuned for Updates!

As Meta Verified for Business services are rolling out and not yet available in the US, it’s important to stay informed. We encourage you to keep up with the latest developments to understand how these services could benefit your firm in the future. If you’re looking to prepare your law firm for potential new tools and strategies, consider booking a free consultation call with our team. We specialize in crafting tailored strategies that align with your practice’s unique goals and challenges, helping you navigate the complexities of digital marketing.

Considerations and Challenges

When evaluating any tool for your firm, it is crucial to assess the cost vs. benefits. Considering your firm’s size and specific goals, are the subscription costs justified by the benefits? Will your firm realistically use the tool’s features regularly? How will it contribute to your firm’s overall success?

Ethical and professional implications are another key factor. Consider how clients might perceive the idea of paying for verification and whether it aligns with your firm’s ethical standards. Client perceptions are important; some might view paying for verification as compromising authenticity. Ensure your firm’s values and the perceived integrity of your services are maintained.

Recently, there has been a noticeable shift in how Meta handles customer support. We previously benefited from dedicated ad account representatives and prompt support ticket responses at no extra cost. However, the past six months have seen a change in the speed and quality of support provided by Facebook. Now, the following may come across as conspiratorial, but these adjustments have coincided with the introduction of Meta’s new paid verification and support services… Coincidence much? We’re inclined to think it’s not at all; these changes seem to reflect a broader shift in the platform’s service strategy, and this is something we should all take into account when considering the adoption of this new tool when it’s available more widely.

Lastly, how willing is your firm to depend on the Facebook and Instagram platforms, especially with these shifts in mind? Relying heavily on any platform comes with risks, particularly if it changes its policies or if its user base declines. This dependency could potentially impact your firm’s online presence and client engagement.

Conclusion

Meta Verified for Business offers features that can elevate your firm’s online presence for sure, but it also brings cost and ethical considerations. What’s your take on the newest Meta offering? Could these services significantly enhance your practice’s visibility and credibility, or do the potential downsides outweigh the benefits? We’d love to hear your thoughts. Reach out to us for a deeper discussion on how to navigate these new tools effectively.

For a deeper discussion on how to effectively navigate the new tools the digital marketing world is unveiling, book a call to see if we can enhance your firm’s online presence together.

Schedule a Strategy call with our Marketing Advisor

The post Meta Verified for Businesses appeared first on Consultwebs.

TLDR: 

• With the rise of AI, fostering community trust by showcasing your unique voice remains crucial.
• People utilize social media like search engines, and that trend will continue to grow.
• More people want law firms to have an active online presence across social media platforms.

Over the past decade, we’ve watched social media grow from a “nice to have” element of overall digital marketing into a much more essential piece.

What has contributed to that?

A client’s website presence is only one piece of their overall online footprint. Now, more and more people utilize social media platforms like search engines. Not only that but your average website visitor also checks your social media links. It’s crucial to have a consistent presence across the board to ensure your potential client that you are still active and practicing.

Research confirms this. 1 in 4 people (22.5%) don’t hire an attorney without a recognizable online presence.

Consultwebs is here to teach you how to establish a strong social media presence, create engaging content, leverage your community, and amplify your law firm’s unique voice. Establishing your presence begins with setting your goals for both – paid and organic objectives.

What is the difference between organic and paid social media?

ORGANIC: Organic posts reach your existing followers and are generally for brand awareness and current follower engagement. These posts are the bulk of your content and often receive lower reach and engagement numbers since they are not paid promotions.

Example of organic content:

So, what is the point of organic?

Keeping up with organic posts helps existing followers establish a connection with your brand and lets potential clients get to know who you are. There are also some scenarios in which an organic post can be recommended to users who have similar interests to your page via AI suggestions on platforms.

PAID: This side of social is where we get into things like lead generation, boosted posts, video ads, etc. They generate more engagement, more video views, and more impressions.

Example of an ad:

‘What goals can my firm set for organic social media?’

Some organic social media goals your firm can set up include:

• Post frequency
• Networking
• High-Quality Content

Organic social media is a long-term game. The more consistent you are with it, the better results you will have. Optimal organic post frequency can also help build authority for your brand in the eyes of platforms. Our data suggests that a fully rounded organic and paid strategy heavily compliment each other. Setting posting frequency goals as well as a goal to respond to followers promptly is a great place to start.

‘What goals can my firm set for paid social media?’

Some paid social media goals your firm can set up include:

• Number of Leads
• Cost Per Quality Leads
• Increased Followers
• Increased Engagement
• Website Traffic
• Video Views
• Number of Impressions

It’s important to remember that each of these goals has a different key metric that signals success. So if your goal is website traffic, an engagement ad will not be the correct method of achieving it. If your goal includes more than one objective, you will need a well-rounded strategy to support it. Many of these objectives can work in tandem.

Claim Your Marketing Metrics Checklist

‘Which social media platforms should my law firm be on?’

This answer is very dependent on your personal preferences, goals, and intended audience.

Facebook is a great platform for almost everyone to be on. The audience is vast and the posting type that performs well varies.

Instagram tends to be a younger crowd and is a highly visual platform. The photos and videos need to be eye-catching and not just stock photos. Vertical videos are very popular along with informative carousels. It’s important for the content that goes here to be highly shareable for optimal results.

TikTok is a short-form video platform. The audience base on TikTok leans slightly younger, but there are people of all ages on there. This platform is great for firms that can create multiple vertical videos. They do not need to be fancy! Casual videos from phones perform extremely well. This platform often requires a heftier time commitment.

See the Top TikTok Topics for Lawyers

LinkedIn is a professional platform. It’s highly unlikely that an attorney will gain a client there, but it is a good place to showcase achievements and network with other legal professionals.

‘Are there any social media platforms my law firm should avoid?’

We do not typically see a huge return on Twitter/X efforts. The results from Twitter will not yield the same results that we see in spaces like Facebook unless it is a personal account that is extremely active (10+ posts per day and additional networking with other accounts.)

‘What type of content should be posted to these platforms for optimal results?’

There are many types of content that can be posted, and posting a healthy mixture of them works best. In most cases, your audience does not want to see the same type of post over and over again. Post a video one day, a static photo the next, throw in a carousel or live video here and there.

‘What is high-quality content for law firms?’

The quality of your content is incredibly important. When you post, make sure you have something of value to add. Posting for the sake of posting only muddies up the waters of your social channels. Your important posts can get lost in all of that noise. Think about who you are, who your firm is, and let that guide your content strategy. Ultimately, you want to make authentic connections with real people.

‘How do I create high-quality content?’

Have a HOOK. It’s easy to scroll past things on social media by default. The first line of your post, the largest text on your photo, the beginning sentence of your video – there needs to be something to grab attention.

An example of a hook could be a variation of the following:

“This may be a hot take…but”

“You need to hear these 3 key pieces of information”

“Red flag to look for in…”

Historically, CALL TO ACTIONS (CTAs) have been the most important elements of a post, but arguably hooks outweigh that these days.

CTAs are still important, but in order for them to work, you’ll need people to pause long enough to read your post. There are also several phrases that algorithms do not like. For example: “Click our link to read our blog.” Platforms do not want you stealing away their user base. They want them to spend time within their app. Instead of linking directly to your blog, try piecing out the information from it into engaging carousel posts, or turn it into a conversation with your followers instead of a presentation of information.

‘How can I foster authentic engagement and meaningful reactions?’

Prompt responses to comments and messages paired with high-quality content that gets them talking will set you on the path to become a memorable name to people. Engage in relevant conversations about pop culture, partner with other local small businesses to amplify your voice to their followers, showcase commonalities you have with followers (sports, pets, etc.), host events, and be the most authentic you that you can be. In a world where AI usage continues to grow, it’s more important than ever to build trust with your community by showing them there is a face behind the screen!

‘How can I measure my firm’s social media success?’

Measuring success will always be unique to your specific brand. Track your goals by setting realistic objectives and continuing to record results. We recommend checking in at least monthly for goal setting and tracking.

Are you ready to amplify your social media presence? Learn more about our advanced digital advertising services on a 1-1 with one of the top law firm marketing leaders, Tanner Jones.

Book Your 1-1

The post How Law Firms Can Build Influence and Attract Clients With Social Media Marketing appeared first on Consultwebs.

• Why law firms are increasingly investing in social media 
• The proven strategies that work best 

When does social media go from being a nice-to-have to a must-have?

In 2024, social media for law firms is no longer an optional channel. Social media is a must-have for strategic visibility, and the numbers back this up.

There are several benefits behind social media for law firms, including: 

• Enhancing visibility
• Building relationships
• Boosting your firm as the thought leader
• Reaching larger audiences at a cost-effective price (unlike traditional marketing)
• Enabling a better crisis and reputation management strategy
• Staying visible and being top of mind for prospective clients

However, the consequences of not being on social media are more immense.

According to research, the main deterrents to hiring an attorney, according to legal consumers in the United States and Canada, include:

No online presence (website, directory, and socials)

No proof of successful cases/ wins

No connection between you and the attorney and more.

The good news is that you can get past these barriers and know where it’s worthwhile to put your energy with the top social trends of 2024.

In the LAWsome episode, ‘Revolutionizing Law Firms With Social Media Trends,’ Paige York, social media coordinator at Consultwebs, one of the leading law firm marketing agencies, unveiled a treasure trove of gems.

1. All Eyes On Video

Videos are only getting more popular. According to Paige, platforms like TikTok will begin prioritizing long-form videos.

Unsurprisingly, more law firms will invest in videos to easily share and recycle content across social media and strengthen their image.

But law firms aren’t cutting, editing, and adding special effects, etc., alone. More law firms are opting for Consulwebs to have videos like:

Corporate videos

Promo videos

FAQs

See one of our video samples here:

Check out the mockups in this playlist to take a sneak peek of what we can do for you! Of course, there’s more than meets the eye! If you’d like to learn more about video marketing for law firms and, specifically, what else we can do for you, check out this page https://www.consultwebs.com/video-marketing-for-law-firms" />

2. Legal Professionals Broaden Networking Horizons Beyond LinkedIn

As we move into 2024, legal professionals are recognizing the importance of a diverse approach to networking and client engagement. While LinkedIn has its merits, especially for interactions and referrals within the legal community, it’s not the only key platform for law firms.

The evolving digital landscape underscores the significance of:

1. Broader social media engagement: Professional profiles across various social platforms are becoming just as crucial as website bios, particularly for those seeking legal services. This diversified presence caters to a wider audience, beyond the confines of LinkedIn.
2. Multi-platform networking: Legal professionals are expanding their reach by engaging in the collaborative cultures of different social media platforms. This approach not only fosters connections within the industry, but also reaches potential clients and target audiences who might not be active on LinkedIn.

Connect With Us On LinkedIn

3. Celebrating ‘Inchstones’

As Paige York recommends law firms, ‘People want to see the little wins. Don’t just wait to showcase your best attorney in the area once per year.’

“We will see more people celebrating ‘inchstones’ instead of milestones. People want to see the little wins. Don’t just wait to showcase your best attorney in the area once per year, which is something I notice frequently. But things like settling a case for a person and them being incredibly grateful, snapping a photo with them, and celebrating together are key. People want to see those types of wins on social media.”

– Paige York, Social Media Coordinator at Consultwebs

Celebrating the small (big) wins doesn’t just translate to more engagement; it also builds a deeper connection. Across all industries, clients like a friendly face, and social media platforms like Instagram will help you stand out.

These trends are just the tip of the iceberg. There are over 25+ forecasts set to shift the law firm industry this year, and we’ve compiled all the research.

Download Your Copy of this Year’s Trends and Predictions Here

The post 2024 Social Media Trends: Insights by a Leading Legal Marketing Expert appeared first on Consultwebs.