The Tiktok ban has the potential to devastate many law firms’ marketing strategies. Here’s how you can avoid being one of those affected.
I’m sure you’ve seen the headlines: Tiktok might be on its way out.
Due to foreign espionage and privacy-related concerns, pending legislation is getting pushed through the Senate right now that would give the executive branch power to ban any technology affiliated with foreign adversaries. This includes – you guessed it – Tiktok, the wholly-owned subsidiary of the Chinese-based company, ByteDance.
Let’s save the nuances of the legal controversy for another article. For now, let’s focus on a broader question. Worst-case scenario is Tiktok gets banned. This could be very difficult for thousands of businesses and law firms who have come to rely on the platform as a medium to build their brand identity, connect with their audience, and market themselves.
So, what now?
It’s important to remember that even if Tiktok is banned, social media, as a whole, remains a vital marketing tool for businesses of all types. After all, the average social media user uses around 7 different types of social media every month.
If anything, the potential ban just highlights the growing need for law firms to explore clever and innovative ways to build bridges on social media platforms, ensuring they can continue to thrive no matter what changes come their way.
One strategy that many law firms are yet to capitalize on, and one that we find particularly fascinating, is social media collaborations. In this article, we will delve deeper into the world of social media collaborations, how they can benefit law firms, and the different ways they can be utilized in these uncertain times.
What are social media collaborations?
Social media collaborations involve partnering with other individuals, businesses, or influencers to create and share content that mutually benefits all parties involved.
For law firms, this can mean working together with complementary businesses, industry experts, or even other law firms to provide valuable content that resonates with their target audience. Collaborations can take various forms, including guest blog posts, video interviews, webinars, and co-hosted events and can be posted on a variety of social media platforms, such as LinkedIn, Youtube, or Facebook.
Why are social media collaborations helpful for law firms?
With over 87% of firms with a social media presence leveraging LinkedIn to market their practices, there are enormous untapped opportunities to collaborate with like-minded legal professionals.
We know what you’re thinking: “Why should we focus on collaborations, isn’t posting updates and sharing informative articles enough?”
Sure, there are plenty of other ways to build out your social media. However, we recommend social media collaborations precisely because they allow you to accomplish things a cookie-cutter social media approach couldn’t.
Here are some benefits associated with pursuing social media collaborations:
- Expand your reach: By teaming up with influencers, industry experts, or even other law firms, you’ll be tapping into new audiences that you might not have had access to before. For instance, let’s say there’s a legal influencer out there who specializes in producing entertaining commentary on real-world news events. Rather than attempting to create a similar humorous legal commentary platform from scratch, you can collaborate with that legal influencer to release content for their already-established fanbase.
- Showcase your credibility: By collaborating with other legal professionals, you’re also solidifying your reputation and earning the trust of other professionals.
- Build connections with other professionals in the field: The stronger your network, the more opportunities for future partnerships and referrals come your way. Plus, networking with other professionals in your field can also provide valuable insights, knowledge, and support to help you grow both personally and professionally.
What are some examples of social media collaborations you can explore?
Webinars
Law firms can collaborate with other legal and nonlegal professionals to host webinars on various legal topics. For example, a firm could partner with a cybersecurity company to discuss the latest cybersecurity risks that small businesses face, including legal obligations related to data privacy and security, and practical steps that businesses can take to protect themselves.
Alternatively, a firm may consider collaborating with a human resources consultant to cover the legal considerations of remote work policies. The human resources consultant could provide practical tips for implementing remote work policies that comply with legal requirements.
Once you start thinking about it, the collaboration opportunities are endless!
Guest Blog Posts
A guest blog is a piece of content that is written by a guest author and published on another website, typically a reputable industry website or blog.
By creating high-quality content and publishing it on reputable industry websites or partnered blogs, law firms can build their reputation as thought leaders in their field and increase their visibility among their target audience.
Podcasts & More!
Law firms can also try collaborating with other legal professionals by appearing as guests on each other’s podcasts. Note that law firms should not limit themselves to only partnering with other law firms when collaborating on podcasts. Partnering with subject matter experts – such as data privacy professionals, HR specialists, or industry-leading companies – can bring valuable insights and perspectives to the table.
The possibilities of social media collaboration don’t need to end here, either. Consider branching out and exploring legal video analysis collaborations, Q&As, or other co-hosted events. There are so many possibilities for social media collaborations, and law firms shouldn’t be afraid to think outside the box and explore new ideas to engage with their audience!
Two Final Tips
Pick the person you choose to collaborate with carefully
Don’t just pick any popular legal influencer because you think they have a lot of followers or are performing well on social media. Weighing risk is critical to these collaborations – after all, you’re basically placing your reputation in someone else’s hands!
It’s therefore critical to choose someone who aligns with your brand and values and shares your commitment to providing high-quality content.
Sometimes the content doesn’t need to focus on your law firm
It can feel tempting to only make social posts about your law firm. After all, if your goal is marketing your services, isn’t it true that you should be showcasing what your firm has to offer, be that recent court case successes, industry knowledge, or other legal insights?
This isn’t always the case. While of course it’s important to promote your legal expertise, it’s equally important that you’re connecting with your client base – and that means sometimes not focusing on your law firm. For instance, sharing a post about tips for navigating the emotional impact of a traumatic injury might not directly promote your law firm’s services, but it does convey that your firm genuinely cares about the well-being and recovery of those affected by accidents.
It’s therefore okay to pursue content with collaborators that doesn’t directly market your firm. In fact, by showing empathy and understanding through such content, you’re more likely to foster trust with your clients, making them more inclined to seek your services when needed.
Takeaways
The potential TikTok ban highlights the importance of exploring creative and innovative ways for law firms to engage with their audience and adapt to the ever-changing social media landscape. In these uncertain times, embracing social media collaborations can serve as a powerful tool to strengthen your online presence and ensure your firm remains resilient regardless of any platform-specific changes.
If you’re interested in discussing social media collaborations further or looking for guidance on how to implement this strategy, we’re here to help!
👇Scan the QR and book a 30 minute call with a legal marketing expert👇
