Social media marketing is a huge part of attracting new clients. These days, pretty much everyone is on social media, so your law firm can use this platform to educate potential clients and bring them to your website.
If you are going to accomplish that, engagement is the key. You need people to like, share, and comment on your content. If no one is interacting with it, your campaign won’t be successful.
That’s why you need to track social media engagement metrics. Find out which pieces of content are the most popular and which pieces of content people ignore. You might find that your followers only like content that educates them on specific facets of the law, or you might realize your followers prefer content on current events.
When you look at social media engagement metrics, pay special attention to:
The number of positive actions (likes, shares, etc.).
Average engagement rate.
Amplification rate.
Virality rate.
Look at each metric to determine your social media strategy moving forward. You only want to use high-performing content, and by tracking metrics, you’ll be able to do just that.