Facebook has been taking steps over the past several months that show a growing understanding of how businesses and individuals are using its service for marketing purposes. The site now has areas dedicated to building business pages, resources for businesses, success stories, advertising tips and apps that help companies manage their pages. Law firms are better equipped take advantage of the platform to position themselves as leaders and build useful links that help with their website’s SEO.

An article on forbes.com published a few months ago revealed that marketing professionals do not necessarily understand what social media users want from the businesses they choose follow. While people may tolerate annoying or mundane Facebook posts from their friends, they expect business to offer something useful. Here are some ideas for providing just that:

Consider the marketing value of each post individually. On a macro level, it is important to evaluate whether your firm’s Facebook presence as a whole is working for you. But within each Facebook post, your firm has the ability to create a targeted message through both copy and graphics. Craft your posts so that they are not all just general information about your firm. Post about specific topics or relevant news items that will appeal to different segments of your potential client base. And choose interesting images to accompany your posts. This will help attract more attention and give your posts more traction.

Encourage participation with a purpose. A common way to encourage user engagement... CONTINUE READING