Social Media Marketing for Law Firms

Attorney Matthew Dubin of the Law Offices of Matthew D. Dubin, in Seattle, Washington shares with Author and Educator Michael J. Swanson a few tips for lawyers to better market their firm on Facebook.

How to Effectively Respond to Website Comments

Comment keyboard key. FingerBy Yvette Valencia

Obtaining website comments about content on your site is a sign that you’re writing blogs and articles that make people take notice of what you have to say.

There are many types of web comments that could be submitted to your web content and each type should be handled differently. The one similarity is that comments should never be ignored; even writing a simple “thanks” can let readers know you’re paying attention to what they have to say.

Responding to Positive Comments

Positive comments, even brief ones that just state how much a reader liked your article, should be acknowledged and responded to in a timely manner. The purpose of web comments is to engage your readers in dialogue to show that you’re not an automated content farm. You’re a business that truly cares about what its customers or clients have to say.

In most cases, a simple “thanks for the comment!” will do as a response. But try to respond with something relevant and insightful once in a while, especially if a commenter took the time to leave a long and insightful comment. You can also use positive comments as an opportunity to find out what you’re doing right.

In your response try asking questions like these.

  • What part of the blog/article did you like the best or was most helpful?
  • Was there anything I didn’t talk about or explain that you’d like to see covered in a future blog post?
  • Is there anything I can do to help you with (topic of article)?
  • What other similar topics would you like to read about?

Your positive commenters can be a great source of inspiration for future article and blog topics if you take the time to respond and track their comments.

Responding to Negative Comments

The first thing worth mentioning about negative comments is that you should almost never delete them to hide them from your page. The only time you should do this is if they are full of inappropriate language or content. Otherwise, they should be handled just like positive comments by issuing a full and engaging response.

If the comment brings up a specific issue with your web content or company, address that issue as fully as appropriate in a public forum. If the comment is sensitive or personal in nature, ask the commenter to send you a private email or call your office to discuss his or her grievances.

Above all, be civil. Getting angry at rude or childish commenters will do nothing but harm your reputation. Responding with dignity and patience and asking what the problem is rather than yelling, is a much better response in the eyes of other readers.

Responding to Spam Comments

Believe it or not, you should respond to spam comments, just not on your actual site. If you’re using a platform such as WordPress to post your web content, you should install an anti-spam measure such as Akismet. If you do not manage your site, talk to your webmaster about automated spam controls.

If you manage spam manually, keep your comment queue clear by deleting spam comments every few days. If you receive a high volume of spam comments, you may want to implement a comment approval system where you must approve the comments before they appear on the site.

Comments on your web content are a great sign for site owners. It means that human readers are coming by and engaging with the content they’re offering. Google picks this up by tracking the time spent on pages and uses that as a ranking factor in the search results. If you have quality, relevant content that’s easy to read and gives readers something to talk about, you should be getting comments worth replying to!

At We Do Web Content, Inc. our goal is to provide our clients with the kind of quality content that inspires readers to share and comment. Just give us a call or fill out our contact form to learn about our content marketing services and ghostwriting options. Your comment sections will thank you! Call 888-521-3880.

Why You Will Never Succeed at Video Marketing

140919postimageBy Justin Holderness

We have all been there; we click on one simple, harmless YouTube video only to lead us down the black hole of hysterical kids, cute cats and obscure how to videos. I myself have been subject to this ridiculous madness. I lay in bed asking myself “Why am I watching some lady attempt to eat cinnamon?” only to follow up with “Just one more!”

The expansion of social media sites and technology has created an interesting culture, positioning the general population as journalist and content creators. Essentially the human race has evolved into mini media companies. Unfortunately, most law firms and local businesses with substantial marketing resources have not adapted to the age of video marketing. Here is why I personally believe most local businesses, including law firms will never succeed at video marketing.

PERSPECTIVE: Most companies are used to hearing large and ridiculous numbers when it comes to their traditional media buy and its results. If you spend X $ you will get X thousand impressions. It’s no surprise that when they look at their YouTube video view count, they are extremely disappointed to see that it only has a few dozen views. The reality is that you can spend hundreds or thousands of dollars on a single TV spot that doesn’t hit a single person that can use your services. This immediately becomes a sunk cost with zero return on investment. When you post a video on YouTube you are creating content for Google to serve directly to individuals looking for your expertise (when done right). Here is something else to think about, that video lives forever. As long as YouTube and your company exist, people will have access to that content.

CONSISTENCY: To be effective when it comes to video marketing, consistency is the key. The more real-estate you own on the web with valuable content, the better chance you have at building credibility and trust with your target audience. It is like a never ending game of Monopoly. Your goal is to own as much valuable real-estate online as possible.

INVESTMENT: I absolutely believe in developing a process to create content consistently and in real-time. How valuable would it have been to be able to create a video as soon as you first heard about the BP oil spill? In order to do this efficiently, it is necessary to have an in-house studio. Shooting, editing and distributing these videos takes resources and money; that being said, the advancement of technology has resulted in a cost effective solution to developing an in-house studio.

Change is a scary thing for most people. It is perceived as a risk, but in most cases it is a greater risk not to adapt and change. When it comes to changes in the law you are forced to adapt in order to give your clients the best representation possible. Why wouldn’t you take the same approach when it comes to marketing your practice? I sincerely believe that the early adopters will dominate their market by embracing video marketing. Are you adapting accordingly?