The Academy recently launched a full-out Social Media and Search Engine Optimization Program as an option for Members. It took off like a shot and we have roughly half of the Membership focusing on being on page one of Google searches for all the estate planning related searches that consumers make looking for solutions to specific estate planning problems they’re encountering.
The manager of the program, Chelsea Wilson, put together an article for our participants that I thought most of our blog followers and Facebook fans would appreciate!
What Do I Do With My Facebook Fan Page?
Chelsea Wilson, SEO/SM Manager, American Academy of Estate Planning Attorneys
Here at the Academy, we receive a lot of questions about Facebook. Questions such as: What should I be doing with my Fan Page? Do I have to make additional posts to my wall or are my blog posts enough? I have a few fans, now what? These are great questions so we thought it would be beneficial to go into some detail on the subject.
Why Is Facebook Important?
Facebook is a powerful tool that can help you communicate with your clients and prospective clients where they spend an average of 55 minutes per day.
Nowadays, everyone is looking for “Social Proof” before they go out and spend their money. With sites like Facebook, Yelp, and other review sites it is easy to find that proof. Facebook can help you create the Social Proof your prospective clients need before they come to a seminar, schedule a meeting or even pick up the phone.
What Should I Be Doing On Facebook?
The answer to this question is not “Play Mafia Wars.” Your goal for your Facebook Fan Page or Profile should always be to engage your fans and the public. You want visitors to your page to comment on your content and tell their friends about you – and ultimately feel as if they know you, as they do their friends.
How Can I Encourage Engagement?
The easiest way to do this is to have an active Fan Page. If you do not make any postings, there won’t be any content for your fans to comment about. We have put together a short list of items that can help you encourage your fan base to interact with you:
- Post Content Consistently: As we mentioned, no one will be able to make a comment if there is nothing to comment on. Also, consistently posting content that is relevant to your fan base encourages your fans to make your page a regular stop in the Facebook routine.
- Make Personal Postings: Your content shouldn’t always be Estate Planning related. Give your fans and the public something to relate to. Did someone in the office just adopt a new pet? Was someone recently married? Are you having a Holiday Party next week? All of these are great topics to write about, and they can be as little as one sentence long.
- Respond to Comments: Commenting on a Fan’s comment is a great way to start a conversation. You should do this as often as you can. It is important to note that when someone comments on your Fan Page their comment, and your post, show up in their friends Newsfeed. This increases your exposure, and it will only cost you a few minutes of your time.
- Include Pictures: If something is happening around the office that is difficult to explain – Take a Photo! Posting photos is a great way to engage your audience and draw a lot of attention. On the Academy’s Fan Page, the postings that gain the most comments are those that include photos.
You might be thinking, “This all sounds great, but how do I do it?” We thought you might need a little encouragement so below are a few real life examples from Member’s Fan Pages:
Every Friday Frank & Kraft posts a Fun Fact about their Law Firm. They mention anything from a new Receptionist (Lauren) to a new pet in the family.
Anderson, Dorn & Rader
Jerry Dorn took a few minutes to respond to a comment and started a conversation! Larry responded to Jerry’s comment increasing Anderson, Dorn & Rader’s exposure.
Legacy, APC’s post regarding the legacy of Walter Cronkite and other celeb news or special announcements generates feedback. Posting a quote or information about Famous Estates is a great way to start a conversation because many will remember who you are talking about!
The topics are endless, but the goal remains the same: Engage your fan base and build their trust!
Director, Member Services
American Academy of Estate Planning Attorneys, Inc.
6050 Santo Rd., Ste. 240
San Diego, CA 92124