The better question here is one of content strategy – not social media, a smaller part in the grand scheme of things.
Social media is a channel – a checklist of available tactics, which means it has a different conversion potential by channel, by industry, by position in the market, by target audience and a laundry list of other factors.
The best way to promote any service-type business is thought leadership… ESPECIALLY for legal practices – where ad spends are high and content marketing is nearly non-existent.
1. Put a blog on your client’s website – ASAP – if it’s not already there
2. Focus on the law firm’s most successful practice areas, and prioritize blog post counts for each accordingly
3. Post things that end users (potential clients) would Google on discuss in social media BEFORE they actually need a lawyer – use statistics as well, here’s why…
4. Turn those posts into eBooks (the Definitive Guide to ___)
5. Capture leads by posting the ebook freebies into the big 3-5 social media channels (images dominate, even for Twitter)
6. Use a custom tab on FB and a Splash page on LinkedIn as lead generation landing pages also
7. Blog on LinkedIn via the client (establishing him as an author) – and set up a company page if you haven’t already –> same for FB, TW, G+ and Pinterest. Yes… Pinterest.
8. Grab as many Google+ communities and LinkedIn groups you can for your client – post your blog content (where relevant by practice area) to these groups
9. Create groups and communities if the attorney’s region and practice area isn’t already covered on LI and G+
10. Set up a Google places for his Business – link it to your website
11. Turn those eBooks and posts into INFOGRAPHICS (post to blog -> share to social via image posts -> repeat)
12. When you have enough content, open up a “How To” courses section (or webinar, or Google hangout)… 13. Use Facebook’s audience builder with your email tool to retarget ads to people who didn’t see or didn’t open certain emails
14. Enjoy the 1,000+ monthly leads! :)