Social media presence for your firm is crucial for increasing brand awareness, driving traffic to your site, and engaging with your audience. Many firms ask us which social media platforms they should be using–LinkedIn, Twitter, Instagram, and Facebook.
Engagement rates and usage purposes are important factors that can help you understand which platform is best for the type of content you are promoting.
LinkedIn vs. Twitter vs. Facebook vs. Instagram Usage
- Business-oriented network
- LinkedIn is used to market firm initiatives and for industry thought leadership placements
Point to consider: LinkedIn tends to have a more professional clientele, or those with a deep interest in business. When people log into LinkedIn, they’re actively looking to do or find something, rather than just aimlessly scrolling. LinkedIn should be used for more than just sharing your latest updates. Users are more likely to be in a buying mindset. (HubSpot)
- Sharing information and succinct snippets
- Sharing ideas and catching up with news and trends around the world
Point to consider: With less than 280 characters to convey your brand’s message, you might think of Twitter as your firm’s “elevator pitch.” What do you want to get across to your audience quickly and succinctly? (HubSpot)
- Connecting with members of your personal network and sharing more in-depth content
Point to consider: Facebook is your opportunity to engage more in-depth with an audience. You can create full business pages, share videos, and images, and further incentivize prospects to engage with your brand (HubSpot).
- Sharing your best photos and videos with your followers
- Interacting and engaging with influencers
- Creating a firm “personality”
Point to consider: With Instagram, you can create an interactive community. This is the platform where users are most likely to engage. People go to Instagram and expect to follow brands they like (HubSpot).
LinkedIn vs. Twitter vs. Facebook vs. Instagram Engagement
(HubSpot)
LinkedIn Engagement Facts:
- LinkedIn has more than 740 million active users
- LinkedIn’s lead conversion rates are 3x higher than other major ad platforms, including Google Ads
- For companies who are active on LinkedIn, 30% of their engagement comes from their own employees. They’re 14x more likely to share their employers’ content on the platform compared to other types of content
Twitter Engagement Facts:
- As of Q1 2019, Twitter averaged more than 300 million monthly active users
- About 71% of Twitter users say they use the platform to get news
- You have no choice but to engage users with quickly digestible content since the platform has a 280-character limit
Facebook Engagement Facts:
- Facebook is the biggest social network worldwide
- As of Q2 2021, Facebook reported roughly 2.89 billion active users
- In the U.S., Facebook accounts for over 60% of monthly social media visits
Instagram Engagement Facts:
- 59% of Instagram users visit the app daily
- Accounts with 1,000-5,000 followers typically have a 5.6% engagement rate. On the other hand, accounts with over 1 million followers, average a 1.97% engagement rate
Overall, it’s a good idea to grow your firm’s brand awareness by being present on all social media platforms. Posts will perform differently on each of these platforms, but you can always choose which one to put more emphasis on.
If your law firm needs help with all things social media, contact Compass Legal Marketing today!
Sources:
Forsey, Caroline. “Twitter, Facebook, or Instagram? Which Platform(s) You Should Be On.” HubSpot, HubSpot, Inc., 26 July 2021, https://blog.hubspot.com/marketing/twitter-vs-facebook?utm_campaign=Marketing%20Blog%20-%20Daily%20Emails&%3Butm_medium=email&%3Butm_content=143976437&%3Butm_source=hs_email.
Gould, Ryan. “LinkedIn vs. Facebook: Which Is Best for Business?” HubSpot, HubSpot, Inc., 14 Aug. 2019, blog.hubspot.com/marketing/linkedin-vs-facebook.
Bump, Pamela. “31 LinkedIn Stats That Marketers Need to Know in 2021.” HubSpot, HubSpot Inc., 22 Mar. 2021, blog.hubspot.com/marketing/linkedin-stats.
