Social media is an activity that can be started from day 1 without any kind of planning, and really, anything can be shared out to an audience. What usually happens with this approach though is that the substance of what is being shared becomes weak, or important events are overlooked. 

Why would someone continue to follow your Law Firm's brand when you are not giving them a reason to? 

To see real success from your social media efforts, we advise that build a sufficiently detailed content calendar explaining the type of content that your brand wants to share, whether it needs to be created or already exists, dates to be planned/avoided, and how, where and when it'll be distributed. The idea is that whatever you share builds awareness, familiarity, purchase intent, or even post-sales follow-up/ repeat purchase as part of customer life-cycle marketing strategy. 

Your content marketing plan should answer the following questions:

- What types of content do you intend to pst/ promote on social media?

- How often you will post updates?

- What is the target audience for each type of content?

- Does the content already exist?

- Who will create the content if it is new?

- How will you promote it?

Once you have answered the questions above, your editorial calendar should include dates and times you intend publish Tweet, Instagram and Facebook posts and blogs that you plan to use during your social media campaigns.

Also mark a note of important events to include (ahead of time) and also avoid...

- Where most engagement comes from e.g. which platform

- Brand mentions (including product names) to see what people are saying about you. 

- Campaign or related hashtags

- Sentiment - are you being mentioned positively or negatively?

- Alerts or news of relevance -- engage with it to show authority on an issue

- Your advocates and possible influencers

- What your competitors are sharing and how engaging it is