When I was contracted with Legal Action of Wisconsin (LAW), one of the primary challenges I was given was to create a customized social media strategy that would allow LAW to establish a meaningful presence online—while doing so in a way that would not create high maintenance demands, as their communication department consisted of only one staff member with limited time.
One of the most important aspects of tailoring a social media strategy plan is analyzing the type of service or product an organization offers or represents. After that, you need to examine the demographics commonly associated with that product or service and identify the types of social media platforms that demographic is most likely to engage with for information and support. This helps you manage both time and budget effectively based on the organization's goals and resources.
In the case of LAW, they are a legal services organization serving low-income individuals. LAW is not actively marketing or selling services in the traditional sense. Instead, their use of social media is centered around public communication—such as providing updates about office closures and sharing legal information relevant to the populations they serve. Additionally, their social media strategy is focused on educating the public about challenges they may face and informing them about services or actions they can take to help themselves. Importantly, LAW has strict guidelines to ensure that any educational material posted is clearly distinguished from actual legal advice.
Given the limited time and resources available to LAW, I recommended the following tiered platform approach:
Use Facebook as the primary platform for community engagement. Facebook is the largest social media platform globally and is widely used by the general population, including many of LAW's clients. It allows for straightforward updates, community dialogue, and informational posts that can be scheduled in advance.
Use LinkedIn to communicate with LAW’s professional partners. LinkedIn is a suitable platform for sharing organizational news, building relationships with community partners, and connecting with attorneys who may be interested in volunteering for pro bono work.
Use YouTube to produce educational content aimed at the client population. This would include videos that explain complex legal topics in more digestible language and demonstrate specific actions individuals can take in response to legal issues they face. YouTube is particularly effective for educational purposes because people are more likely to retain information delivered through both audio and visual formats than through text alone. Another advantage is that video content can be batch-produced and scheduled, making it a low-maintenance option when not monetized.
This multi-platform approach accounted for LAW's resource constraints while maximizing reach and functional communication goals across different audiences.
