Putting the “social” back into social media

We all know that social media is now one of the primary – if not the primary – marketing channels.

However, many agencies tend to take a headlong, aggressive approach to social media, without considering the broader picture.

Here, we’re referring to strictly sale-oriented content which, although great for lead generation, tend to be a very direct form of marketing that can turn some audiences away.

This also applies to other promotional tools that are particularly ‘salesy’ like adverts and graphics that directly promote a service.

These carry the risk of simply being passed over by some potential clients who see this as being too pushy.

Yes, they might reach specifically targeted demographics and generate some sales, conversions and leads, but they miss the key point of social media – it’s got to be social.

We’re advocates of the “social” approach

Firstly, allow us to clarify that paid and direct social media marketing certainly has its place in today’s digital world.

We use it for many of our clients and suggest that you do too.

But the topic of today’s discussion is on a lesser utilised form of social media marketing – creating culture.

Creating a culture through your marketing efforts may not have a directly measurable impact on your overall conversion figures but it is nonetheless vital.

It is taking your social media back to being what users want it to be – social.

These community-based social media strategies might include posting blogs/insight articles, behind-the-scenes views of your firm, or spotlights on your team.

These create what we call “cultural value” – the intangible benefits that enhance your brand’s identity, deepen client relationships, and build a loyal community around your firm’s shared values and experiences.

Some strategies for cultivating a strong culture through social media

Creating a vibrant culture on social media is all about weaving your firm’s values and ethos into every interaction and promoting your services indirectly.

You aren’t saying “Look at us! We do taxes!” Rather, you’re conveying a more subtle message: “Our team is excellent, we are real people, and we know what we’re talking about!”

It’s a gentler approach to branding that really emphasises the “social” aspect of social media.

To achieve this, we recommend that you do the following:

  • Create narrative-driven content: Share stories that embody your firm’s values and culture. This could include client success stories, employee milestones, or community involvement. Such content not only illustrates your firm’s culture but also engages and inspires your audience.
  • Engagement through authenticity: Foster genuine interactions by encouraging your team to participate in social media conversations. This direct engagement can humanise your brand and deepen the connection with your audience.
  • Showcase your workplace: Regularly feature behind-the-scenes glimpses of your office life, celebrations, and day-to-day operations. This transparency builds trust and showcases your firm’s cultural dynamics.
  • Host culture-focused events: Leverage social media to promote and run events that highlight your firm’s culture and values. These could be charity drives, cultural celebrations, or webinars on topics that reflect your firm’s ethos.
  • Leadership visibility: Use the personal profiles of your leadership team to amplify your cultural messages. When leaders share insights, industry news, and personal reflections, it reinforces the culture you want to project.

We recently wrote a blog on developing your personal branding strategy, in which we go over the methods needed to increase the visibility of your key team members.

This is an equally important aspect of your social media strategy – you can read the article here.

On top of this, we’re running a free Continual Professional Development (CPD) course called “The brand of YOU” which you can sign up for here!

Seems like a lot of work, doesn’t it?

We recommend that professional service firms enact all of the above-mentioned strategies to maximise the effect of their social media campaign – including the more direct approach in certain cases.

But we recognise that a) it takes a lot of time and b) it may cost you more money than you expect.

That’s why the easiest way to manage this “social” side of your social media marketing is to outsource it to an agency that specialises in professional service firm marketing.

This frees up you and your team’s time to focus on your core business activities whilst we work in the background to generate a culture based around your brand.

Whether it’s developing and growing the profiles of your key figures or generating insight driven content for your clients to read, we take the responsibility off your hands and manage it effectively.

With over 25 years of experience in marketing for professional service firms, we have mastered the art of crafting compelling narratives that centre around culture.

We can help you transform your social media into a powerful tool for cultural engagement.

Please get in touch with our team for a free, no-obligation call to discuss your current social media strategies.

Alternatively, read more about our social media services here.

Categories: Blog