By now, you’ve probably already made a decision about whether to create profiles on social media websites for your law firm, and if you haven’t jumped on the bandwagon yet, you likely will soon. After all, websites like Facebook can be a fertile ground for new legal business. However, even if you have social media profiles, you may not be maximizing their full potential. There are a number of resources available to help you market your firm, and one in particular is worth highlighting: uploading your lawyer videos to social media websites.

Why should my law firm’s profile include lawyer videos?

Social media websites are all about making connections, and one of the fastest way to do that to potential clients is by sharing a video. In just a minute or two, prospects will know who you are and what your firm is about. Videos allow you to make a personal connection to prospective clients—or as close as you can get without meeting them in person. As importantly, you’ll be building awareness of your firm among your network, and making it more likely that when a friend of a friend of a friend needs a lawyer, they turn to you first, instead of winding up at the website of one of your competitors by way of a Google search.

What should my videos be about?

For starters, your lawyer videos on social media websites should include one introductory video, in which you describe yourself and your firm—your background, that of your firm, and the type of law you practice. Depending on how comfortable you are in front of the camera, you may also want to make a variety of videos, including informational videos that your network of contacts may find relevant, “blog”-type videos in which you give your professional opinion on contemporary legal issues, and commercial videos, in which you advertise your professional services. Some lawyers are hesitant to market themselves too aggressively; if you’re one of them, then you might not want to include commercial videos. That’s absolutely fine; there are no hard and fast rules when it comes to social media videos, and remember: the main purpose of your videos is to raise awareness of your firms. You can do that without sharing commercial videos.

What tone should our lawyer videos take?

The ever-changing landscape of these websites makes it difficult for most law firms to know how best to present themselves: somber and professional, energetic and lively, professional but self-deprecating? While it may be tempting to try and deliver a hip, cutting edge video with “viral” potential, chances are, it’s not going to happen—and if it does, it won’t necessarily generate the leads you want. The safest bet is to make your lawyer videos on social media websites match the tone and culture of your firm. Most media-savvy consumers can detect phoniness from a mile away, and even if you succeed in attracting new clients, they will likely notice the disconnect. That is not to say, however, that you can’t use humor to make your point in your video: just make sure it’s your kind of humor—and that of your firm.

By using lawyer videos on social media websites, you can better utilize your professional network, provide valuable information to potential clients, and raise awareness of your firm.