Every single social media marketing effort you make should be designed to support your firm’s business development efforts. That being said, not every post can focus on the business of the firm. Sometimes the highest-rated posts are actually the ones where a firm showcases its “softer” side. For example, pro bono and community service activities, as well as the people of the firm engaging together.
We all know that it’s not always easy to generate a steady stream of content (which supports the idea of staying top of mind with those contacts in your network that may need someone like you through consistent touchpoints).
Incorporating the the many holidays that pop up throughout the year into your social media content strategy is a great way to fill in the blanks in your editorial calendar and highlight your firm’s softer side.
Also, you don’t need a graphic designer to do this – canva.com makes it easy for anyone to do this for free!
Featuring major holidays is a no-brainer such as wishing your clients a Happy New Year, Happy Holidays, Fourth of July, Lunar New Year, Thanksgiving, Administrative Professionals Day and many more. Also consider running a content campaign during Women’s History Month and Black History Month.
In addition, lesser known holidays can help your firm showcase its uniqueness.
Every holiday is an opportunity to do something creative and differentiating on social media. At the very least, you can easily create and post a custom image for all of your social media channels. You can easily do this using my favorite online tool, Canva.com. This terrific site, which has an accompanying app, enables you to create perfectly sized graphics with or without your logo. Canva makes design accessible through its various templates. It’s a great tool for firms with a limited budget or marketing professionals without a lot of time.
Holidays to Inspire You
Here’s a list of some holidays (mainstream and a few unusual ones) you can use to get started (note – the dates are for 2019):
- January 1 – Start off the new year by wishing your clients a happy new year
- January 21 – Martin Luther King Day
- February – Black History Month
- February 2 – Groundhog Day: This day marks the time that the groundhog comes out of its hole at the end of hibernation. You could get creative with this date!
- February 3 – Super Bowl – Depending on which teams are playing, you can use the Super Bowl to your advantage (maybe a friendly wager with another firm or a client?)
- February 5 – Chinese New Year/Lunar New Year
- February 17 – Random Act of Kindness Day: Why not take the opportunity to create a piece of content that helps someone else? Brilliant!
- February 18 – Presidents Day
- March – Women’s History Month
- March 14 – National Potato Chip Day (I just had to include this one)
- March 17 – St. Patrick’s Day
- March 31 – Mother’s Day in the UK
- April 21-April 27 – Administrative Professionals Week
- April 22 – Earth Day
- April 23 – World Book Day – why not feature your lawyers’ and staff’s favorite books? You can reuse and repurpose this content in a recruiting campaign.
- May 12 – Mother’s Day (U.S.)
- May 18 – Bike to Work Day
- May 27 – Memorial Day
- June 16 – Father’s Day (U.S.)
- June 7 – National Donut Day
- June 21 – National Selfie Day
- July 4 – Independence Day
- July 17 – World Emoji Day
- August 26 – National Dog Day – feature a campaign where you have to match the dog to the lawyer or staff member at your firm – could be great fun!
- September 2 – Labor Day (US)
- September 29 – National Coffee Day – could be another fun one to feature especially if you have firm-branded coffee cups in the photos
- October 16 – Boss’s Day
- October 27 – Make a Difference Day
- October 31 – Halloween – you could feature the children of your lawyers and staff in a Halloween campaign
- November 11 – Veterans Day (US) and Rememberance Day (UK) –day to remember the fallen soldiers and those that have served your country.
- November 15 – America Recycles Day
- November 28 – Thanksgiving
Check out my JD Supra article “How to Use Holidays Throughout the Year to Drive Engagement on Your Firm’s Social Media” for more ideas on how you can incorporate holidays into your social media/content marketing strategy.
With design now accessible to everyone and knowing that social posts with visuals receive much higher engagement than those without, what’s stopping you?