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Your Guide To A Successful Social Media Campaign Using Facebook

Your Guide To A Successful Social Media Campaign Using FacebookThere are four key ingredients for running a successful social media campaign: audience gathering, engaging, listening and analyzing. Many traditional social networks can be used. This is the second part of a series of articles that will examine each network and give an overview of the tools that are available. This article will summarize how you can run a successful social media campaign using Facebook.

Audience Gathering

Facebook currently has over 800 million users across the globe. Every single day, users create 100 million "Likes" on Facebook pages. One would think it is easy to get a small fraction of those people to "Like" your page or to participate in discussions about a case. They key is to gather a diverse group of people who will provide insight into a juror's perspective about your case.

In order to gather an audience, you may want to do some of the following:

  • Create a custom Facebook fan page for your case. Do not give any identifying information about you or the parties. People tend to look up specifics and once they know which side is conducting the research, the results are compromised.
  • Post interesting articles to your Facebook case page.
  • Search for existing groups or pages that discuss legal topics or issues of your case. For example, if your case involves a bicycle, search for forums and groups that discuss all aspects of bicycle riding.
  • Join groups where laypersons discuss these issues and areas of interest. For example, helmet safety, bicycle trails, bicycle repair and maintenance, etc.
  • Create a presence by participating in conversations and connecting with users
  • Dig deeper – Once you connect with people in other groups/pages, look into what other pages they "Like"


If you are going to throw a party, you want your guests to have a good time. The same applies to Facebook, there is no point in gathering an audience and having people "Like" your page if you don't plan on giving them something to talk about. In order to keep people from leaving your party, you must keep them entertained, so that they keep visiting your page. People "Like" things that are essential to their lives or that represent their ideals.

Some ways engage your audience include:

  • Comment on people's posts about 'mentions' on other pages
  • Make a call to action; invite all your new friends to "Like" your Facebook pages and note which ones they "Like"
  • Offer to give charitable donations for a certain number of "Likes". People like knowing that by simply clicking a button they are contributing to a worthy cause. The charity should relate to your topic. For example, "bikes for Christmas to underprivileged children."
  • Create sweepstakes for a certain number of "Likes". People love free gifts.
  • Most importantly, post interesting articles and information about your litigation issues or anything else that grabs attention and makes sense.


One of Facebook's greatest advantages is instant exposure and feedback. Listen to your audience to see which topics they enjoy, which topics they want to learn more about and which topics they ignore. Encourage your audience to ask questions. Let your audience know you are listening by engaging with them and giving them what they ask for.


The best way to analyze the impact of your efforts on Facebook is to use tools that are available. A great number of Twitter tools we discussed in our previous blog post can be used for Facebook as well such as Hootsuite, Socialoomph, SocialBro, Crowdbooster and Klout.

Other tools that are specific for Facebook include: www.allfacebook.com – learn about industry trends and even hire them to do marketing, page customization, advertising and monitoring. Another tool is www.insidefacebook.com – offers news and analysis on Facebook's growth.

When used daily, Facebook can be an incredible tool to run a successful social media campaign for litigation strategy. The more people "like" your page, the more likely that their "friends" will reach out to you.

The next article will address the use of secret Facebook groups for conducting focus groups.


Click here to read more of Amy Singer, Ph.D. and Diana Greninger's articles on their blog...

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