This weekend, a watched Bloomberg Game Changers profile of Mark Zuckerberg, founder and chief executive officer of Facebook Inc:
And while I found the biographical profile of one of the world's youngest billionaires to be fascinating, it was shadowed by my intrigue for facebook itself.
You've probably seen the numbers 100 times, but nonetheless here they are at the time of this post:
And so, it seems logical to draw the conclusion, "wow facebook has amazing reach-building potential." So you create a facebook business page, you start sharing (spamming) your friends, and perhaps you even start investing in facebook advertising. After all, facebook holds the largest and most sophisticated database of consumer information in the history of the world. But does it work?
In Facebook Conversation DO NOT Lead To More Views, Dan Zarella shares the results of his recent study:
As the data shows, (and as EdgeRank suggests) the amount of "conversation" that happens on your Facebook posts has nothing to do with the number of people who will see it. Once again, we find that conversations have very little (if anything) to do with reach-building social media marketing effectiveness.
Does this surprise you? Should it?
While the results of this study certainly aren't an argument for not participating on facebook, what they do seem to show is that more feedback on a post, does not mean more views.
Like other social media marketing, to me, facebook is simply not about exposure marketing. In other words, it's just not the right channel for getting your message out to the maximum number of people and driving visitor traffic to your website or blog.
While publishing, sharing, participating, and engaging on facebook on business-related subjects MAY prove valuable to some law firms, it's simply not on my short list for reach building.
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But here’s the kicker: instead of keeping users within its ecosystem, […]
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I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
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Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]
When you think of "marketing," what's the first thing that comes to mind? Ads? SEO? Social Media? What about: Helping others?Taking the lead? Rallying around your community? Need an example? Learn from Bart Siniard at Siniard Law Injury Attorneys efforts to help rebuild Mary's Pit BBQ. These efforts aren't about marketing. They're about supporting a […]
