10 Steps Social Media Strategy
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This document outlines 10 steps for creating a social media strategy for law firms. It recommends getting approval from management and lawyers, defining goals and target audiences, researching popular social media channels, establishing a blog and LinkedIn presence, and managing content through scheduling. It provides tips on getting started with one channel like LinkedIn and lists resources for social media marketing best practices.
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10 Steps Social Media Strategy
- 1. 10 Simple Steps for Creating a Social Media Strategy Natalie Alesi @legalerswelcome Samantha Collier @samtaracollier
- 2. Before you get involved with social media: • Get approval from upper management • Get buy in from lawyers in the firm • Don’t mandate social media. It won’t work. • Remember that a social media strategy prevents any misunderstandings and emphasizes why social media is relevant to your firm’s overall goals.
- 5. iPhone 2007 Apple App Store 2008 iPad 2010
- 6. ABA Model Rules 1.1 requires lawyers to be competent in representation of their clients. Comment 6: Lawyers “should keep abreast of changes in the law and it’s practice”
- 7. #1 WHY? Reasons why Law Firms start using social media: • Increase number of qualified sales and leads • Improve customer engagement • Network with peers and colleagues • Keep up-to-date • Monitor the competition
- 8. Benefits of social media marketing. The number one benefit of social media marketing is standing out in an increasingly noise world.
- 9. Law Firms and Social Media FACT: Washington Post 20 percent of law firms have a full-time social media specialist on staff, and about 40 percent said blogging and social networking initiatives have helped the firm land new work.
- 10. Goals can only be achieved if you keep a clear picture of who your core audience is. The better you know your target client, the better you can reach them. • What types of people do we want to talk to? • What are they talking about already? • Is it appropriate to join the audience, and if so, when? • What value can we provide? • When do we earn their trust? #2 Audience
- 11. Do a little research on your target clients and your competition. Find out where they hang out online. • Flickr • Public Forums • Message Boards • Google+ #3 Channels • Facebook • Twitter • LinkedIn • Pinterest • Blogs
- 12. Commonly Used Social Media Tools
- 13. Mind Blowing Statistics Every Law Firm Should Know: • Businesses that blog get 55% more web traffic. The more you blog, the more pages Google has to index, and the more inbound links you’re likely to have. The more pages and links you have, the higher you rank. • 57% of businesses have acquired a customer through their company blog. Blogging is good. Directories are bad. • The majority of AmLaw 100 firms have blogs. What sets them apart is style, format and how up-to-date they are. #4 Blog Presence
- 14. Did you know? LinkedIn now has over 150 Million members including executives from every Fortune 500 company, Ensure every lawyer at your firm has a complete LinkedIn Profile. It’s easy: • Professional picture • Keyword rich headline • Complete past employment and school information • Well written summary • Part of two or more relevant groups • Applications such as JD Supra, Slideshare and Events #5 LinkedIn
- 16. Did you know? Twitter now has over 500 million users.#6 Twitter
- 17. Did you know? Facebook now has over 845 million users and is expected to reach 1 billion by the summer of 2012. #7 Facebook Decide if you would like to create a law firm Facebook Page or use your personal profile for business development.
- 19. #8 Google + / YouTube Did you know? Google+ has over 90 million users. A significant 77% of marketers plan on increasing their use of YouTube and video marketing, making it one of the top area marketers will invest in for 2012.
- 20. Time commitment for social media marketing
- 21. #9 Social Media Management Tools
- 22. Newbie Tips 1. Schedule it on your calendar 2. Set your browser tabs to open to specific sites 3. Start with ONE channel and get great at it (LinkedIn) #10 Time Management
- 23. Checklist Define WHY? Define Your Audience Start with ONE Channel (LinkedIn) Understand privacy settings Listen, listen, listen & watch others Start a blog or expand the one you have, create engagement Understand your state ethics rules with regard to advertising Understand firms social media policy, be on the committee Manage your content and create a content schedule Get mobile, download social apps Engage others, RT them, thank them, talk to them, build a relationship, network, have conversations
- 24. DON’T Be spammy Be salesy Critique others for their opinions Not be consistent with content Confuse channel audiences Be scared Post the same content across all networks at the same time. Jump on the next thing every time a new social network comes out.
- 25. Resources http://www.socialmediaexplorer.com/social-media-marketing/the-key-to- developing-a-social-media-strategy/ http://www.globenewswire.com/newsroom/news.html?d=245362 http://www.scribd.com/doc/56072332/Social-Media-Marketing-Report- 2011 http://youtu.be/Nwwq3l39lqk http://blog.x1discovery.com/2011/11/09/674-published-cases-involving- social-media-evidence/ http://blog.linkedin.com/ http://help.linkedin.com/app/home https://www.facebook.com/help/privacy?ref=contextual http://support.twitter.com/
- 26. 10 Simple Steps for Creating a Social Media Strategy Join our community! Natalie Alesi @legalerswelcome www.legalerswelcome.com Linkedin.com/in/nataliealesi Facebook.com/legalerswelcome nataliebethalesi@gmail.com Samantha Collier @samtaracollier www.socialmediaforlawfirms.com Linkedin.com/in/samanthacollier Facebook.com/socialmediaforlawfirms samanthataracollier@gmail.com
Notas do Editor
- Define – social media – as defined by wikipedia - Social media includes web-based and mobile technologies used to turn communication into interactive dialogue. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[1] Social media is media for social interaction as a super-set beyond social communication. Enabled by ubiquitously accessible and scalable communication techniques, social media has substantially changed the way organizations, communities, and individuals communicateYou need a social media strategy to translate your firm’s values and goals and integrate those into your marketing strategy. You need to define why you’re using social media, where you want to go, and how you want to get there. Social media is starting to take hold with brands, companies and organizations everywhere, including law firms. Most are done “testing the waters” and are now approaching social media with certain goals in mind. Social media exists for one purpose only: to provide trusted, third party information to consumers looking for something other than a sales pitch.
- You need a social media strategy to translate your firm’s values and goals and integrate those into your marketing strategy. You need to define why you’re using social media, where you want to go, and how you want to get there. Social media is starting to take hold with brands, companies and organizations everywhere, including law firms. Most are done “testing the waters” and are now approaching social media with certain goals in mind. Social media exists for one purpose only: to provide trusted, third party information to consumers looking for something other than a sales pitch.
- A significant 88% of all marketers indicated their social media efforts have generated more exposure for their business. Improved traffic and subscribers was the second major benefit. Two thirds of marketers indicated a rise in search engine rankings which leads to increased business exposure and lead generation. Slightly more than half of marketers found social media generated more qualified leads.
- * Define your top ten dream clients. Find them online. You’ll be surprised.
- Look at your client websites as a starting place, Google them.
- By a long shot, Facebook, Twitter, LinkedIn and blogs were the top four social media tools used by marketers.
- Blogs are a great way to distribute your firms’ content. Use Wordpress if possible. Spend some time and money making it look good.Should you post the blog on your website? Or separate? Branding follow through.Discuss Lexblog. Create an editorial calendar and keep your blog up to date.
- Example
- What makes a complete Twitter profile? A professional picture, a good Twitter User ID, a well written description that makes use of all 160 characters, a link back to your LinkedIn profile or your Website biography. Follow people in your practice area, colleagues, clients and news. Retweet others, learn the lingo.
- Discuss practice groups good for facebook – PI, Tax & Estates, etc.
- Facebook Page. All pages are moving over to Timeline profiles on March 30, 2012. Make use of photo albums, add historical data, status updates, and more. Add your Facebook info to your website, email signature, blog, etc. Note privacy issues. Sharing issues, etc.
- A significant 58% of marketers are using social media for 6 hours or more each week and 34% for 11 or more hours weekly. Only 15% of marketers spend more than 20 hours eac week on social media. Those with more years of social media experience spend more time each week conducting social media activities. It’s important to use social media management tools such as Hootsuite, Tweetdeck, Google Alerts, etc.