lmatech2014 - track 2 social media toolkit: building a robust strategy for your firm’s online...

Social Media Tool Kit

@STEFANIEKNAPP

@JHMadarang

@JasmineDecarie

@adriandayton

Poll: Does your firm manage a Company LinkedIn page?

LinkedIn – Why a Firm Page

• Another tool to highlight and share your content• Less communication activity required in many cases• Strong tool to communicate with prospective new

hires – both legal and administrative – can tell your story differently than on your website

• Easy way to post content and have your attorneys share it with their network from the firm page

• Not the best business development tool…..

100% of AmLaw 50 firms have a LinkedIn page but only 26% own a group - @Good2BSocial

Poll: Does your firm manage a Company Twitter page?

Poll: Does your firm manage a Google+ page?

If you aren’tmeasuring

you aren’t improving

When sharing to firm channels do you track your shares?

How often do you checkGoogle analytics or other similar tracking tools for your firm’s

website and/or blog?

How often do you read the analyticsfrom your email marketing software?

If you aren’tmeasuring

you aren’t improving

RAPID FIRE SOCIAL MEDIA TIPS

Live Tweet Events and Try Q&A

RT – When People Talk About You

• Other people sharing your content is always better than you doing it

Leverage Influence For Attorneys

• Help your attorneys build their audience and connect with media

Leverage Influence for Clients & Friends

Keep it Fun

#lmamkt | @petershankman | @jasminedecarie | @gaillamarch

Best Practices to Target Media – Journalists are on Twitter

• Use hash tags but search before you use them to find the best ones. Be VERY wary of acronyms

–#LOT is not a good hashtag for License of Transfer but it’s great if you have an empty lot to sell

• Use proper SEO from your site, and blogs, to help your topics appear

• Keep linked content easy to read and not legal jargon, think proper blog content not client alert content

• People read if you keep them interested, relate legal issues to topical issues

#lmamkt | @petershankman | @jasminedecarie | @gaillamarche

Alumni GroupsGoals:• Keep in touch• Leverage those who

know you best to help spread the word about the firm

• Most alumni, at least from our firm, go in-house or into govt.

Groups for Business Development

Member Titles:• Chief Legal Officer• Assistant GC• General Counsel• Chief Compliance

Officer

Goals:• INTERACTION with

prospects and clients

• Share content• Comment on

regulatory happenings

• BUILD RELATIONSHIPS

Highlight Up to Four Groups on Home Page

#x Use Facebook to show culture of firm

#x Memes provide more space for message

#x Consider boosting posts to increase reach

#x Welcome new team members on Facebook

Split up into groups of 5-8

Choose a scenario

Come up with 9 ways to repurpose the content

Choose a representative to share

LEARN

BUILD

MEASURE

LEARN

BLOG

MEASURE

Paid Distribution

3 reports to help you measure…

LEXOLOGYJD SUPRAGOOGLE ANALYTICS

Social Distribution

How many of your lawyers share tweets or updates at least once each month?

Questions to ask-

Which articles get the most views?Who is reading them?How can I improve?

LEARN

POST

MEASURE