How Should Law Firms Approach Social Media


See on Scoop.itSocial Selling for Lawyers

“You should set up Google Alerts or RSS feeds to summarize your firm’s activities on social media sites. Occasionally, it might happen that clients become concerned about what’s being said, and in that case you should be prepared when the call comes in.

 

Develop a regular schedule for each type of media you’re using. For example, group blog schedules are enforced more strictly than personal efforts, given the need for constant publication. A team of 10 lawyers might publish an 800-1200 word commentary every weekday morning, such that each contributor is responsible for something biweekly. Or the same team might prefer to publish snapshot summaries, each contributor being responsible for something every week. You should assign your lawyers soft deadlines to have written or solicited a post, and allow them to swap dates if they find themselves overloaded. Have pieces in the can so that you have content to post in emergencies.

 

Brainstorm creative ways to generate a readership for your blog. Consider point-counterpoint features or articles commemorating special events. Try publishing a weekly blog-roll of content you’ve read elsewhere on the net—other editors appreciate it and will remember by cross-linking back.

 

No matter what the medium, firms should offer real incentives to lawyers who help with these new initiatives. Within your firm, regard the social media committee the same as other work in management, or count non-billable hours docketed as if it were billable time. Appreciation for the lawyers’ effort should be reflected in their reward.

 

And remember that your social media policy will need to be tweaked as the firm gathers experience and as the tools and opportunities evolve. Who knows? In six months, your firm might develop in areas well-suited to social media—privacy, marketing and advertising, copyright, entertainment, and communications, to name a few—and a practice group Twitter account might seem like the easy and obvious fit. And by then will Google+ have surged in growth or gone the way of the dodo? Your firm should be alive to recent trends and adapt its policy accordingly.

 

Be creative. Be flexible. Have fun with social media. The benefit to your firm is great if you use the tools wisely.”

See on www.americanbar.org

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About Social Media Performance Group

Social Media Performance Group is a premier enterprise social media consulting company that offers a unique approach to integrating social media into the enterprise — forget about the tools, it's all about the strategy! Rather than focusing on the tactics (do this or that on LinkedIn, Twitter, YouTube), first we work with you and your senior leadership to comprehend your corporate strategy. Once we understand your strategic objectives and goals, we show you how a comprehensive social media strategy can integrate with and support your corporate strategy. We take an enterprise-wide view based on our unique Enterprise Social Media Framework, which maps social media to all appropriate touchpoints in your enterprise. We go beyond the obvious quick hits — sales and marketing — and help you achieve social-media-driven results in areas such as product development, customer service, and employee engagement and retention. As a result, social media is not just bolted on; it is integrated with, and provides support for, your company's existing strategy and operations, yielding unprecedented results.
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