Social Media for Law Firms 2015 Edition
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This is a presentation about social media for law firms presented by Samantha Collier. She's the CEO and Founder of Social Media for Law Firms, a company that assists Lawyers with their social media endeavours. This presentation is a brief overview of statistics in favour of social media, work-based scenarios, how to set up Twitter, Facebook and LinkedIn and some tips and tricks.
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Social Media for Law Firms 2015 Edition
- 5. Source: 2014 ABA Technology survey report
- 6. Source: 2014 ABA Technology survey report
- 7. Source: 2014 ABA Technology survey report
- 8. 21% 25% 29% 25% 0% 5% 10% 15% 20% 25% 30% 35% Family Law Commercial Law Employment and Labor Law Litigation Source: 2014 ABA Technology survey report
- 12. Scenario 1: Bob decides to join LinkedIn and obtains a new matter through a LinkedIn Group where he regularly joins discussions and answers questions. Bob practices in IP and after answering a question in a related group, he was hired. It’s really very simple…
- 13. Scenario 2: Jeff enjoys writing and would like to write a blog. He gets approval (if needed), determines his platform and creates an editorial calendar. Jeff sticks to his schedule and writes consistently. He shares his posts on Facebook, Twitter and LinkedIn, and engages with his readers. He is then hired by a large corporation due to his expert reputation. It’s really very simple…
- 14. Scenario 3: Kim has heard a lot about Facebook and finally decides to jump on the bus and start using it for business development. She sets her privacy settings appropriately and creates lists so she can share information with relevant groups (family, friends, co-workers, etc.). She posts about work every so often and when the need arises for her services, one of her colleagues recommends her to a friend and she is hired. Go Facebook! It’s really very simple…
- 15. Scenario 4: Julie finally joins Twitter. She creates an effective biography and links to her website profile. She tweets consistently, finds her target clients and joins conversations when relevant. She posts valuable content and takes the conversation offline when appropriate. She is hired for a smaller matter at first. She then lands her firm a large litigation file through the same client. It’s really very simple…
- 41. • http://blog.linkedin.com/ • http://help.linkedin.com/app/home • https://www.facebook.com/help/privacy?ref=contextual • http://support.twitter.com/ • http://mangageflitter.com • http://twournal.com • http://twistory.com • http://www.techinasia.com/techinasia/wp-content/uploads/2010/10/executives-using- social-media.png • http://mashable.com/2012/03/21/law-firm-blogging/ Resources
Notas del editor
- Story Here's a story about the power of social media. Recently, I moved half way down the street with my three kids and husband. My eldest children were sharing a bedroom and they were about to kill each other. So, I ordered a truck from UHAUL. They confirmed it and we received a confirmation email. A few days later, they called and cancelled the truck. They were quite rude and said that they could do that and said, "good luck finding a truck." Well, that answer didn't satisfy me, so I went online and found the UHAUL social media rep. I explained my situation to them and although they were nice, they couldn't help much and said they'd file a complaint within UHAUL which didn't make sense to me. I tweeted exactly what I wanted (the truck as promised) and I said I would not talk privately with them. 50 other people were going through the same thing - I found this out by looking at UHAUl's FB and Twitter accounts. We were all chatting and I even hijacked their #UHAULFamous campaign and said I guess I'm not #UHAULFamous since I get my truck cancelled. Needless to say, the "upper management" called me and I got the truck as promised + 5 days free. Here are 3 point to remember from this story: 1. This demonstrates the importance of providing excellent client service. People are talking about their experiences online and sharing them on Yelp, Google+, Facebook, etc. Your firm is on Yelp, Facebook and LinkedIn no matter what, even if you don't create them. It's better for you to control them. 2. Your law firm is already on Facebook and Twitter even if you haven't created a profile. You need to control those pages so you know what is being said about you. For example, I'm working with a potential client and I always do some research prior to meeting for the first time. I saw that his firm was being thanked by charities, etc. all over Facebook. and the posts were liked. There are endless opportunities. So let's start the presentation.
- My objective is to give you all the tools you need to get started with social media right away. Today, I'm focusing on Twitter, Facebook, LinkedIn and Blogging. I’m going to share information and strategies that have worked for my clients. Some of these strategies may not work for you and the type of practice you have. But, I’m sure you can use or modify almost every tip I have.
- Although social media was originally met with a lukewarm reaction from most of the legal profession, lawyers are increasingly acknowledging the importance of understanding–and using–social media Solo lawyers and small firms are leading the way but large firms are starting to lead the pack.
- LinkedIn is by far the most popular social network with lawyers. According to the ABA Report, 99% of individual lawyers from firms of 100 or more have a LinkedIn profile, followed by 97% of respondents from firms of 10-49 attorneys, 94% of respondents from firms of 2-9 attorneys, and 93% of solo respondents. Facebook comes in second, with solo respondents being the most likely to report a presence in Facebook (45%), followed by respondents from firms of 2-9 attorneys (38%), compared to the lower participation rate of lawyers from firms of 100 or more attorneys (21%). Likewise, smaller firms are more likely to have Facebook pages as well, with firms of 2-9 attorneys being the most likely to report a presence in Facebook (59% compared with 60% in year 2012), followed by firms of 100 or more attorneys (53%, compared with 67% in 2012), firms of 10-49 attorneys (53%, compared with 57% in 2012), and solo respondents (49%, compared with 42% in 2012). In comparison, the larger the law firm, the more likely it is that the firm will have a Twitter presence. According to the ABA Report results, 36% of respondents from firms of 100 or more attorneys report that their firms maintain such a presence, followed by 16% of respondents from firms of 10-49, 13% of solo respondents, and 12% of respondents from firms of 2-9 attorneys.
- They read attorney-authored blogs more than those of actual journalists In addition, 8% of Lawyer maintain a personal blog
- Lawyers who work in Family Law, Commercial Law, Employment Law and Litigaiton Law blog the most. If you’re in these practices you need to start right away to get ahead of the competition. If you’re not in these practices, it’s a great way to start a niche blog.
- Here are the most common reasons Lawyers used social media in 2014. Where do you fit in? 4% The mysterious other 22% - Case investigation 44% - Client development – research, etc. 50% - Education 75% - Networking
- I analytized the AMLaw 200 when I worked with Adrian Dayton a few years ago. Of 200 law firm websites, only one got a perfect score. Websites must contain certain aspects. People need to find what they are looking for right away with the least amount of clicks. Modern websites are going to surpass old ones very quickly. It’s important to listen to Google and get a responsive site (explain responsive site). You must link to social links and put it at the top not the bottom.
- Before you get involved with social media, you must: Get approval from upper management Get buy in from lawyers in the firm
- Define your top ten dream clients and be very specific. Look for them online. You’ll be surprised!
- Join relevant groups relating to your practice area or university alumni groups Monitor the discussions and get a feel for the group’s conversation style Join discussions when appropriate and add something of value. Ask and answer questions Mention your practice area when relevant Add connections you interact with in groups and take the conversation offline when appropriate
- What makes a Twitter profile complete?
- This applies to all social networks and this is one of the most common questions I get. You don’t have to tweet what you had for breakfast.
- Discuss Elements Upload videos to Facebook, don’t share links. Give your fans everything they need without leaving Facebook. Cut and paste your entire blog post into posts. Invite your FB friends to like your page.
- I’m not going to go into about how to choose your target audience etc. but I’d like to reaffirm you should write your posts based on who’d you like to get as a client. Is it multinational companies? Or individuals? This will vary based on your practice area. Decide on what platform you are going to use. I use WordPress and almost everyone else does too. You can also use a variety of 3rd party providers like Kevin O”Keef’s set up or EmSpace in Canada. I’d stick with WordPress and/or Blogger/Squarespace.
- Most lawyers are stumped when it comes what to write about. It’s simple. Write about news items that affect your practice. For example, I write blogs for a personal injury firm and a bunch of babies have been falling out of windows. We are writing posts about window safety and how to stop this. It’s relevant and people are interested in it. Solve peopole’s problems
- Discuss this. Add good comments and add to the covnersation. Google other blogs in your practice area. This builds up good links too. Don’t be afraid to disagree. Be lighthearted. Consider creating a blog roll on your website. Endorce your competition.
- Use Google Analaytics to see what’s working for you. Check out which social networks are sending the most traffic and do more of that. See what topics are working and do more of that. Don’t be too concerned with the numbers. SEO will naturally occur the more you write.
- Tools will save you time. Hootsuite Instapaper Appsp