Additional Information
Book Details
Abstract
This Special Report provides a practical introduction to social media for lawyers. By avoiding technical details and jargon, it offers a pragmatic guide on how all lawyers – irrespective of industry sector, firm size or client base – can successfully integrate social media into their marketing, business development and client relationship management programmes.
Containing essential information on the benefits and risks of social media in the legal sector, this report examines the social media platforms used by many law firms (LinkedIn, Twitter and Facebook) and gives an overview of those less frequently used – enabling lawyers to make an informed choice.
As well as featuring practical advice for setting up and using social media as an integral part of a lawyer’s business development activity, this report also offers guidance on:
• how to write great blogs and social media posts; and
• how to integrate social media into a structured content management plan that supports business development objectives.
The report also addresses how central systems, technology and support can be used to ensure that social media plays an effective part of a firm’s business development programmes.
In addition to lawyers, this text will be essential reading for marketing and human resource professionals in law firms who want to ensure the effective and sustainable use of social media.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Front cover | i | ||
| Title | 1 | ||
| Copyright | 2 | ||
| Table of contents | 3 | ||
| Introduction | 7 | ||
| 1. About this special report | 7 | ||
| 2. Definitions | 8 | ||
| 3. Key platforms | 10 | ||
| 4. The rise of social media in the legal profession | 11 | ||
| The business case for social media | 15 | ||
| 1. The benefits of using social media | 15 | ||
| 2. The risks of using social media | 19 | ||
| 3. Guarding against the risks | 21 | ||
| Overview of common social media platforms | 23 | ||
| 1. LinkedIn | 23 | ||
| 2. Twitter | 25 | ||
| 3. Facebook | 26 | ||
| 4. YouTube | 27 | ||
| 5. Blogging | 27 | ||
| 6. Other social media platforms | 28 | ||
| 7. Advertising on social media | 31 | ||
| 8. Viral – how the platforms work together | 32 | ||
| Developing a plan | 33 | ||
| 1. Marketing plan for the firm | 33 | ||
| 2. Marketing plan for departments, sectors or offices | 34 | ||
| 3. Marketing plan for individual lawyers | 36 | ||
| 4. Segmentation, targeting and messaging | 42 | ||
| 5. Integration with other marketing, selling and relationship management activities | 44 | ||
| 6. Case study: planning content at BakerLaw | 45 | ||
| Using LinkedIn | 47 | ||
| 1. Set up a company page | 47 | ||
| 2. Individual lawyer accounts and profiles | 49 | ||
| 3. Building your profile – step by step | 49 | ||
| 4. Promoting your profile | 51 | ||
| 5. Sending invitations and managing connections | 51 | ||
| 6. Liking, commenting on and sharing others’ material | 53 | ||
| 7. Using private messaging and InMail | 54 | ||
| 8. Writing status updates and sharing posts and photos | 55 | ||
| 9. Endorsements and recommendations | 57 | ||
| 10. Publishing articles and blogs | 58 | ||
| 11. Using groups | 60 | ||
| 12. Case study: LinkedIn use at Thackray Williams | 62 | ||
| 13. Large law firms on LinkedIn and Twitter | 64 | ||
| 14. Case study: LinkedIn use at Forsters | 64 | ||
| Using Twitter | 67 | ||
| 1. Company and team accounts and profiles | 68 | ||
| 2. Individual accounts | 69 | ||
| 3. Using public and private lists | 69 | ||
| 4. Tweeting | 70 | ||
| 5. Interacting – retweeting and commenting | 72 | ||
| 6. Hashtags and live tweeting at events | 73 | ||
| 7. Case study: Twitter use at Inksters | 74 | ||
| Using Facebook | 77 | ||
| 1. Company (and/or group) pages | 79 | ||
| 2. Page administration | 79 | ||
| 3. Sharing content on Facebook | 80 | ||
| 4. Case study: digital marketing at Wollen Michelmore | 80 | ||
| Blogging | 83 | ||
| 1. General guidelines | 84 | ||
| 2. Writing tips | 84 | ||
| 3. Effective titles and tweets | 91 | ||
| Content development and management | 97 | ||
| 1. The benefits of a content management plan | 97 | ||
| 2. Content creation | 98 | ||
| 3. Moderating and content curation | 99 | ||
| 4. Case study: content creation at Clutton Cox | 100 | ||
| Central management | 103 | ||
| 1. Plan | 103 | ||
| 2. Policies | 105 | ||
| 3. Manage domains and account hierarchy | 105 | ||
| 4. Brand, style and tone of voice | 105 | ||
| 5. Analytics and monitoring effectiveness | 105 | ||
| 6. Training and support | 107 | ||
| 7. Disaster recovery plans | 108 | ||
| 8. Tools to support management | 109 | ||
| 9. Case study: digital marketing at Forsters | 114 | ||
| Conclusion | 119 | ||
| About the author | 120 | ||
| Back cover | 122 |