how lawyers use social media in 2014
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2014, Digital Engagement and Lawyers
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Where most lawyers go wrong on social media
Companies thinking scheduling tweets = engagement Still far too much emphasis on broadcast instead of
engagement Not replying to people Not starting conversations A lack of goals regarding online Trying to be conversational once a month A lack of showing personality Not looking after staff and stakeholders online Events not being aligned with social media A lack of linkbait tactics or using up to date
communication styles A lack of planning and being too slow to respond
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The biggest errors come from a lack of…
If you plan you cannot fail Learn to plan so you can respond quickly Make sure your tweets earn their keep and are aligned with blog
posts Think like the school edition of the local papers Put your links in the right spot…
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The basics…
If on Twitter, use a tool like Hootsuite or Tweetdeck for better engagement and monitoring
Keep your tweets to under 120 characters so they are easy to share
Monitor for your Twitter name and brand name Know what your keywords are and try to mention them in
the first 100 characters of everything you do, especially blogs. SEO essential now
Tools like Google Alerts, Google Analytics and Mention.net make life a lot easier – and are free
Use Facebook Power Editor for better control over Facebook Ads
Respond quickly to people, engage lots Mobile is only going to continue to grow Bit.ly links are very useful (and you know to add a + at the end) You might even see Google+ as a LInkedIn – not Facebook
- killer
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Don’t forget the website
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Your 24/7 new business developer
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The biggest errors come from a lack of…
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The biggest errors come from a lack of…
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Let’s assume some basics. You all know…
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New York lawyers and digital engagement
Disappointment in Facebook – decling reach They see value – or can understand value – in advertising They know they should blog more but don’t Confident with video, especially YouTube, but don’t do enough of
it Other visual mediums – Instagram, Pinterest, SnapChat –
leave them baffled Lack of co-ordination between comms channels and PR
MarComms All about tablets They want to try and speed up response time – a blog post
shouldn’t take three weeks. Google+ isn’t even on the radar for most Huge fear over offending someone so play it safe and dull
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Advertising you say?
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The digital talking points in 2014
Most firms will finally grasp digital/social media policies for staff that go beyond the company PC
Lots of chat around The Quantified Self – and there will be huge legal implications around it
More people to fundamentally fail at the basics of communication Remarketing ads and retargeting ads to be huge for
Google Devices like SmartWatches and Google Glasses to create
minefields The home and office to be more networked – NEST devices
and wifi lighting are only the beginning Smarter push advertising on apps like Waze – you drive near a
street with a home for sale, the SatNav tells you about it Far more incredible stunts – many done inexpensively Content will still rule the online world – especially video and text
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Ahh, content…
Use video, audio, text, visuals to reach out to people
Vary your platforms of engagement
Use tools like Piktochart and Prezzi to make data more interesting and visual
Plan your content – use an editorial calendar – and be consistent. Podcasts every Wednesday for example
Vary your styles like a newspaper – have humour
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Less reliance on text…
Content comes in more than one form
Will always have a role to play in SEO but people demand more now
Use videos – long and short – whitepapers, events, audio, staff training, presentations – get them all online if there’s relevance to an audience that will see you in a positive light
Always err on the side of brevity Make sure it all loads quickly –
and make sure people can share it
Use tools to see what works for others
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Ahh, content…
#missionchristmas
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Engage? Yes, we always do… on our blog
Don’t spend all your time on your own sites or networks
Go out there, visit Reddit, leave comments on other blogs, pass on useful information to people out there in the digital lands
Don’t wait for people to come to you
At the same time, remember: Be relevant Be useful Be helpful
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Will 2014 see better use of The 7:2:1 rule?
For every 10 pieces of content you post… 7 should be non-
promotional and helpful to others
2 can be semi-promotional
1 can be a blatant plug That doesn’t mean you
abandon relevance. A restaurant can share recipes or cooking videos that people want
Accountants can share tax advice on donations to charities
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Believing Content is King
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Using social for stunts but never rely on just one channel…
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Going visual
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Going visual
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Going visual
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Going visual
©WEBER SHANDWICK 2013 All rights reserved
Going visual
©WEBER SHANDWICK 2013 All rights reserved
Going visual
©WEBER SHANDWICK 2013 All rights reserved
Going visual
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Going visual
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ROI is hard to justify! In 2013? Really?
“Face-to-face” transaction can cost up to £11.28 whereas an equivalent contact centre episode expends £6.35 yet a similar transaction online incurs just 46 pence of cost.
Scottish Government ICT Study http://www.scotland.gov.uk/Resource/Doc/351231/0117794.pdf
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Ways of judging effectiveness on the road to ROI
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Thank you
Craig McGillDigital Strategist, Scotland/Ireland0141 333 0557 07584 385 571@craigmcgill@wsscotlanduk.linkedin.com/in/craigmcgill/cmcgill@webershandwick.com
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