Why Social Media? It’s where your markets are conversing Establish yourself as a trusted participant in these conversations. Search engine rankings Social media profiles not only add high quality pages to your search engine results page, social media links are a primary factor in search engine rankings.
Why Social Media?
Our Program Outline for PKC Compliance: Creation of Social Media Policy and Training Against the Policy; Development of Strategic Marketing Framework; Social Media Training & Consulting.
ComplianceCreation of Social MediaPolicy, Training, and Archiving
Compliance Guidelines toConsider No improper soliciting and anything that could be considered advertising must have disclaimer; No false or misleading information; No confidential information; Don’t create attorney/client relationship; No ex-parte communications; No improper contact with parties: opposing parties or attorneys in cases; Judges! Jury members! Don’t discuss cases online!
Compliance: ABA Model Rules 1.6 – Confidentiality; 4.2 - Communication With Person Represented by Counsel; 7.1 - Communications Concerning a Lawyer’s Services; 7.2 - Advertising (don’t pay for LinkedIn recommendations!); 7.3 - Direct Contact With Prospective Clients (soliciting); 8.3 - Reporting Professional Misconduct (you can be reported for social media violations); 8.4 – Misconduct.
Compliance: You Need a WrittenPolicy! We will work with you to create a written policy; We will help train participating employees against the policy; All participating employees will sign off on the policy; We can provide a turnkey archiving solution.
Social Media MarketingStrategies
Social Media Strategies Relay Station will develop a strategic framework for PKC; We can execute comprehensive content dissemination; Law is a highly specialized field – Many social tactics will be more effective with active participation of PKC attorneys; Who’s going to Tweet?
Social Media Strategy Objective: Attain new clients and increase business with existing clients
Social Media Goals: Generate leads; Network and relationship building; Showcase your expertise and experience; Engage with relevant communities: legal, business, government, and consumer; Gather Intelligence: information to support your work; competitive/market intelligence; Get and promote speaking engagements and media; Search Engine Rankings and branding; Increase traffic.
Social Media Strategies: GatheringIntelligence - Listening! Monitor the web for discussions relevant to PKC practice areas: Blogs; LinkedIn; Twitter; Legal social media sites; Facebook and Google + (to a lesser extent). *** PKC participation point: To what extent can PKC help select content sources, filter content, and review weekly?
Social Media Strategies:Blogging The essential cornerstone of your social media and content strategy, you social media hub! http://www.bakerlaw.com/news/blogs/ Build a blog into your website; 2 - 4 blog posts/week on topics relevant to PKC practice areas; www.asylumist.com; Post all articles and publications to your blog; Syndicate all blog posts across the social web. *** PKC participation point: To what extent can PKC produce blog posts? (We can provide estimates for ghost writers).
Social Media Strategies: BlogCommenting Comment on 2 – 4 outside blog posts per week; We will provide guidance as to posting opportunities.*** PKC participation point: To what extent can PKC post comments on blogs?
Social Media Strategies:LinkedIn The most important network for law firm marketing, consider these 2010 stats: 78% of lawyers have joined a social network; 71% of in-house counsel use LinkedIn; 2.25 million lawyers have LinkedIn profiles!
LinkedIn Objectives In-person meetings! Skype and phone calls!
LinkedIn Strategies Build optimized profiles for several PKC attorneys and get connections; Get Recommendations: Consider and choose what you want to be recommended for; Decide who to ask; Tell them what to say; Use keywords and bullet points. Content: Post all blog posts, events, seminars and publications across all LinkedIn profiles.
LinkedIn Strategies Groups: Research relevant groups; Join local groups with meetings!!! Start discussions! Ask questions! Target and contact: Use advanced search: i.e. “council” at “commercial real estate” or “specific targeted company”; Click on their profile, join their groups, add as connection! Use LinkedIn apps, add blog posts to your profile; Join American Corporate Council Group, and local chapters....
LinkedIn Strategies Add all events, speaking engagements, webinars, etc.; Use LinkedIn Answers: You can use questions to message all your connections; It’s good to answer questions!
LinkedIn StrategiesWe will: Optimize existing profiles; Create new optimized profiles; Provide regular strategic guidance.PKC participation point: To what extent can PKC engage in LinkedIn conversations and networking on a weekly basis?
Social Media Strategies: Twitter Why Twitter? Engage with existing and potential clients; Disseminate content, create links – reporters monitor Twitter, ask Jason! Build communities; Real time research: Monitor what people are saying about your firm and your practice areas; 200 million tweets/day! More than one million Twitter Apps! Twitter as a customer service tool (DMs).
Twitter Strategies A Twitter strategy to gather intelligence, drive traffic, and generate leads: Search Twitter and monitor keyword streams related to your marketing targets; Develop lists of relevant influencers; Answer questions; Ask questions; Retweet; Comment; Tweet PKC content!
Twitter StrategiesPKC participation point: To what extent can PKC engage in Twitter strategies, ask and answer questions, and tweet interesting information?
Social Media Strategies:Facebook The largest social network, near 700 million users! Generate brand awareness and loyalty; Reinforce customer loyalty and leadership position in your practice areas; Facebook likes and recommendations are better than advertising; Requires diligence, many pitfalls for lawyers…. Be careful friending judges….
Facebook Strategies Build up PKC Facebook page; Get likes (especially from clients and your professional networks); Post comments, blog posts, and other useful information; Get recommendations from clients; Post comments from the Facebook page; Post content to PKC attorney profile pages.
Social Media MarketingTraining and Consulting
Social Media Training &ConsultingWe will provide social media training and ongoing consulting that will enable PKC to execute the social media strategies presented: LinkedIn - Optimizing profiles, getting recommendations, engaging targets, using Groups and Answers; Twitter - Searching and monitoring Twitter, building and using lists, optimizing your Tweets for maximum impact; Facebook – Building an engaging Facebook presence, attracting likes, generating content to Facebook, engaging with communities. Blogger outreach - Developing blog lists, and comment posting strategies; Content strategies - Developing engaging and effective content for use in social media; Regular consulting sessions - to answer questions and suggest tactics.
Reporting and Analytics Monthly Activity Reports; Google Analytics; SEO and Social Media Reporting with Raven Tools.