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Make Social Media Make Sense for your Law Practice

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How can you squeeze productive, results-oriented social media and networking efforts into an already-packed schedule? This presentation from the 2014 Solo and Small Firm Conference sponsored by the Washington State Bar Association will help you identify the platforms that make sense for you to use to build stronger bonds with clients and with potential sources of referrals and business. You'll learn how to embrace your story and interests to make your social networking activities as engaging as possible and how to ensure that your time is well-spent.

Published in: Law

Make Social Media Make Sense for your Law Practice

  1. 1. Portent, Inc. Make Social Media Make Sense for Your Practice Sara Lingafelter July 24, 2014
  2. 2. Law school taught me to cite my sources: http://bitly.is/1r7qQE6
  3. 3. Hi. I’m Sara.
  4. 4. I play outside.
  5. 5. I’m a lawyer. n inactive v marketer.
  6. 6. For ethical guidance, consult the REAL experts. RPCs  and  advisory   opinions  on  point  have   been  addressed  in  CLEs   including:     •  Jeanne  Marie  Clavere  on   Ethics  &  Social  Media,   KCBA,  December  2013   •  Social  Media  PiHalls  and   Best  PracIces,  WSBA,   April  2012      
  7. 7. I love what I do.
  8. 8. I’m a marketer. ^ in part.
  9. 9. Portent, Inc. is one of North America’s elite Internet marketing companies. Located in Seattle, WA., Portent is a full-service agency with in-house design, creative, and development teams including experts in paid advertising, analytics, SEO, content strategy/ writing, and social media. Greetings from the #smithtower About Portent Ahead of The Horizon
  10. 10. We create customer experiences worth talking about.
  11. 11. But first… how are other lawyers using social media?
  12. 12. 65 lawyers answered up to 15 questions about their social media usage and here are the results.
  13. 13. Disclaimer: this is a survey, not a study.
  14. 14. 0 10 20 30 40 50 60 Important Not very important Do not use to market my practice
  15. 15. 0 5 10 15 20 25 30 35 Important Not very important
  16. 16. Assuming  Ime     and  money  IS     an  object,     start  here!  
  17. 17. Oh  yes  you  do!  
  18. 18. Why should you create customer experiences worth talking about?
  19. 19. Whether you think you “do marketing” or not, you ARE your marketing department.
  20. 20. Why social?
  21. 21. How do people weigh social in hiring service professionals?
  22. 22. Who is YOUR audience? 1.  Clients   2.  Prospects   3.  Press  /  Influencers   4.  Referrers   1.  Professional   2.  Non-­‐ professional   3.  Personal  
  23. 23. hVp://bit.ly/1ukE1Wi  
  24. 24. What is social media practice?
  25. 25. hVp://bit.ly/1oPxTNg   Truth:    it’s  WAY   more  than  just   playing  on   Facebook  all  day.  
  26. 26. What IS social media practice, really?
  27. 27. Listen hVp://bit.ly/1jVZEb0  
  28. 28. Respond hVp://mzl.la/UePoi0  
  29. 29. Engage
  30. 30. Manage your reputation •  Who  would  you   rather  have   impacIng  your   reputaIon:  you,  or   others?   •  Social  profiles  rank   highly  in  search   engines;  can  push   down  other  pages   in  rankings.    
  31. 31. Build community hVp://bit.ly/1yzUHHN  
  32. 32. Curate content hVp://bit.ly/1r7UnO1  
  33. 33. Create content & tell stories hVp://bit.ly/1nREpXr  
  34. 34. Trigger people to take action hVp://bit.ly/1r7Vgq3  
  35. 35. What are some realistic goals?
  36. 36. Think microconversions, not metrics. Example  microconversions:     •  Email  list  sign-­‐ups   •  Reviews   •  Referrals   •  MenIons  by  influencers  /  press    
  37. 37. What platforms should you consider?
  38. 38. There’s always the big three.
  39. 39. There’s always the big three. four.
  40. 40. personal professional Nobody  loves  Google+   more  than  Google.  
  41. 41. But don’t underestimate the “little guys.”
  42. 42. But what about [insert objection here]?
  43. 43. Time A  possible  “ramp  up”  plan:     Start  with:     •  Take  15  minutes  a  day  to  listen  and   respond  to  inbound  messages.     Then  add:   •  Curated  content   •  “Opportunity”  listening   •  Networking  groups  /  pracIce  area   groups   Then  add  (if  it’s  right  for  you):   •  Content  creaIon   •  Paid  social  
  44. 44. Tools There  are  many  free  /   low-­‐cost  tools  to  make   social  management   across  plaBorms  easier.     •  Sprout  Social   •  Hootsuite  
  45. 45. Talent Not  everyone  has  to   do  social…     …but  everyone  who   does  social  started   somewhere.  
  46. 46. Trolls 1.  Count  on  your  “got-­‐yer-­‐ back  posse”   2.  Engage  professionally   and  in  public  (when   possible)     3.  “Block”  judiciously   4.  Delete  only  when   absolutely  necessary  
  47. 47. Ethical obligations •  Consult  the  WSBA  and   KCBA  CLEs  on  point   •  Leverage  LOMAP  if  you   have  specific  quesIons   not  answered  by  those   CLEs  
  48. 48. Reputation risk Build  your  confidence  by:   •  focusing  on  listening  to   start   •  focusing  your  efforts  on   “closed”  communiIes   (but  remember  they’re   not  private)  (e.g.  LinkedIn   groups,  mailing  lists,  etc.)  
  49. 49. Personal vs. professional boundaries Operate  in  accordance  with   your  ethical  obligaIons  AND   your  best  judgment  and   comfort  level.  
  50. 50. “But I can’t stand social media.” You  don’t  have  to  like  social   media  to  be  present  on  social   media  plaHorms.         Just  be  sure  to  set  expectaIons   for  plaHorm  visitors,  so  they  know   how  to  reach  you.     And,  focus  on  what  you  DO  like  (a   plaHorm,  a  community,  etc.    Build   relaIonships  with  other  aVorneys   at  a  minimum,  even  if  you  never   talk  to  a  client  or  prospect  online.  
  51. 51. Questions?
  52. 52. Portent, Inc. is one of North America’s elite Internet marketing companies. Located in Seattle, WA., Portent is a full-service agency with in-house design, creative, and development teams including experts in paid advertising, analytics, SEO, content strategy/ writing, and social media. Greetings from the #smithtower About Portent Small Business Solutions Small practices mean big questions.
  53. 53. With 18 years in the industry, you can trust our expertise. Strategy Analytics Content Creative PPC SEO Social Media About Portent
  54. 54. Thank Portent, Inc. 506 2nd Ave. Suite 1700 Seattle. WA 98104-2354 | Tel: 206.575.3740 YOU. Sara Lingafelter @saralingafelter http://www.portent.com

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