By now, everyone has joined Facebook and started brand Pages, but what about the other social media networks? This presentation focused on how to determine if Twitter, LinkedIn and Pinterest can be used to reach law firm marketing goals. The presentation focuses on Twitter and LinkedIn as possible sources for expert positioning, awareness and referrals for trial attorneys and legal marketers. This presentation was developed for ROI2014. ROI (short for Radius of Influence) is an annual conference designed to educate trial attorneys and marketing directors about the power of networking and word-of-mouth marketing. The conference is built on teaching best practices for building relationships and a good reputation, which are key to referrals and success in business.

1. What About Those Other
Social Media Platforms?
The Skinny on Twitter, Pinterest &
LinkedIn
Missy MacFarlane, APR
Principal, B2 Communications

2. Agenda
• Using social media to achieve your goals
• Choosing the right platforms
– Twitter
– Pinterest
– LinkedIn
• Allocating resources

3. What’s your goal?

4. Twitter
• 140 characters
• 241 million active
monthly users
– 76% mobile
– 77% outside U.S.
• 500 million tweets per
day

5. 1 in 500 million
• Compelling, helpful content
• Engage others
– Retweet (RT)
– Reply
• Share or comment on breaking news that’s
relevant to you
• Participate with regularity
• Use hashtags

6. The basics
• Complete profile
– Upload photos: profile and header
images
– Add your location
– Link to your website
• Follow others
• Add Twitter icon and link to your
website, e-newsletters and email
signature

7. Hashtags
• Use # before a keyword
– Categories (#LegalMarketing)
– Trending topics (#SochiProblems)
– Events (#ROI2014)
• Anyone can see your tweet
• Searchable

8. Hashtags
• Town halls
• Twitter chats
– #LegalChat
– #SLChat
• Polls
• TweetUps

9. Hashtags
• Beware of over-tagging
• No more than 2 hashtags in a single
tweet

10. Measurement
• More than followers
• Align measurement with your goal
– Number or percentage of clients following
you
– Engagement: RTs or @

11. • Online inspiration board
• Collect, organize and share
images
• 70 million active users
– 73% women
– 70% in U.S.
• Social channel of choice for
moms
Pinterest

12. Pinning
• Most-pinned topics:
– Food
– Parenting
– Fashion
• Popular types of pins:
– Humor
– Quotes
– Behind-the-scenes

13. Pinterest Success

14. Pinterest Success

15. Pinterest

16. • Mostly B2C companies
• Organizations with strong visual
imagery
– Infographics and charts
• Online retail capability
– Fourth largest traffic driver to
websites
– 20% increase in traffic from Pinterest
Pinterest Success

17. • More than followers
• Align with goals
– Repins
– Likes
– Website visits
Measurement

18. LinkedIn
• Connects professionals
• 300 million members
– 100 million in U.S.
– Execs from every Fortune 500 company
– 200 countries & territories worldwide
• Active on mobile

19. LinkedIn
• 5.7 billion professionally-oriented
searches by members each year
• Ranks highly on search engines

20. LinkedIn Profiles

21. LinkedIn Profiles

22. LinkedIn Profiles
• Make connections with people you
know
• Update profile regularly
• Share updates to stay top of mind
– Comment/like on connections’ news
• Give recommendations
• Provide endorsements

23. LinkedIn Groups
• 2.1 million interest-based groups
• Extension of existing associations or
community groups, or entirely new ones
• Find a group
• Create your own group
• Participate to get the benefits

24. LinkedIn Company Pages
• LinkedIn users can “follow” your
company
• Company updates
• Showcase pages
– Extend your Company Page presence
– Focus your message to engage specific
audiences
• Jobs

25. LinkedIn Company Pages

26. LinkedIn Company Pages

27. Measurement
• More than connections and followers
• Align with goal
– Connections with current clients
– New invitations
– Profile views
• Analytics through Company Pages

28. Allocating resources
• Social networks require attention and
participation for success
• Consider time and effort
• Make sure the platform can help you
reach your goals
• Be selective

29. Other Platforms

30. Other Platforms
• G+
• YouTube
• Instagram
• Vine

31. Questions?

32. Thank you!
Missy MacFarlane, APR
Principal, B2 Communications
727.895.5030
Missy@B2communications.com