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Make Social Media Make Sense for your Law Practice

Date post: 23-Aug-2014
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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.
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Portent, Inc. Make Social Media Make Sense for Your Practice Sara Lingafelter July 24, 2014
Transcript
Page 1: Make Social Media Make Sense for your Law Practice

Portent, Inc. Make Social Media Make Sense

for Your Practice

Sara Lingafelter

July 24, 2014

Page 2: Make Social Media Make Sense for your Law Practice

Law school taught me to cite my sources: http://bitly.is/1r7qQE6

Page 3: Make Social Media Make Sense for your Law Practice

Hi. I’m Sara.

Page 4: Make Social Media Make Sense for your Law Practice

I play outside.

Page 5: Make Social Media Make Sense for your Law Practice

I’m a lawyer.

n inactive v

marketer.

Page 6: Make Social Media Make Sense for your Law Practice

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  

   

Page 7: Make Social Media Make Sense for your Law Practice

I love what I do.

Page 8: Make Social Media Make Sense for your Law Practice

I’m a marketer. ^ in part.

Page 9: Make Social Media Make Sense for your Law Practice

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

Page 10: Make Social Media Make Sense for your Law Practice

We create customer experiences worth talking about.

Page 11: Make Social Media Make Sense for your Law Practice

But first… how are other lawyers using social media?

Page 12: Make Social Media Make Sense for your Law Practice

65 lawyers answered up to 15 questions about their social media usage and here are the results.

Page 13: Make Social Media Make Sense for your Law Practice

Disclaimer: this is a survey, not a study.

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0

10

20

30

40

50

60

Important

Not very important

Do not use to market my practice

Page 17: Make Social Media Make Sense for your Law Practice

0

5

10

15

20

25

30

35

Important

Not very important

Page 18: Make Social Media Make Sense for your Law Practice

Assuming  Ime    and  money  IS    an  object,    start  here!  

Page 19: Make Social Media Make Sense for your Law Practice
Page 20: Make Social Media Make Sense for your Law Practice

Oh  yes  you  do!  

Page 21: Make Social Media Make Sense for your Law Practice

Why should you create customer experiences worth talking about?

Page 22: Make Social Media Make Sense for your Law Practice

Whether you think you “do marketing” or not, you ARE your marketing department.

Page 23: Make Social Media Make Sense for your Law Practice

Why social?

Page 24: Make Social Media Make Sense for your Law Practice

How do people weigh social in hiring service professionals?

Page 25: Make Social Media Make Sense for your Law Practice

Who is YOUR audience?

1.  Clients  2.  Prospects  3.  Press  /  Influencers  4.  Referrers  

1.  Professional  2.  Non-­‐

professional  3.  Personal  

Page 26: Make Social Media Make Sense for your Law Practice

hVp://bit.ly/1ukE1Wi  

Page 27: Make Social Media Make Sense for your Law Practice

What is social media practice?

Page 28: Make Social Media Make Sense for your Law Practice

hVp://bit.ly/1oPxTNg  

Truth:    it’s  WAY  more  than  just  playing  on  Facebook  all  day.  

Page 29: Make Social Media Make Sense for your Law Practice

What IS social media practice, really?

Page 30: Make Social Media Make Sense for your Law Practice

Listen

hVp://bit.ly/1jVZEb0  

Page 31: Make Social Media Make Sense for your Law Practice

Respond

hVp://mzl.la/UePoi0  

Page 32: Make Social Media Make Sense for your Law Practice

Engage

Page 33: Make Social Media Make Sense for your Law Practice

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.    

Page 34: Make Social Media Make Sense for your Law Practice

Build community

hVp://bit.ly/1yzUHHN  

Page 35: Make Social Media Make Sense for your Law Practice

Curate content

hVp://bit.ly/1r7UnO1  

Page 36: Make Social Media Make Sense for your Law Practice

Create content & tell stories

hVp://bit.ly/1nREpXr  

Page 37: Make Social Media Make Sense for your Law Practice

Trigger people to take action

hVp://bit.ly/1r7Vgq3  

Page 38: Make Social Media Make Sense for your Law Practice

What are some realistic goals?

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Think microconversions, not metrics.

Example  microconversions:    •  Email  list  sign-­‐ups  •  Reviews  •  Referrals  •  MenIons  by  influencers  /  press    

Page 40: Make Social Media Make Sense for your Law Practice

What platforms should you consider?

Page 41: Make Social Media Make Sense for your Law Practice

There’s always the big three.

Page 42: Make Social Media Make Sense for your Law Practice
Page 43: Make Social Media Make Sense for your Law Practice

There’s always the big three. four.

Page 44: Make Social Media Make Sense for your Law Practice

personal professional

Nobody  loves  Google+  more  than  Google.  

Page 45: Make Social Media Make Sense for your Law Practice

But don’t underestimate the “little guys.”

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But what about [insert objection here]?

Page 50: Make Social Media Make Sense for your Law Practice

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  

Page 51: Make Social Media Make Sense for your Law Practice

Tools There  are  many  free  /  low-­‐cost  tools  to  make  social  management  across  plaBorms  easier.    •  Sprout  Social  •  Hootsuite  

Page 52: Make Social Media Make Sense for your Law Practice

Talent Not  everyone  has  to  do  social…    

…but  everyone  who  does  social  started  somewhere.  

Page 53: Make Social Media Make Sense for your Law Practice

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  

Page 54: Make Social Media Make Sense for your Law Practice

Ethical obligations

•  Consult  the  WSBA  and  KCBA  CLEs  on  point  

•  Leverage  LOMAP  if  you  have  specific  quesIons  not  answered  by  those  CLEs  

Page 55: Make Social Media Make Sense for your Law Practice

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.)  

Page 56: Make Social Media Make Sense for your Law Practice

Personal vs. professional boundaries

Operate  in  accordance  with  your  ethical  obligaIons  AND  your  best  judgment  and  comfort  level.  

Page 57: Make Social Media Make Sense for your Law Practice

“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.  

Page 58: Make Social Media Make Sense for your Law Practice

Questions?

Page 59: Make Social Media Make Sense for your Law Practice

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.

Page 60: Make Social Media Make Sense for your Law Practice

With 18 years in the industry, you can trust our expertise.

Strategy Analytics Content Creative

PPC SEO Social Media

About Portent

Page 61: Make Social Media Make Sense for your Law Practice

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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