Moving Social Media Ahead in 2014
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This document summarizes a survey of social media use among Orange County law firms in 2012 and 2013. It finds that LinkedIn was the most widely used platform, with over 80% of firms reporting regular use in both years. While over 40% of firms in 2012 felt they were actively integrating social media into marketing, this increased to over 65% in 2013. The top benefits firms saw from social media marketing were raising visibility, increasing website traffic, providing industry expertise, and developing business leads. Developing a strategy was a critical issue for firms that outsourced some or all of their social media functions.
Moving Social Media Ahead in 2014
- 1. Conducted by Moving Social Media Ahead in 2014 Analysis of Social Media Trends in Orange County Law Firms
- 2. Seeing examples of well-coordinated social media programs that are humming along. What will help your firm get to the next step in your social media program? 3 86.5% 67.1% 2012 2013 Linkedin Facebook Twitter Which of the following are you or your firm regularly using?4 2013 82.1% 38.5% 23.1% 85.7% 49.4% 31.2% 2012 In 2012 and 2013 approximately 55% of respondents strongly agree or agree that social media is an important component in personal business development marketing mix. Social media is an important component in my personal business development marketing mix. 2 LinkedIn is the ultimate personal branding platform. LinkedIn provides one of the best opportunities to increase your visibility and credibility with members of your brand community. Forbes November 2013 On Facebook, photos perform best for likes, comments, and shares as compared to text, video, and links. Dan Zarrella, Hubspot What are your firms current feelings about social media?1 41.6% 33.3%2012 2013 We are actively integrating social media into our marketing mix. Social Media is About Sociology and Psychology More Than Technology. Brian Solis, Principal Analyst at Altimeter Group LinkedIn is the worlds largest professional network with over 225 million members. Forbes November 2013 40% of users check LinkedIn daily. Legal Marketing Association How often is your firm blogging? 5 We post at least weekly if not more often. 10.3% 22.7% 2012 2013 Of the various social media options a blog is the best way to demonstrate your knowledge, experience, and care. A blog establishes trust based on your empathy for your audience (knowing whats of value of to them) Kevin OKeefe, Real Lawyers Have Blogs December 2013
- 3. When building relevant audiences and extending brand reach, its better to focus on delivering targeted educational content on a regular basis. Inc.com November 2013 How attorneys are spending their time on social media.6 In 2012 and 2013 the attorneys indicated they spent the most time on social media sharing and posting content. Next they use social media to gain knowledge about clients, targets and staying abreast in areas of interest. Good content always has an objective; its created with intent. It therefore carries triggers to action. Ann Handley, Chief Content Officer, MarketingProfs LinkedIn profiles show up at the top of Google searches. When someone googles you, your LinkedIn profile will likely show up in the first or second spot. Forbes November 2013 Attorneys report the benefits of social media marketing are:7 Raising firm visibility Increasing website traffic Providing industry expertise Developing business leads Dont just use LinkedIn as a broadcasting tool. If you expect to be memorable, you need to provide value to others. Only promoting your individual blog posts, or the firms work, will not only become boring to others, but it will send the perception you arent there to connect at all. Talk to others. Share relevant content written by others. Click like when you approve of something your clients say. Tag others in your comments when they deserve credit, or when they inspired a comment. Legal Marketing Association Firms that elected to outsource some or all of its social media functions chose developing a strategy as a critical issue. 8 78.1% 71.4%2012 2013
- 4. www.extrememarketing.org Merry is a founding partner with Extreme Marketing and a leader in professional services marketing and business development solutions. With over 20 years of experience she provides clients with tools to grow relationships and to successfully identify, court and convert targets into clients. In addition to proven business development and revenue generating programs, Merry designs and implements social media programs, brand development and client satisfaction programs targeted to generate new business. With extensive experience in change process management, Merry is often called upon to assist firms implement comprehensive marketing programs. She has interviewed hundreds of clients for large services businesses across the country. Her work includes a variety of training programs in business development, client retention and satisfaction programs, advanced facilitation skills and presentation skills. Merry has been an active member of the Legal Marketing Association (LMA) serving as national Vice President and Co-Chair of the international LMA conference. She is a frequent national speaker and author and has published articles in numerous national periodicals such as the National Law Journal, Corporate Legal Times, ABA Journal, Strategies, AmLaw Alert, Firm Governance, and Marketing for Lawyers. In 2012 Merry was inducted into the prestigious College of Law Practice Management. 2222 Martin, Suite 255 Irvine, CA 92612 Phone: 949-260-9200 Fax: 949-260-0940 Merry Neitlich 949-260-0936 merry@extrememarketing.org About Extreme Marketing