Social Media in Business Development and Relationship Management
A Guide for Lawyers
Published: 2018
Pages: 120
eBook: 9781787422384
"We found the practical advice given for setting up and using social media “as an integral part of a lawyer’s business development activity” to be particularly helpful for modern practice." Phillip Taylor MBE and Elizabeth Robson Taylor, Richmond Chambers
Containing essential information on the benefits and risks of social media in the legal sector, this report examines the social media platforms used by many law firms (LinkedIn, Twitter and Facebook) and gives an overview of those less frequently used – enabling lawyers to make an informed choice.
As well as featuring practical advice for setting up and using social media as an integral part of a lawyer’s business development activity, this report also offers guidance on:
•how to write great blogs and social media posts; and
•how to integrate social media into a structured content management plan that supports business development objectives.
The report also addresses how central systems, technology and support can be used to ensure that social media plays an effective part of a firm’s business development programmes.
In addition to lawyers, this text will be essential reading for marketing and human resource professionals in law firms who want to ensure the effective and sustainable use of social media.
Table of Contents
| Front cover | i | |
|---|---|---|
| Title | 1 | |
| Copyright | 2 | |
| Table of contents | 3 | |
| Introduction | 7 | |
| 1. About this special report | 7 | |
| 2. Definitions | 8 | |
| 3. Key platforms | 10 | |
| 4. The rise of social media in the legal profession | 11 | |
| The business case for social media | 15 | |
| 1. The benefits of using social media | 15 | |
| 2. The risks of using social media | 19 | |
| 3. Guarding against the risks | 21 | |
| Overview of common social media platforms | 23 | |
| 1. LinkedIn | 23 | |
| 2. Twitter | 25 | |
| 3. Facebook | 26 | |
| 4. YouTube | 27 | |
| 5. Blogging | 27 | |
| 6. Other social media platforms | 28 | |
| 7. Advertising on social media | 31 | |
| 8. Viral – how the platforms work together | 32 | |
| Developing a plan | 33 | |
| 1. Marketing plan for the firm | 33 | |
| 2. Marketing plan for departments, sectors or offices | 34 | |
| 3. Marketing plan for individual lawyers | 36 | |
| 4. Segmentation, targeting and messaging | 42 | |
| 5. Integration with other marketing, selling and relationship management activities | 44 | |
| 6. Case study: planning content at BakerLaw | 45 | |
| Using LinkedIn | 47 | |
| 1. Set up a company page | 47 | |
| 2. Individual lawyer accounts and profiles | 49 | |
| 3. Building your profile – step by step | 49 | |
| 4. Promoting your profile | 51 | |
| 5. Sending invitations and managing connections | 51 | |
| 6. Liking, commenting on and sharing others’ material | 53 | |
| 7. Using private messaging and InMail | 54 | |
| 8. Writing status updates and sharing posts and photos | 55 | |
| 9. Endorsements and recommendations | 57 | |
| 10. Publishing articles and blogs | 58 | |
| 11. Using groups | 60 | |
| 12. Case study: LinkedIn use at Thackray Williams | 62 | |
| 13. Large law firms on LinkedIn and Twitter | 64 | |
| 14. Case study: LinkedIn use at Forsters | 64 | |
| Using Twitter | 67 | |
| 1. Company and team accounts and profiles | 68 | |
| 2. Individual accounts | 69 | |
| 3. Using public and private lists | 69 | |
| 4. Tweeting | 70 | |
| 5. Interacting – retweeting and commenting | 72 | |
| 6. Hashtags and live tweeting at events | 73 | |
| 7. Case study: Twitter use at Inksters | 74 | |
| Using Facebook | 77 | |
| 1. Company (and/or group) pages | 79 | |
| 2. Page administration | 79 | |
| 3. Sharing content on Facebook | 80 | |
| 4. Case study: digital marketing at Wollen Michelmore | 80 | |
| Blogging | 83 | |
| 1. General guidelines | 84 | |
| 2. Writing tips | 84 | |
| 3. Effective titles and tweets | 91 | |
| Content development and management | 97 | |
| 1. The benefits of a content management plan | 97 | |
| 2. Content creation | 98 | |
| 3. Moderating and content curation | 99 | |
| 4. Case study: content creation at Clutton Cox | 100 | |
| Central management | 103 | |
| 1. Plan | 103 | |
| 2. Policies | 105 | |
| 3. Manage domains and account hierarchy | 105 | |
| 4. Brand, style and tone of voice | 105 | |
| 5. Analytics and monitoring effectiveness | 105 | |
| 6. Training and support | 107 | |
| 7. Disaster recovery plans | 108 | |
| 8. Tools to support management | 109 | |
| 9. Case study: digital marketing at Forsters | 114 | |
| Conclusion | 119 | |
| About the author | 120 | |
| Back cover | 122 |
The special report’s appearance, structure and presentation make it easy to handle, read and absorb. It is a by-your-side checklist for all the key aspects of social media.
Pippa Blakemore
The PEP Partnership LLP
We found the practical advice given for setting up and using social media “as an integral part of a lawyer’s business development activity” to be particularly helpful for modern practice.
Phillip Taylor MBE and Elizabeth Robson Taylor
Richmond Chambers
Kim Tasso
Managing director, RedStarKim Ltd
[email protected]
Twitter: @RedStarKim
https://www.linkedin.com/in/kimtasso/
Kim Tasso BA(Hons) DipM FCIM MCIJ MBPsS MBA is the managing director of RedStarKim Ltd. She is an independent management consultant, specialising in the professional services sector, with over 30 years' experience.
After qualifying in psychology and spending several years in the technology sector, she worked for several leading professional service firms before starting her own business in January 1994. She has worked for over 300 clients, including solicitors' firms, barristers' chambers, patent attorneys, accountancy practices, insolvency practitioners, actuaries, surveyors, marketing services agencies and management consultants.
She advises on and provides training and coaching in the strategic and operational aspects of management, change, marketing, selling and client and referrer relationship management. She provides training courses for lawyers and professionals.
She is a freelance journalist and has published a number of books on selling, media relations, business development, growth strategies and business relationships, and hundreds of articles.
She holds non-executive director positions in the property industry.