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Social Media Marketing for Law Firms

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ISBN13: 9781907787911
Published: September 2011
Publisher: Ark Group
Country of Publication: UK
Format: Paperback
Price: £199.00



Despatched in 7 to 9 days.

Number of Pages: 111

Linked-In, Facebook, Twitter, Google+, YouTube, StumbleUpon, Flickr - Is your firm fully utilising the potential that new technologies have to offer?

Those bold enough to engage are already claiming success in the form of new clients, stronger relationships and new business opportunities. So what can social media do for you? Written by David Laud, chartered marketer and law firm CEO, Managing Partner's Social Media Marketing for Law Firms report introduces key social media tools and explains how they can deliver value within your firm as part of a tailored social media strategy.

It examines the appropriate use of prominent platforms including Twitter, LinkedIn and Facebook for law firms and suggests useful applications to ensure you get the most out of each. Practical guidance, tips and insights are provided throughout the report to help you understand and maximise the opportunities that social media present for your firm, including:-

  • How social media is changing the way your clients communicate;
  • The key differentiators between social media platforms in terms of use, behaviour and trends;
  • How to create a profile, communicate and grow your network on each major platform;
  • Where to concentrate your efforts to generate the best return for your firm;
  • How to utilise tools and apps to ensure you are reaching your intended audience;
  • How to review your firm's business plan to ensure that your social media initiatives support your firm's overall aims;
  • How to implement a project plan to ensure the initiative meets its goals;
  • How to mitigate the risks associated with social media use - reputational damage, reduction in staff productivity and loss or leakage of sensitive information; and
  • How to implement an effective social media strategy and overcome the common obstacles to success.
Real-life case studies Find out how Samuel Phillips, Morton Fraser Solicitors, Doyle Raizner, Womble Carlyle Sandridge & Rice, PLLC, Brett Oaten Solicitors and CBW are successfully using social media as a strategic marketing and communication tool, along with the key pitfalls to avoid. You will also find useful appendices - A jargon-buster glossary and a sample communications and equipment policy which can be adapted and implemented immediately within your firm.

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Subjects:
Legal Practice Management
Contents:
Executive summary...VII About the author...IX Acknowledgements...XI Foreword...XIII Part One: Introducing social media as a marketing tool for lawyers Chapter 1: An introduction to social media...3 Social media platforms explained...3 In the beginning... ...3 Technology...7 Web 2.0...8 Statistics...10 Behaviour...11 Trends...15 Chapter 2: The importance of social media for law firms...21 The changing patterns of client communication and interaction...21 Examples of other sectors' usage of social media...22 Commercial and private client scenarios...25 Profiles, networks, circles, groups, friends and followers...28 Chapter 3: A strategic approach...33 Reviewing your business plan...33 Assembling a social media team...34 Goal setting...36 A social media plan to succeed...38 Implementation of the plan...38 Choosing the right platform(s)...40 Implementation phases...41 Marketing pick and mix...43 Chapter 4: Measurement and analysis...45 What does social media success look and feel like?...45 Tools...46 Reporting and communication...48 Chapter 5: Managing the risks of social media usage...51 Risk and reputation...51 Staff engagement...53 Guidelines...54 An example communications and equipment policy...57 Chapter 6: Putting plans into practice...67 Step by step...67 Obstacles to success...69 Time and team management...72 It's time for action...73 Chapter 7: The future...75 Smartphone apps...75 Part Two: Case studies Case study 1: Samuel Phillips Law Firm...79 Social media and Samuel Phillips...79 Case study 2: Carter Backer Winter LLP...83 Definition of the problem...83 Research and competitor review...83 What we changed...83 Results...84 Case study 3: Morton Fraser LLP...85 Case Study 4: Doyle Raizner LLP...87 Use of social media...87 Effective steps in using social media...88 Case study 5: Womble Carlyle Sandridge & Rice, PLLC...91 Our firm's structure and markets...91 Overview of social media strategy...91 Activities taken and outcomes...91 The place of social media in our practice...93 V Social Media Marketing for Law Firms Case study 6: Brett Oaten Solicitors LLP...95 The benefits of using social media applications...95 Part Three: Appendices Appendix 1: Applications...99 Appendix 2: Useful links and further reading...101 Appendix 3: Glossary and jargon translation...103 Index...111