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LinkedIn for Lawyers in 2013

Lawyers often bemoan the increased use of social media to me. Some lawyers are bold enough to tell me how “social media isn’t really a lasting marketing tool,” and it is “a waste of time” and a “youthful trend.” I tend to disagree. I have made some of the most important professional relationships of my life through social media.  I sense an overall reluctance and understand the time limitations of busy lawyers; therefore, I am choosing to recommend one form of social networking... [MORE]

8 Tips for Law Firm Social Media Community Management

Aug 27, 2013 | by Stacey Burke | Social Media Marketing
In the marketing world, the term “community manager” has become increasingly popular. A community manager in the law firm marketing context is the online representative or “face” of your law firm. The law firm social media community manager is the individual who interacts with your online audiences through blogs and social networks like Facebook and Twitter. While the responsibilities of a community manager often vary, generally the list of tasks below will fall under their... [MORE]

Social Media Breakfast Houston: Marketing Unexciting Brands

Aug 29, 2013 | by Stacey Burke | Social Media Marketing
While I speak to lawyers and law firms a lot about effectively using social media for marketing, I got the pleasure to speak to a group of over 100 social media professionals this month at Social Media Breakfast - Houston about applying these tactics to other industries that may not be as ‘exciting’ as say Target and Miley Cyrus.  I was on a panel with Nicole Buergers, the Marketing Manager for TopSpot Internet Marketing, who puts together social strategies for Industrial and B2B... [MORE]

Social Media for Lawyers: Facebook 101, Setting Up a Law Firm Facebook Page

This post is the first in a series by Stacey Burke on how lawyers can use Facebook in their business development and online marketing efforts. Facebook is the largest online social network, boasting 1.11 billion users. Over half of the United States is on Facebook, with 52.9% of Americans using the social network. In addition to millions of Americans having their own Facebook accounts, and looking at the network often, this social media channel generates 4.5 billion “likes” (or... [MORE]

Social Media for Lawyers: How and When to Share on Facebook

This post is the second in a series by Stacey Burke on how lawyers can use Facebook in their business development and online marketing efforts. Facebook Post Types  A company can use a variety of Facebook post types to achieve interaction and to reach out to new followers. Some common post types to drum up engagement are conversation starters formed as questions or fill in the blanks and photos or other graphic image content. Posing questions on Facebook increases engagement by... [MORE]

Speaking on Social Media for Law Firms at the 18th Annual Insurance Law Institute

On Thursday and Friday, November 7-8, 2013, the University of Texas School of Law and The Insurance Law Section of the State Bar of Texas hosted their 18th Annual Insurance Law Institute in Houston, Texas. The annual continuing legal education event showcased thoughts from the judiciary, mediators, practitioners, vendors, and other businesspeople. I was invited to speak on the second day about social media during the breakout sessions. Ten highlights from my PowerPoint presentation... [MORE]

Repurposing Digital Press Releases and Navigating Media Communications

This post is the second of two posts about online press releases for lawyers. In my first post, I discussed how the interaction between online press releases and search engine optimization has changed, as well as how to write good press release copy. In this post, I will cover how to use your law firm press releases offline, and how to set up the appropriate internal protocol for handing media inquiries. Repurpose Your Digital Press Release, Both Online and Offline  The... [MORE]

The Return on Investment, or ROI, of Blogging

Several days ago Nancy Myrland tweeted about the SCOTUSBlog budget – an eyebrow-raising $500,000.00.  While it is not immediately known how the SCOTUSBlog budget it allocated (I’m assuming most is spent on salaries), Preston Clark posted his blog’s budget on Google+ and started a discussion in the comments on the actual budget range for law blogs. As you can see in Preston’s commentary, the actual cost of running a blog is relatively small.  Hosting is one of the only ongoing... [MORE]

Before Writing a Blog Post, Know Your Audience

When an attorney is in a courtroom for a hearing, they know their audience is the judge.  When an attorney makes a closing argument in a jury trial, they know their audience is the jury.  When an attorney is in a mediation trying to settle a case, they know their audience is their client, the mediator, and opposing counsel.  While understanding the target audience in legal proceedings may be second nature to most lawyers, do the same legal practitioners know their audience when they... [MORE]

2014 Law Marketing Trends

In 2013, social media, content marketing, and mobile optimization dominated the law marketing arena. By now, your firm probably has a blog that is updated weekly, a Facebook and Twitter presence, and maybe even a responsive website or microsite. While these digital marketing fundamentals are still important, in order to remain competitive in 2014, your law firm will have to take its online efforts to the next level. Segment and target your marketing  In lieu of mass marketing the... [MORE]

Business-to-Business Social Media Marketing

I have been an active Twitter user since early 2009. I have watched various industries’ Twitter use evolve over the past five years, especially lawyers. While many lawyers and law firms still erroneously use Twitter solely as a means to auto-feed out their blog content for increased SEO, many are beginning to use social media more strategically. A law firm social media strategy will differ depending upon whether the firm is primarily engaged in B2B or B2C marketing. What? B2B... [MORE]

Five Types of Posts for Your Law Firm Facebook Page

Your Facebook business page is a true digital point of contact for your law firm. Not only is it an avenue for clients and referral sources to reach you, but it also facilitates easy engage with them and their networks. Posting on social channels consistently can get tedious, and you may fall into a rut, unable to come up with new content. In this post, I reveal five of the most successful (and easy) Facebook posts for your law firm’s Page.  FACEBOOK POST #1 – IMAGES When you are... [MORE]

Your Burning Twitter Questions Answered

Is there a way to delete tweets from other people that tag you or disassociate your twitter account from them? Simple answer: No. I know the reason I get this question. Firms new to social media and specifically those on Facebook but not on Twitter are fearful of ‘negative publicity.’ Companies delay getting on Twitter because they want to control all public messaging about their brand; however, the harsh reality is that people are talking about you already. Just because you aren’t... [MORE]

My Biggest Twitter Influencers

Recently, Everspark Interactive featured me in a piece entitled “13 Attorneys Who Have Raised the Bar with Social Media.” I received a lot of positive feedback and a significant amount of website traffic from their article. In the spirit of paying it forward, I wanted to create a list of my biggest influencers on Twitter. Identifying influencers is vital to the success of your social media marketing, specifically on Twitter. Twitter is a conversational platform that enables law... [MORE]

The Top Twitter Analytics Your Law Firm Isn’t Tracking

When I ask what a client’s goals are for Twitter and they respond with, “I want 100,000 followers. How long will that take?” My response it always, “About 3 – 5 hours depending on the service I use to purchase them for you. “ No, I am not purchasing followers for any client, nor do I recommend anyone use that as a practice. It is not only frowned upon, it can get you suspended on Twitter and it is a complete waste of money.  The focus is misplaced: most law firms erroneously focus... [MORE]

Why Content Strategy Comes First

Most law firms contacting us about their marketing efforts inquire about social media and/or e-newsletters. We get this request most often from law firms with an outdated web presence that has been dormant since the 90’s or law firms venturing into the World Wide Web for the first time (welcome!). What many lawyers fail to recognize is that content comes first – before e-news, before social, before anything digital. Do you have a blog within your website that is updated regularly,... [MORE]

Three Lessons for Legal Industry Vendors on Marketing to Lawyers

This week’s post is specifically for you, legal vendors. I answer a lot of B2B marketing questions from law firms looking to market to other firms.  There are a variety of “expert” opinions available on the Internet concerning whether social media marketing works in the B2B arena. I’ll save you the searching and anticipation: It does. I get new cases for firms using social media. Period. So here’s what I don’t get, law firm vendors: why are businesses that cater to law firms not... [MORE]

Legal Marketing: Lawyers’ Five Most Common Questions

What is SEO and do you do that? I speak to lawyers I know and lawyers that cold call me for advice almost every single day. Over 75% of them ask me about SEO without the faintest idea of what it means or if it even truly matters, but are still prepared to spend money on it because they “heard” they need it – and they do. SEO is search engine optimization.  The long and short of it is this: search engine optimization means that search engines like Google, Yahoo, and Bing are better... [MORE]

Best Free Social Media Tools for Lawyers

Are you struggling to find the time to update your firm’s Twitter, Facebook, LinkedIn, and Google+ pages? Here are the top apps and tools I use that help streamline and speed up my day-to-day social media tasks. BONUS: These are all free tools (but to gain access to the fancy features, some do require an upgrade/payment). Hootsuite The struggle I probably hear most often is not having enough time to go to Twitter, Facebook, LinkedIn, and Google+ daily to post content and address... [MORE]

Eight Ideas for Second Quarter Law Firm Marketing

As we closed the books on 2013, we wrote about how to prepare your law firm for its 2014 marketing. We know that lawyers and business owners are often too busy running their companies and performing their work to focus a significant portion of their time on business development. Our company provides outsourced legal marketing consulting services for law firms without an in-house marketing director and for firms with marketing staff who want an outside opinion or extra help. If you... [MORE]

8 Reasons Your Law Firm Should NOT Be On Facebook

1)   Your website sucks Think of your website like a digital Mothership. Everything else you do online and offline directs people there. Facebook is neither your website nor your web presence. Facebook is where your law firm can share content that drives traffic back to its website. If your website design is stuck in 2004 or you went ‘low-budget’ on the redesign, you might want to reconsider having a Facebook presence at all. Setting up a law firm Facebook Page that drives traffic... [MORE]

March 2014: Our Four Most Popular Blog Posts

The first quarter of 2014 has kept us all on our toes. We hope that all of our readers have ben busy too. While I have given you advice on marketing tactics your law firm can undertake in the second quarter of this year, in this post, I wanted to share which of our blog posts were getting the most traction this past month. #1 Most Read Blog Post - Law Firm Document Management Software Haley’s post from January has topped our Analytics reports for weeks. Personally, I think it is... [MORE]

How Much Time Should Law Firms Spend on Marketing

Are you spending too much time marketing your law firm – or not enough? Do you know how many hours you and your staff spend on marketing? While best practices will vary by firm and talent, below I provide industry guidelines to help you quantify your marketing efforts.  Blogging Blogs are a great way to gain traction with search engines, trust with your readers, and position you as an expert in your practice areas … if done correctly. It is easy to set up a blog on your website. I... [MORE]

Twitter 101 for Lawyers and Law Firms

Even if you aren’t on it, you have probably heard of Twitter. It is a free social media platform with a mobile app, website, and third party applications. Sometimes it gets a bad rap for its constant stream of updates, including “what I had for breakfast” posts. I maintain that the value of Twitter, and really all social media, comes with who you follow and how you use it. I’m a Twitter-evangelist. Why? Twitter trumps Facebook for engagement, audience building and search engine... [MORE]

Professional Services Marketing Strategies

Last Thursday, I was invited to speak by Boxer Property in one of their buildings. The company has a new marketing initiative designed to provide valuable morning speakers to their paying tenants, also leaving the sessions open to the public. This event-based marketing strategy serves the dual purpose of customer retention and new customer acquisition by driving new prospects into their buildings. My slideshow focused on professional services marketing strategies for doctors,... [MORE]

Social Media Advertising for Lawyers: Are you doing it right?

Most law firms utilize pay-per-click advertising through Google AdWords to target potential clients but have yet to jump onto social media advertising.  While once thought of as “free marketing tools,” Facebook, Twitter, Google+, and LinkedIn have evolved over the last few years into stellar advertising engines. Each platform serves a different advertising purpose. In today’s social world, as a law firm trying to reach new clients, you must pay to play. The good news is that social... [MORE]

Setting up Google Plus Profiles for Lawyers

What Falls Under a Google Account?  A Google Account is a user account that provides access to Google-owned services. You can use any email address to set up a Google Account; a Gmail address is not required. The Google Account is like an umbrella that holds underneath it the user’s YouTube, Gmail, AdWords, Google Plus, and so many more of Google’s digital properties. With one single login, your law firm should be able to access its Google Places for Business, YouTube, and... [MORE]

Facebook ROI for Law Firms: Is It Still Worth It?

The Argument Word-of-mouth may be the oldest method of promoting your law firm, but it is still the most influential. Social media has updated the tried and true ‘personal recommendation’ technique. Nielsen's Global New Product Report shows 43% of shoppers have a higher chance of making a purchase when they first hear about it on social media. So it should not be surprising that we recommend every law firm marketing plan include social media as a marketing strategy component. You... [MORE]

Top 10 Lawyer Marketing Mistakes

I spoke in Chicago at the first ever AAJ Marketing Seminar: How to Promote and Manage Your Practice. I was asked to speak about the top marketing mistakes I see law firms make. While I could have spoken for hours, I chose to limit myself to 10 issues, addressing several in depth in my hour-long presentation. What Am I Doing Wrong? 10 Biggest Marketing Mistakes: Focusing on one component instead of creating a comprehensive strategy Failure to monitor social media Poorly... [MORE]

Digital Marketing: The Basics in 20 Minutes or Less

I was honored to Co-Chair the Houston Trial Lawyers Association Law Practice Management CLE this year with my friend Marc Whitehead. We not only chaired the event, picked the topics, and lined up all of the speakers, we also spoke on a panel ourselves. Thank you to now Past President Peter Kelly for selecting us to execute this event, and for resurrecting it after a few years of its absence. Marc and I are both very interested in and very involved in a variety of marketing groups.... [MORE]

Lawyers Should Use LinkedIn: An Update

Last August, I wrote “LinkedIn for Lawyers in 2013.” At that time, LinkedIn had more than 187 million members. Now, just one year later, LinkedIn has over 300 million members, 100 million of whom live in the United States. In 2013, my top five tips to lawyers for optimizing LinkedIn included: (1) Build out your LinkedIn profile, (2) Upload a professional picture, (3) Personalize your LinkedIn headline, (4) Customize your LinkedIn URL, and (5) Export your connections for upload and... [MORE]

2014 Marketing Tips For Lawyers

Reaching significant milestones often leaves us feeling reflective. As 2014 draws to a close, most law firm partners will begin to look at their financial year in review, metrics they commonly track to gauge their business success, and bonus rates for their employees. Combing through your financial state is important; however, it is also important to look at the overall lessons you’ve learned during the past year in order to avoid mistakes and capitalize on successes in 2015.  I... [MORE]

Ethical Digital Marketing for Social Security Disability

A huge thank you to the American Association for Justice for having me come to South Miami Beach last week to speak on marketing in the social security disability practice area. A few high points from my presentation were:   Start with your law firm website, ensuring you utilize best practices in its design and structure Make sure to drive traffic to your website through various methods of inbound marketing Don't be overly self-promotional in your blog posts - provide helpful,... [MORE]

Social Media Audience Building for Lawyers

In a recent file review at my office, I gave my team a primer on how I build audiences on social media across the channels that are most relevant to attorneys. Many law firms set up social media channels and some even share content on them, but if no one is listening is social media worth it? In most cases, the answer is no. Which social networks should lawyers use? The number of social media outlets seems to grow exponentially each year. Busy lawyers should be selective about... [MORE]

Why Your Law Firm Marketing Should Include SlideShare

Marketing your law firm digitally has changed rather dramatically over the past decade. Not only do lawyers of all practice areas now need to effectively use social media (at the very least LinkedIn), but they must also manage a substantial amount of SEO copywriting, including regular blogging. But how will people come to read that digital content? Inbound marketing.  Inbound marketing means what it sounds like – marketing designed to drive users inbound to your law firm website or... [MORE]

Google Now Shows Tweets In Search Results

In May, Google and Twitter partnered to bring tweets into mobile search results. This partnership and the subsequent mobile indexing of tweets as organic search results were huge for Twitter and social media users like me. Google updated its original announcement that it will now also be including tweets within search results on desktop as well, and in English everywhere. Why Google Indexing Tweets is Great For Twitter More information is indexed and available to... [MORE]

SEO Tips for Social Media Managers

A great article and infographic from Sprout Social for lawyers to read about social media's impact on SEO: "The connection between social media and SEO has been debated for years. Marketers continue to argue over whether or not social media activity influences search rankings and while there’s evidence to support both sides, the truth is that there’s no concrete answer. What we do know is that social media can be used as a part of your SEO strategy." [MORE]

Google Authorship is Not Really Dead

Gary Illyes, Webmaster Trends Analyst for Google Switzerland, recently spoke at SMX East, making the surprise recommendation for webmasters to keep including Google Authorship on new websites, and not to remove it if it is already in place. The reason he cited was Google might use it again in the future. Many webmasters stopped implementing Google Authorship on their websites over a year ago after authorship and related photos were dropped from search results.  If you have not set... [MORE]

Law Firms Can No Longer Ignore Social Media

For lawyers who remain reluctant to use social media, for reasons including an inability track return on investment via traditional means, the time has come to get over it. Greater social signals can not only drive inbound traffic to your website, but they can also help your law firm rank higher in search results. While some dispute the connection between social signals and organic rankings, social signals already impact search visibility. Google and the other search engines have... [MORE]

The Importance Of Visual Content Continues To Grow

Your law firm’s brand identity extends far beyond the logo these days. To be relatable, lawyers must show they exist outside of mysterious concrete buildings downtown. Using visual content is one of the best ways to show the personality of your law firm and its lawyers. Effective visual content is one of the keys to success in not only digital marketing, but in all forms of marketing. Visual content truly engages audiences – which leads to more traffic and higher conversion rates.... [MORE]

Marketing Your Law Practice

Last week I had a great time speaking in Boca Raton, Florida at the American Association for Justice Women Trial Lawyers Caucus Leadership Summit. This event occurs only every other year. I had the pleasure of speaking with a fantastic co-panelist, Megan Hargroder. We put the presentation together in Google Docs and the formatting is a bit messy on a few slides from transitioning it between Google -> PowerPoint -> SlideShare -> My Blog, BUT it's still awesome enough to... [MORE]

Digital Marketing Is Not Just For Plaintiffs’ Lawyers Anymore

How It Used To Be It seems like only a few years ago that the only lawyers who dared to advertise online, showcasing their case results, awards, certifications, honors, and other such selling points were members of the plaintiffs’ bar. While lawyers seeking to help victims of negligence fought hard to get the right to advertise in a meaningful way to potential clients that might otherwise not find them, lawyers in many other practice areas maintained their disdain for advertising... [MORE]

8 Mistakes Your Business Is Making On Social Media

To many, social media is the “next big thing” when it comes to marketing a business. The fact is, it’s already a big thing, it’s here, and it’s huge. If you happen to not yet have social media platforms set up for your business, that is your first mistake. Social media marketing means huge potential for your business, particularly in areas like brand recognition, brand loyalty, and lead conversions. Major “don’ts” for your business when joining and contributing to the social media... [MORE]

Top 5 Reasons Your Law Firm Should Have A LinkedIn Company Page

With a seemingly endless number of social media platforms available, you may be unsure which ones are right for your law firm. While you might have your own individual LinkedIn profile, many companies fail to build out a comprehensive Company Page, which is a missed opportunity. Here are five reasons you should have a LinkedIn Company Page: LinkedIn is the world’s largest professional network. Creating a presence for your law firm on LinkedIn means increasing brand awareness,... [MORE]

Why Hiring A Social Media Marketing Manager Is The Right Idea For Your Law Firm

While many people think of social media as a hobby, side project, or even a nuisance, some people make an entire career out of it, or even build a business from it. Social media is easily one of the most powerful marketing tools out there and should be a part of any business' holistic marketing strategy, and law firms are no exception. If you’re one of the skeptics thinking, “why would my law firm need one person to handle such a tiny task in my grand marketing scheme,” read... [MORE]

4 Simple Ways To Drive New Clients To Your Website

Often times one of the highest requests we get as marketing managers is “How do I drive more traffic to my website?” We know that for business owners, an important goal is to always drive new clients to your website. While we can easily list about 50 ways to do this, we’ll start with four for now. Below is a short list of simple ways you can drive traffic to your site. 1. Create Valuable Content I’m sure you’ve heard this one before. The content you provide is key to attracting... [MORE]

Competitor Analysis: Is Your Law Firm Marketing Keeping You Ahead of the Curve?

When it comes to marketing a business, it’s important to know what you’re up against. While it would be nice to solely rely on your firm’s strong lawyers to bring in the business, that’s simply not enough. How do you know your firm is taking the right steps toward an effective marketing strategy? Understanding what other law firms are doing and how yours is stacking up against their efforts is one way to find out. A competitor analysis will help your firm establish what’s already... [MORE]

How To Tackle The First Quarter Of 2017

The first quarter is important because it sets the pace and tone for the year.  This quarter is the foundation from which the rest of 2017 will be built. Do not rest on your laurels thinking you have plenty of time left to get it right this year. If you do, you will find yourself scrambling in the fall and dismayed by the end of the year. Law Firm To-Do List For Q1  Review performance goals and see where you are. What did you learn from your 2016 successes that you can repeat... [MORE]

Your Law Firm and Video Content: The Time Is Now

There has been a recent shift in the online world to involve a very important component that many businesses are failing to include in their marketing strategies. Over the past few years, we’ve seen drastic changes in technology and user behaviors across online platforms, and they all point to one thing: video content. According to Cisco, video will account for 69% of all consumer internet traffic in 2017. It is projected that by 2019, global internet traffic from videos will make... [MORE]

5 Easy Tips For Mastering Evergreen Content For Your Law Firm

Content marketing should play a major role in your law firm’s strategic communications plan. In traditional marketing, companies communicate one-way – by overly promoting themselves and what they’re selling to potential customers regardless of consumer interest. In contrast, content marketing is designed to educate potential consumers, empowering them to make informed purchasing decision, including reaching out to a law firm. However, this doesn’t mean there is no place for talking... [MORE]

Facebook Advertising Versus Google AdWords: Battle of the Billon Dollar Markets

In today’s digital landscape, more and more options are available to businesses willing to spend money for online advertising. Between Google, YouTube, display ads, remarketing, social media, lawyer directory websites, and more, it can be difficult to navigate the options and determine the best fit for your law firm.  While Google AdWords is still the biggest kid on the block, Facebook is inching closer every year and has, in many ways, outpaced Google in terms of targeting. Below... [MORE]

Content Curation For Lawyers

With millions of informational sources in the digital sphere today, the amount of available content can be overwhelming. For a law firm managing its own social media channels and blogs, sharing relevant digital content can establish the firm as an authoritative voice on specific topics – even when the firm is not creating the content itself. Finding that content, however, requires content curation.  What Is Content Curation?  When you engage in the curation of relevant legal... [MORE]


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