I’m often asked how to develop a successful social media strategy. Firms of all sizes and budgets can do it if they are resourceful and creative.
Here are some ideas
What You Need to Know About LinkedIn Live, the New Social Livestreaming Feature on LinkedIn
Content marketers now have a new way of reaching their target audiences on LinkedIn using live video.
Recently, LinkedIn, the most powerful social network for professionals, added a livestreaming option in beta to a select group of users.
Called “LinkedIn Live,” the platform will provide its 600 million plus members and businesses the option to share and stream live video content such as Q&As, events, conferences, earnings calls, award ceremonies, company announcements and more.
According to Social Media Today, it makes perfect sense for LinkedIn to put increased emphasis on video content because its users are 20x more likely to share a video on the platform than any other type of post (wow!). To further support video on its platform, LinkedIn also launched video sponsored content and video for company pages early last year. The addition of LinkedIn Live will also enable LinkedIn to build on the ‘record levels’ of engagement that it says it is currently seeing on the platform.
LinkedIn has lagged behind its competitors when it came to providing users with video content options. This is interesting because because the platform says that video is the fastest-growing format on its platform alongside original written work, shared news and other content, so it seems like it’s in LinkedIn’s best interests to embrace in the technology that will support what its users want.
Launching first in the United States, LinkedIn Live is invite-only for now. In coming weeks, LinkedIn will also post a contact form for others who want to join. It’s not clear when and if LinkedIn will make it possible for everyone to create LinkedIn Live videos, but it is expected that is what will occur given how they rolled out LinkedIn Publisher.
So what can law firms do with LinkedIn Live? Here are some ideas (just keep in mind that your content must have a topical/timely aspect to it in order for it to be worth going live).
15 Reasons Why Your Law Firm Should Use Social Media
A lot of people ask me how they can make the case for why their lawyers and firms should use social media or why it’s worth the time or financial
How to Easily Enhance Your Business Development, Social Media and Branding Efforts in 2019
In this article, I provide 16 easy ideas to incorporate into your social media, business development and branding efforts for professionals at all levels because it’s never too late or early to shake up your marketing efforts, and the new year is a great opportunity to start fresh and add new activities to our business development and marketing mix.
A word to the wise for young professionals – you should build your network before you think you’ll ever need it. Your peers will be tomorrow’s business leaders. And a word to the wise for seasoned lawyers who don’t think they need to spend the time on business development – today it’s not enough to just be a great lawyer.
You need to market yourself as well as churn out exceptional legal work. One day your steady stream of work could dry up or something unexpected could happen where you need to rebuild your practice.
Also, you never know who can turn out to be a client, referral or future employer. I always tell the lawyers with whom I work to never underestimate the importance of every person and connection. Be friendly and kind to everyone. Because you never know. Read the full article for the 16 tips.
How Using Social Media to Promote Others Can Build Your Network and Brand
Recently, social media strategist Spencer X. Smith (if you’re not following him you should!) said something on LinkedIn that really resonated with me.
It was about the idea of using your social media platforms and reach to promote the successes of others vs. only posting about yourself (or “me-centric” posts), and he talked about the fact that each of us has the ability to do this within our own networks to significantly strengthen our professional relationships.
Harnessing the power of your own social media platforms to promote others and build stronger relationships and your brand is actually very easy and incredibly worthwhile.
What to Do When You Run Out of Things to Say – Your How-To Guide to Creating an Evergreen Content Strategy
The ultimate goal of content marketing is to drive readers to take action, preferably in the form of hiring you. So it should go without saying that it’s not how often you post content to social that makes a true impact, but rather what you say and how you say it. But it’s not always easy to generate a steady stream of strong content to fill your editorial calendar year-round. That’s where owned media or “evergreen content” can save the day. I often call this my “what to say when you have nothing to say” strategy. By incorporating evergreen posts, your end result will be a much more sophisticated content strategy with higher engagement.
The ultimate goal of content marketing is to drive readers to take action, preferably in the form of contacting and retaining you and your firm. So it should go without saying that it’s not how often you post content to social media that makes a true impact, but rather what you say and how you say it. The quality not the quantity of your posts should always be your primary focus.
But it’s not always easy to generate a steady stream of strong content to fill your editorial calendar year-round, especially when you work at small- or mid-sized firm, where it can be a challenge to regularly achieve top-tier media placements.
That’s where owned media or “evergreen content” can save the day. I often call this my “what to say when you have nothing to say” content strategy, because it really is just that. Don’t mistake this for spam or posts about nothing – because they aren’t as you will see – in fact, by incorporating evergreen posts into social media, your end result will be a much more sophisticated content marketing strategy with higher engagement. Here’s how to do it.
What to Do When You Receive LinkedIn Requests From People You Don’t Know
One of my biggest LinkedIn pet peeves is when people who I’ve never met send me connection requests. Most of them have no personalized message at all (another pet peeve of mine). Some are accompanied by super salesy messages. Others say things like (these are real messages I’ve received):
- “LinkedIn suggested you as a marketing leader with whom I should connect. if you are open to it.”
- “I think we can mutually help each other, let’s connect.”
- “You seem interesting, let’s get to know each other.”
- “I want to tell you about a terrific new product we have”
- “Came across your profile here and noticed we had LinkedIn groups in common, was intrigued and would love to connect. I see your an attorney in New York. Excited to learn more about what your up to professionally.” (Just oy vey on this one. Note: I am NOT a lawyer, which is clearly noted on my profile, and the grammar errors with “your” instead of “you’re” are just sloppy – there is no room for careless mistakes here. Also, having “LinkedIn groups” in common is not a reason to send a connection request.)
- “I developed a method that gives you many leads and more on LinkedIn, Facebook, Twitter and many others in 24 hours! I would love to run a quick test 🙂 What is your PHONE NUMBER?” (Note: So many things wrong with this one as well – but especially the exclamation point, the smiley face and the all caps, not to mention the false promises!)
Um, how about no to ALL OF THESE. Please make it stop.
Let’s be honest, if I’ve never met you before, why would I want to connect with you this way? LinkedIn is a professional network to grow relationships with people you already know. It’s not a place to mine for new connections and find leads, although I know some in the sales profession may disagree with me.
Join Me for LMA 2019 Annual Conference Workshop Program: Beyond Branding Aligning Social Media Strategy with Business Development Goals
Always a bridesmaid and never a bride no more! After several years of speaking at the Legal Marketing Association Annual Conference’s pre-conference programs, I am excited to report that for the first time, I will be speaking at the main conference! Please stick around for day two of #LMA19 in Atlanta when my fellow Legal Marketing Association’s Social and Digital Media Special Interest Group co-chair Jennifer Simpson Carr and I will present a deep-dive workshop on “Beyond Branding: Aligning Social Media Strategy with Business Development Goals” at 1:30pm on Wednesday, April 10!
In the program (for marketers of all levels and firm sizes), we will explore how social media has developed into a powerful tool that often leads to new business and enhanced client relationships. Attendees will learn how to effectively use social media for lead generation through practical, innovative, actionable and budget-friendly strategies and tactics. Learn more about our session and how to register.
10 Tips to Achieve More Success on LinkedIn
My friend Jay Harrington often speaks my language on social media and content marketing topics – but especially in his recent post on how lawyers can use LinkedIn to harness business development success. If you aren’t yet following him, you should! And if you like this topic, join me and Jennifer Simpson Carr at the LMA Annual Conference where we will be presenting a deep-dive workshop on this very topic on day two of the LMA Annual Conference on Wednesday, April 10 at 1:30pm at our program on “Beyond Branding: Aligning Social Media Strategy with Business Development Goals” – we promise two hours of interactive, useful takeaways for marketers of all levels and firm sizes.
46 Tips on What NOT to Do on LinkedIn
There are countless articles on best practices and tips for what to do on LinkedIn (including quite a few by yours truly), but I wanted to focus on what not to do on the platform because I see so many LinkedIn users – who are often very successful business professionals – make the same mistakes over and over again. I thought I would jot down a quick list of what not to do on LinkedIn in the hopes that it would prevent future gaffes on the platform. So many people set up LinkedIn profiles but don’t really know what to do with them. In some ways, I think it’s more important to know what not to do on LinkedIn. It’s never too soon or late to start learning how to use LinkedIn to build your professional brand!