How lawyers use social media in 2014

©WEBER SHANDWICK 2013 All rights reserved
2014, Digital Engagement
and Lawyers

Where most lawyers go wrong on social media
 Companies thinking scheduling tweets = engagement
 Still far too much emphasis on broadcast instead of engagement
 Not replying to people
 Not starting conversations
 A lack of goals regarding online
 Trying to be conversational once a month
 A lack of showing personality
 Not looking after staff and stakeholders online
 Events not being aligned with social media
 A lack of linkbait tactics or using up to date communication styles
 A lack of planning and being too slow to respond

The biggest errors come from a lack of…
 If you plan you cannot fail
 Learn to plan so you can respond quickly
 Make sure your tweets earn their keep and are aligned with blog
posts
 Think like the school edition of the local papers
 Put your links in the right spot…

The basics…
 If on Twitter, use a tool like Hootsuite or Tweetdeck for better
engagement and monitoring
 Keep your tweets to under 120 characters so they are easy to share
 Monitor for your Twitter name and brand name
 Know what your keywords are and try to mention them in the first 100
characters of everything you do, especially blogs. SEO essential now
 Tools like Google Alerts, Google Analytics and Mention.net make life
a lot easier – and are free
 Use Facebook Power Editor for better control over Facebook Ads
 Respond quickly to people, engage lots
 Mobile is only going to continue to grow
 Bit.ly links are very useful (and you know to add a + at the end)
 You might even see Google+ as a LInkedIn – not Facebook - killer

Don’t forget the website

Your 24/7 new business developer

The biggest errors come from a lack of…

Let’s assume some basics. You all know…

New York lawyers and digital engagement
 Disappointment in Facebook – decling reach
 They see value – or can understand value – in advertising
 They know they should blog more but don’t
 Confident with video, especially YouTube, but don’t do enough of it
 Other visual mediums – Instagram, Pinterest, SnapChat – leave them
baffled
 Lack of co-ordination between comms channels and PR MarComms
 All about tablets
 They want to try and speed up response time – a blog post shouldn’t
take three weeks.
 Google+ isn’t even on the radar for most
 Huge fear over offending someone so play it safe and dull

Advertising you say?

The digital talking points in 2014
 Most firms will finally grasp digital/social media policies for staff that
go beyond the company PC
 Lots of chat around The Quantified Self – and there will be huge legal
implications around it
 More people to fundamentally fail at the basics of communication
 Remarketing ads and retargeting ads to be huge for Google
 Devices like SmartWatches and Google Glasses to create minefields
 The home and office to be more networked – NEST devices and wifi
lighting are only the beginning
 Smarter push advertising on apps like Waze – you drive near a street
with a home for sale, the SatNav tells you about it
 Far more incredible stunts – many done inexpensively
 Content will still rule the online world – especially video and text

Ahh, content…
 Use video, audio, text, visuals to
reach out to people
 Vary your platforms of
engagement
 Use tools like Piktochart and
Prezzi to make data more
interesting and visual
 Plan your content – use an
editorial calendar – and be
consistent. Podcasts every
Wednesday for example
 Vary your styles like a
newspaper – have humour

Less reliance on text…
 Content comes in more than one form
 Will always have a role to play in SEO
but people demand more now
 Use videos – long and short –
whitepapers, events, audio, staff
training, presentations – get them all
online if there’s relevance to an
audience that will see you in a positive
light
 Always err on the side of brevity
 Make sure it all loads quickly – and
make sure people can share it
 Use tools to see what works for others

Ahh, content…
#missionchristmas

Engage? Yes, we always do… on our blog
 Don’t spend all your time on
your own sites or networks
 Go out there, visit Reddit, leave
comments on other blogs, pass
on useful information to people
out there in the digital lands
 Don’t wait for people to come
to you
 At the same time, remember:
 Be relevant
 Be useful
 Be helpful

Will 2014 see better use of The 7:2:1 rule?
 For every 10 pieces of content
you post…
 7 should be non-promotional
and helpful to others
 2 can be semi-promotional
 1 can be a blatant plug
 That doesn’t mean you
abandon relevance. A
restaurant can share recipes or
cooking videos that people
want
 Accountants can share tax
advice on donations to charities

Believing Content is King

Using social for stunts but never rely on just one channel…

Going visual

ROI is hard to justify! In 2013? Really?
“Face-to-face” transaction can cost up
to £11.28 whereas an equivalent
contact centre episode expends
£6.35 yet a similar transaction online
incurs just 46 pence of cost.
Scottish Government ICT Study http://www.scotland.gov.uk/Resource/Doc/351231/0117794.pdf

Ways of judging effectiveness on the road to ROI

Thank you
Craig McGill
Digital Strategist, Scotland/Ireland
0141 333 0557
07584 385 571
@craigmcgill
@wsscotland
uk.linkedin.com/in/craigmcgill/
cmcgill@webershandwick.com

How lawyers use social media in 2014

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