1. Presents
A Social Media Marketing Framework
For

2. Why Social Media?
 It’s where your markets are conversing
 Establish yourself as a trusted participant in these
conversations.
 Search engine rankings
 Social media profiles not only add high quality pages
to your search engine results page, social media links
are a primary factor in search engine rankings.

3. Why Social Media?

4. Our Program Outline for PKC
 Compliance: Creation of Social Media Policy
and Training Against the Policy;
 Development of Strategic Marketing
Framework;
 Social Media Training & Consulting.

5. Compliance
Creation of Social Media
Policy, Training, and Archiving

6. Compliance Guidelines to
Consider
 No improper soliciting and anything that could be
considered advertising must have disclaimer;
 No false or misleading information;
 No confidential information;
 Don’t create attorney/client relationship;
 No ex-parte communications;
 No improper contact with parties:
 opposing parties or attorneys in cases;
 Judges!
 Jury members!
 Don’t discuss cases online!

7. Compliance
 Disclaimers -
http://www.nixonpeabody.com/disclaimer.as
p

8. Compliance: ABA Model Rules
 1.6 – Confidentiality;
 4.2 - Communication With Person Represented by
Counsel;
 7.1 - Communications Concerning a Lawyer’s
Services;
 7.2 - Advertising (don’t pay for LinkedIn
recommendations!);
 7.3 - Direct Contact With Prospective Clients
(soliciting);
 8.3 - Reporting Professional Misconduct (you can
be reported for social media violations);
 8.4 – Misconduct.

9. Compliance: You Need a Written
Policy!
 We will work with you to create a written
policy;
 We will help train participating employees
against the policy;
 All participating employees will sign off on the
policy;
 We can provide a turnkey archiving solution.

10. Social Media Marketing
Strategies

11. Social Media Strategies
 Relay Station will develop a strategic
framework for PKC;
 We can execute comprehensive content
dissemination;
 Law is a highly specialized field –
 Many social tactics will be more effective with
active participation of PKC attorneys;
 Who’s going to Tweet?

12. Social Media Strategy
Objective: Attain new clients and
increase business with existing
clients

13. Social Media Goals:
 Generate leads;
 Network and relationship building;
 Showcase your expertise and experience;
 Engage with relevant communities:
legal, business, government, and consumer;
 Gather Intelligence:
 information to support your work;
 competitive/market intelligence;
 Get and promote speaking engagements and
media;
 Search Engine Rankings and branding;
 Increase traffic.

14. Social Media Strategies: Gathering
Intelligence - Listening!
 Monitor the web for discussions relevant to
PKC practice areas:
 Blogs;
 LinkedIn;
 Twitter;
 Legal social media sites;
 Facebook and Google + (to a lesser extent).
*** PKC participation point: To what extent can
PKC help select content sources, filter
content, and review weekly?

15. Social Media Strategies:
Blogging
 The essential cornerstone of your social media and content
strategy, you social media hub!
 http://www.bakerlaw.com/news/blogs/
 Build a blog into your website;
 2 - 4 blog posts/week on topics relevant to PKC practice
areas;
 www.asylumist.com;
 Post all articles and publications to your blog;
 Syndicate all blog posts across the social web.
*** PKC participation point: To what extent can PKC
produce blog posts? (We can provide estimates for
ghost writers).

16. Social Media Strategies: Blog
Commenting
 Comment on 2 – 4 outside blog posts per
week;
 We will provide guidance as to posting
opportunities.
*** PKC participation point: To what extent
can PKC post comments on blogs?

17. Social Media Strategies:
LinkedIn
 The most important network for law firm
marketing, consider these 2010 stats:
 78% of lawyers have joined a social network;
 71% of in-house counsel use LinkedIn;
 2.25 million lawyers have LinkedIn profiles!

20. LinkedIn Objectives
 In-person meetings!
 Skype and phone calls!

21. LinkedIn Strategies
 Build optimized profiles for several PKC attorneys
and get connections;
 Get Recommendations:
 Consider and choose what you want to be
recommended for;
 Decide who to ask;
 Tell them what to say;
 Use keywords and bullet points.
 Content:
 Post all blog posts, events, seminars and publications
across all LinkedIn profiles.

22. LinkedIn Strategies
 Groups:
 Research relevant groups;
 Join local groups with meetings!!!
 Start discussions!
 Ask questions!
 Target and contact:
 Use advanced search: i.e. “council” at “commercial
real estate” or “specific targeted company”;
 Click on their profile, join their groups, add as
connection!
 Use LinkedIn apps, add blog posts to your profile;
 Join American Corporate Council Group, and local
chapters....

23. LinkedIn Strategies
 Add all events, speaking engagements,
webinars, etc.;
 Use LinkedIn Answers:
 You can use questions to message all your
connections;
 It’s good to answer questions!

24. LinkedIn Strategies
We will:
 Optimize existing profiles;
 Create new optimized profiles;
 Provide regular strategic guidance.
PKC participation point: To what extent can
PKC engage in LinkedIn conversations and
networking on a weekly basis?

25. Social Media Strategies: Twitter
Why Twitter?
 Engage with existing and potential clients;
 Disseminate content, create links – reporters
monitor Twitter, ask Jason!
 Build communities;
 Real time research: Monitor what people are
saying about your firm and your practice areas;
 200 million tweets/day!
 More than one million Twitter Apps!
 Twitter as a customer service tool (DMs).

26. Twitter Strategies
 A Twitter strategy to gather intelligence, drive
traffic, and generate leads:
 Search Twitter and monitor keyword streams
related to your marketing targets;
 Develop lists of relevant influencers;
 Answer questions;
 Ask questions;
 Retweet;
 Comment;
 Tweet PKC content!

27. Twitter Strategies
PKC participation point: To what extent can
PKC engage in Twitter strategies, ask and
answer questions, and tweet interesting
information?

28. Social Media Strategies:
Facebook
 The largest social network, near 700 million
users!
 Generate brand awareness and loyalty;
 Reinforce customer loyalty and leadership
position in your practice areas;
 Facebook likes and recommendations are
better than advertising;
 Requires diligence, many pitfalls for lawyers….
Be careful friending judges….

29. Facebook Strategies
 Build up PKC Facebook page;
 Get likes (especially from clients and your
professional networks);
 Post comments, blog posts, and other useful
information;
 Get recommendations from clients;
 Post comments from the Facebook page;
 Post content to PKC attorney profile pages.

30. Social Media Marketing
Training and Consulting

31. Social Media Training &
Consulting
We will provide social media training and ongoing consulting that will
enable PKC to execute the social media strategies presented:
 LinkedIn - Optimizing profiles, getting recommendations, engaging
targets, using Groups and Answers;
 Twitter - Searching and monitoring Twitter, building and using lists,
optimizing your Tweets for maximum impact;
 Facebook – Building an engaging Facebook presence, attracting
likes, generating content to Facebook, engaging with communities.
 Blogger outreach - Developing blog lists, and comment posting
strategies;
 Content strategies - Developing engaging and effective content for
use in social media;
 Regular consulting sessions - to answer questions and suggest
tactics.

32. Reporting and Analytics
 Monthly Activity Reports;
 Google Analytics;
 SEO and Social Media Reporting with Raven
Tools.