![]() It can get very monotonous and dry to constantly post about your victories, events and firm news. You can demonstrate that you are a good corporate citizen and show that your firm and your lawyers have a bit of personality. Using the holidays in your social strategy is a clever way to outshine your peers. Take full advantage of the many holidays that pop up throughout the year and build them into your social media strategy.įeaturing major holidays is a no brainer, such as the upcoming Fourth of July holiday (see post idea), but lesser known holidays (more on those later) can also make for great social media posts, allowing you to showcase your uniqueness. For more ideas on implementing an evergreen content strategy at your firm, read my JD Supra article, " What to Do When You Run Out of Things to Say - Your How-To Guide to Creating an Evergreen Content Strategy." ![]() ![]() This can strengthen your brand, lead to new business and the best news – it will make your lawyers very happy. You can file this away under the “what to say when you have nothing to say” content umbrella (or your evergreen/owned media strategy). It just takes a little creativity on how to bring to life your firm’s “softer” side. I have a few tricks up my sleeve to share with you on what to do so that you always have fresh content. Incorporate holidays into your social strategy The reason for this is twofold – 1) you will help to build your brand and become seen as a subject-matter expert and 2) you will be top of mind when someone in your network has a matter that fits your background and expertise.Īll that being said, sometimes there days where you just don’t have a whole lot to say, but as we know, it’s imperative to stay on a consistent content posting schedule. And whether you are creating original content of your own or sharing others’ content, the key is to always post content that is value-added, helpful and demonstrative of your uniqueness on a consistent basis. Those of us who work at small- and mid-size firms know that it can be even harder to have something smart to say often. We all know that it’s not always easy to generate a steady stream of content (which supports the idea of staying top of mind with those contacts in your network who may need someone like you through consistent touchpoints). In addition, soft content posts can be a powerful recruiting and retention tool. soft content posts do well because they bring to life law firms and the people who work at themĪlso, your clients care about diversity, pro bono, and their community, and they want to know that their outside law firms do too. Simply put, soft content posts do well because they bring to life law firms and the people who work at them, and they demonstrate the firm as a good corporate citizen, which makes clients feel better about what they are spending on their outside counsel. For example, intersperse posts about firm life, pro bono and community service activities, as well as profiles on current lawyers and alumni, and photos from firm events depicting individuals at the firm engaging with each other socially. Showcasing the softer side of your law firm humanizes your firm and makes your lawyers more relatable. if the post doesn’t support your firm’s strategic goals, immediately abort mission.įirms should also showcase their “softer” side, which can support their business development efforts as well, because clients want to see that their outside counsel has multidimensions to their firm. Now, that being said, not every post you create should solely focus on your firm’s work and its substantive news, events and publications – that can make your firm seem dry and devoid of personality and heart. I always say that if the post doesn’t support your firm’s strategic goals, immediately abort mission. The savviest social media marketers only craft social media posts with a strategic mindset to support their firms’ and their lawyers’ business development efforts.
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