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Social Media Marketing for Law Firms

Social Media Marketing for Law Firms

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Published by Ark Group
An excellent new publication on understanding and implementing social media strategies within law firms to gain new clients, strengthen relationships and seek out new business opportunities.
An excellent new publication on understanding and implementing social media strategies within law firms to gain new clients, strengthen relationships and seek out new business opportunities.

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Published by: Ark Group on Sep 21, 2011
Copyright:Attribution Non-commercial

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03/25/2013

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DaviD LauD
Social Media Marketingfor Law Firms
in association withPubLisheD by 
 
Contents
iii
Contents
Executive summary ............................................................................................................VII About the author................................................................................................................IX Acknowledgements ............................................................................................................XIForeword .........................................................................................................................XIIIPart One: Introducing social media as a marketing tool for lawyersChapter 1: Social media – Where do you start? .................................................................3
Socia media patforms expained ..........................................................................................3In the beginning... ...............................................................................................................3Technoogy ...........................................................................................................................7Web 2.0 ..............................................................................................................................8Statistics .............................................................................................................................10Behaiour ...........................................................................................................................11Trends ................................................................................................................................15
Chapter 2: The importance of social media for law firms ..................................................21
The changing patterns of cient communication and interaction ..............................................21Exampes of other sectors’ usage of socia media ..................................................................22Commercia and priate cient scenarios ...............................................................................25Profies, networks, circes, groups, friends and foowers .........................................................28
Chapter 3: Taking a strategic approach with social media ................................................33
Reiewing your business pan ...............................................................................................33 Assembing a socia media team ..........................................................................................34Goa setting .......................................................................................................................36 A socia media pan to succeed ...........................................................................................38Impementation of the pan ..................................................................................................38Choosing the right patform(s) ..............................................................................................40Impementation phases ........................................................................................................41Marketing pick and mix .......................................................................................................43
 
Contents
iv
Chapter 4: Measuring social media success ......................................................................45
What does socia media success ook and fee ike? ..............................................................45Toos ..................................................................................................................................46Reporting and communication .............................................................................................48
Chapter 5: Managing the risks of social media usage .......................................................51
Risk and reputation .............................................................................................................51Staff engagement ................................................................................................................53Guideines..........................................................................................................................54 An exampe communications and equipment poicy ...............................................................57
Chapter 6: Putting plans into practice ...............................................................................67
Step by step ........................................................................................................................67Obstaces to success ...........................................................................................................69Time and team management ..............................................................................................72It’s time for action ...............................................................................................................73
Chapter 7: The future ......................................................................................................75
Smartphone apps ................................................................................................................75
Part Two: Case studiesCase study 1: Samuel Phillips Law Firm
................................................................................
79
Socia media and Samue Phiips .........................................................................................79
Case study 2: Carter Backer Winter ..................................................................................83
Definition of the probem .....................................................................................................83Research and competitor reiew ...........................................................................................83What we changed ...............................................................................................................83Resuts ...............................................................................................................................84
Case study 3: Morton Fraser LLP ......................................................................................85Case Study 4: Doyle Raizner LLP ......................................................................................87
Use of socia media ............................................................................................................87Effectie steps in using socia media .....................................................................................88
Case study 5: Womble Carlyle Sandridge & Rice, PLLC
........................................................
91
Our firm’s structure and markets ..........................................................................................91Oeriew of socia media strategy ........................................................................................91 Actiities taken and outcomes ..............................................................................................91The pace of socia media in our practice .............................................................................93

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