Archive for the ‘ Social Media ’ Category

3 reasons lawyers should “post” to LinkedIn

LinkedIn recently rolled out their new “publishing” feature. It’s pretty interesting, and definitely something to explore. It is not designed to take the place of blogging, but can be a great middle-ground for those not quite ready to launch a blog, but have something to say, or those trying to expand their reach.

For lawyers blogging on their firm’s blogs, I highly suggest publishing to LinkedIn as well, using the “post” feature for several reasons:

  1. It will provide you more traffic to your profile.
  2. As a “post” it will remain static on your LinkedIn profile, while “updates” disappear.
  3. If you should leave your firm, the marketing department will either delete your content, or cleanse your name from your blog posts. Publishing them to LinkedIn will provide you an archive of your content.

For those currently blogging on their own sites, such as The Legal Watercooler, publishing a post on LinkedIn is another stream for your content. A stream with a large reach, lots of eyes, and analytics.

Robert Algeri over at Great Jakes recently tested it and liked the analytics: LinkedIn’s new blogging platform = massive traffic.

We’d been hearing a lot of buzz about LinkedIn’s new “Long Form Posts” blogging platform – so we decided to do a test. We uploaded a blog post entitled  The Disappearing Homepage, which had previously been published to our own blog. And within 24 hours of posting the piece, we saw massive traffic:

  • 5,400 pageviews
  • 131 LinkedIn “likes”
  • 25 comments on LinkedIn
  • Over 500 shares on LinkedIn
  • >Over 1,300 people were now “following” our content on LinkedIn
  • 21 tweets (on Twitter, an entirely separate social media platform)
  • 30 Facebook shares (again, a separate social media platform)
  • 12 Google+ shares (again, a separate social media platform)

Convinced yet? Hopefully yes.

So where is this feature located?

It’s right there on your profile page. Hidden in the “update” section.

LinkedIn Publish 1

Click on the “Create a Post” pencil, and the publishing platform with launch.

LinkedIn Publish 2

If you know how to use Word, or use any blog platform, it’s as intuitive as it can be: Just type, highlight, hyperlink, ad a graphic, and publish. It’s really that simple.

I do have one WARNING: Do not publish every post. Right now, every time someone in my network of more than 1200 connections publishes a post, I get a notification. As of today, there is no way to turn these notifications off … so until you can, you don’t want to overwhelm and annoy your connections.

So go publish a post or two, and let me know how it works for you.

 

UPDATE: LinkedIn is still rolling this out. If you don’t have the pencil, go here to sign up for an early release.

Controversial Clients and Social Media: The Donald Sterling Edition

As an LA Clippers fan, I am disheartened and disgusted by Donald Sterling, his wife, and everyone associated with the franchise who have stood by and co-signed this racist crap.

However, just as his wife is currently being represented by counsel in her attempt to retain her ownership of the team, Donald Sterling deserves the same, controversial or not.

Yet, in our social media warfare world, TMZ is reporting that eight major law firms have rejected his attempts to retain counsel. Donald Sterling is “radioactive.”

Our sources say partners in the firms feel representing Sterling would alienate both their African American clients and corporate clients that are hyper-sensitive to controversy.

One source closely connected with Sterling tells TMZ … it’s especially galling for the Clippers owner, because a number of partners in these firms have called him from time to time asking for favors, including tickets to games.

They are reporting major firms in Los Angeles and San Francisco, which brings to mind several AmLaw 100 firms who are not shy or meek when it comes to their client base.

I am sad to say this, but I told yo so.

Making the case for JD Supra, Lexology, YouTube and so on

While I might play an uber-techie at work, I really depend upon much smarter and techier people than me to make sense out of all this stuff flying at me on a daily (hourly) basis. For instance, one of my go-to smarties is Jayne Navarre for all things digital technology in the legal space.

Via a LinkedIn Group that I scan, Eric Peter Hoffman posted the following video on the new (now implemented) algorithms of Hummingbird and Penguin (sounds like a couple of Batman villains) that finally makes sense.

It is also a simple explanation as to why law firm blogs really must use the services of JD Supra, Lexology, YouTube, Wikipedia, and the like to push our content to the top search results pages. SEO alone ain’t gonna get you there alone.

Want attribution? Make it easy.

Don’t camouflage your Twitter address if you want attribution

We had an interesting conversation at the LMA Annual Conference about attribution while live-Tweeting at a conference. Nancy Myrland very nicely captures the discussion in her post, Who Said That? How to Live Tweet a Conference.

To aid attendees at our session on Generational Marketing: Strategies and tactics for engagement with Boomers, Gen Xers and Millenials, Jonathan Fitzgarrald and I deliberately included our Twitter addresses not only on the opening slide, but in the footers. (Click here for the slides)

If we wanted the attribution, we didn’t want to make you work for it.  And it worked. The Twitter thread was incredible, lots of attribution to us both. Lots of feedback. And many new followers.

I just realized today, however, that for those reading this blog and wanting to share it on Twitter, it’s not as easy to find my Twitter address for attribution.

It hit me because I was reading a post from Lloyd Pearson while on my commute this morning, Chambers USA 2014-15: Get Organized via my reader. The post was easy for me to share from my iPhone, but his Twitter address didn’t auto fill. I was about to hit the tunnel, so I sent it off without attribution. Not really like me.

I have become so accustomed when using Bitly or Tweetdeck for the app to auto fill the name, but it doesn’t do so always, making it difficult to attribute on the fly unless you already know the person’s Twitter address, or are really determined.

To make things easier, I just updated my blog image that you see on the desktop to hyperlink to my Twitter profile, and added my address in the caption, and I urge you to do the same.

And when you do the update, check your mobile app version. My image doesn’t show up, so I have updated the subtitle of my blog to include it as well.

Not as pretty, but this is about engagement, conversation, and attribution.

 

Trends in Media/Pr for Law Firms: What’s Valuable and Effective Today

Denise NixThank you to guest blogger Denise Nix, Marketing and Business Development Manager at Glaser Weil, for providing her insights into “Trends in Media/Pr for Law Firms: What’s Valuable and Effective Today” from the recent Legal Marketing Association annual conference.”


Really the only LMA session this year to focus exclusively on the PR side of marketing, the panel broke down the topics into The Good, The Bad, The Ugly and The Future.

Panelists:

Moderator:

THE GOOD – sharing good news (new hires, successful outcomes, office moves, etc.)

  • “Content is queen” because it is used to create relationships and connections, and build awareness. Scoring (measuring and weighing reach of content and what it leads to in terms of hires, matters and other opportunities – or engagement) is key. Engagement is what we create from that content. (Eleanor)
  • All firms should have media policies, written and circulated to all staff and attorneys regularly. (Kathy) Make them a part of the staff handbook. (Paul)
  • PR can be used to influence litigation (Eleanor) or create the right visuals on the courthouse steps (Lisa). Attorneys are being, and should be, proactive in how they write court documents on cases that are, or might, be followed by the media. While the attorney may not be able to comment on the case, key message points in the filing intro will get the point into the press. (Kathy)

THE BAD – handling bad news about the firm or its client

  • Have a crisis communications plan in place (Jaffe has downloadable templates on its website. ) Identify a spokesperson and practice the key message points with him or her. Keep internal staff informed – a well-written memo with your key messages is a good strategy, especially if there is a chance it may be leaked. (Kathy)
  • “Killing” a story is difficult, but can happen. Get partners involved if need-be (Lisa) or ask for a delay to at least get your message together (Kathy).

THE UGLY – surveys, directories and submissions

  • The audience groaned at this topic, but a few indicated they have received business from these.
  • Think about how to use the content in a new way once the information is published.
  • Use the information gathering step to really mine the attorneys for information about themselves and their practices to be re-purposed for other uses. Turn it into “marketing gold.” (Kathy)
  • Be strategic when dealing with the politics of who is being submitted and who is not (Susan). Be transparent with the reasons why and use as incentive for work/communication in the future (Paul).

THE FUTURE – social media

  • “Social media is the megaphone” for your content. (Kathy)
  • Social media is like winning the PR lottery – use these platforms to drive traffic to blogs, website, etc. (Eleanor)

Justin Bieber. Really?? Think before you link bait.

Swiping through my reader this morning on the train, and I was just shaking my head over the legal blog after legal blog after legal blog going on and on about Justin Bieber’s deposition.

It’s just link bait.

link·bait
ˈliNGkˌbāt/
noun
noun: link bait
  1. (on a website) content designed to attract attention and encourage those viewing it to create hyperlinks to the site, with the aim of improving the site’s position on the list of results returned by a search engine.
    “at first, he tried creating linkbait to get his site noticed”

 

Sure, I expect to see it on TMZ or Above the Law. But some of the bloggers blogging on JB are legitimate legal bloggers, not a legal gossip site (which I read, along with TMZ, every day, so not a slam at the ATL folks at all).

Other than link bait, I cannot see the connection.

I’m not bashing link baiting. I do it all the time. I have one post that many years later still gets hits because of the link bait.

I also have no regrets about link baiting to a story to gain the attention of the author or publication.

However, when I do link bait, I do so with a purpose, but hopefully with some integrity. I am usually linking to a:

  • legitimate story of the day.
  • story that fits within the theme of my blog.
  • topic that my readers will actually want to read.

I will admit, that when I am link baiting, I try to be honest about it with my readers (unlike Ellen’s product placement selfie during the Oscars). I figure I owe all of you reading this just that.

And, there are times, that I want to link to a popular story of the day, but I have to find the perfect story angle so that I can do so with integrity. I need to make the story part of my voice and the voice of this blog, my brand, so to speak. And, thereby, not insult my readers.

So, yeah. This post is a prime example of how I use link bait so that I can bring myself and my blog into a story of the day, without compromising myself, or you.

Photo courtesy of Flickr | Anita Pratanti

Social media once again reveals the a**h***s

We all have our bad days. But when your bad day ends up in the social media viral loop, or on CNN’s website, your day just went from bad to f***ed-up.

Over in my Legal Marketers Extraordinaire group on Facebook* we’re discussing the LinkedIn rejection letter that has gone viral, as well as the founder of the latest pay-to-play on-line network for lawyers. She’s a peach. I’d link to a story about her, but, if you do your own Googling, you’ll understand why I won’t.

* message me via The Legal Watercooler page the email you use for Facebook for an invite

I suppose time will answer a new age-old question to rival the chicken and the egg:

Which came first, the a**h*** or social media?

Right now I have to go with a**h***s.

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