Your Social Media Marketing Action Plan for the New Year | JD Supra Perspectives


At this time, social media success is a lot greater than measuring your likes, feedback and shares. It’s about the true return on funding of your technique and ways.

With the brand new yr quick approaching, take the time throughout the quieter days of December to map out a social media advertising and marketing plan for 2020 with a listing of ways and targets which can be truly attainable.

Social media is a good way to construct your model, improve your skilled community and hopefully herald new enterprise and leads (the last word purpose of social media advertising and marketing). Social media allows you to turn into a thought chief, add further persona to your skilled model and work, and to make connections who’re engaged and can typically in time, belief what you say and can pay attention if you share data.

Suppose massive image

Working with agency leaders, the advertising and marketing crew, and different key stakeholders, spend the time to develop an total strategic social media plan on your agency specializing in key areas of progress, key practices and industries, goal shoppers and extra.

…give attention to key areas of progress, key practices and industries

This would be the overarching marketing strategy and editorial calendar to allow your agency and attorneys acquire higher market share and model consciousness utilizing social media and content material.

Construct a robust LinkedIn profile

Everyone seems to be utilizing Google for analysis functions and your LinkedIn profile will come up as the primary or second search end result, underscoring its significance. With out a robust profile, or no profile in any respect, you’ll look behind the occasions and in addition you’ll be at an obstacle to your friends who’re successfully utilizing LinkedIn to community and construct their e-book of enterprise.

For extra on tips on how to construct a robust LinkedIn profile, see my JD Supra article, LinkedIn 101: Tips on how to Grasp Profile Fundamentals & Construct Your Skilled Model.

At all times embody a picture together with your social media publish

It’s best to by no means publish something to social media with out an accompanying picture. Why? Photos drastically enhance engagement in your posts, they assist to seize the eye of your viewers as they scroll by their feeds and so they can deliver your content material – particularly dry content material – to life. That being mentioned, the pictures ought to be related to your content material, embody your branding and use photographs or different visually arresting parts, corresponding to icons, massive numbers/callouts and inventory photographs. is my go-to on-line useful resource in relation to simply and inexpensively creating social media photographs – the very best half is that you just don’t should be a graphic designer to make use of the positioning – it’s for non-designers who need to take their inventive parts to the following degree.

Go the place your shoppers are

It’s actually easy to determine the place to focus your social media efforts – solely go the place your shoppers and different goal audiences are, and grasp these key platforms moderately than making an attempt to be on each platform and doing a mediocre job on them.

I’m typically requested about whether or not a agency or a lawyer wants an Instagram web page – it is dependent upon who you are attempting to achieve and the messages you’re making an attempt to convey (learn my JD Supra article on Instagram for extra on this matter).

LinkedIn is crucial community to be on for all regulation companies (no matter dimension) as a result of your shoppers are on it, and so they need to see who who they know (first and second diploma connections). LinkedIn is how enterprise professionals conduct aggressive intelligence, reconnect with contacts and construct their model as a thought chief (posting content material and being repeatedly seen).

As for Twitter, many companies do have an lively Twitter presence and the variety of followers they’ve varies as does their ranges of engagement. My recommendation right here is to have a Twitter presence in the event you see your rivals on the platform and in case your shoppers are utilizing it. My private opinion is that almost all attorneys don’t should be lively on Twitter except it is smart for his or her apply/model otherwise you get pleasure from utilizing it as a information aggregator. That being mentioned, I’d warning Twitter customers to not combine their private pursuits with their skilled pursuits (for instance, don’t publish about sports activities or politics) as a result of all the pieces about you and your model displays to others who you’re.

When doubtful, simply don’t publish it – and that goes for all social media platforms.

Keep in mind that one dimension doesn’t match all

Every platform is completely different, with a novel voice, and the language you employ to publish ought to be tailor-made accordingly. Customise the anchor textual content for every publish on every medium (in different phrases: do not share the identical teaser/intro textual content on LinkedIn, Twitter, Fb and Instagram).

Taking the time to do that will improve the effectiveness of your social media presence and make you and your agency seem social media savvy versus extra like an automatic machine.

Solely publish content material of worth to your viewers

The content material you publish to your social channels ought to all the time be worth added and useful, even if you’re going through pressures to publish “fluff” content material that appears overly boastful. Every thing will be recast to place the shopper first – and in the event you step into their sneakers and undertake a client-centric mentality to your social media and content material advertising and marketing efforts, you’ll all the time be on the precise path.

Each time you publish an merchandise to social media, you’re placing your model ahead from an organization and lawyer perspective. Each publish is an expertise and a touchpoint – social media posts assist preserve your agency and attorneys high of thoughts with audiences. So use your posts correctly to convey key data – corresponding to thought management, information in regards to the agency and shopper successes.

At all times present versus inform and undertake a client-centric mindset to your posts. For those who can’t rapidly reply how a publish can profit your target market, don’t publish it. You need to be seen as a go-to useful resource with priceless data.

Discover ways to successfully use hashtags

Hashtags have turn into extra necessary since LinkedIn made them a part of their search algorithm. You’ll need to publish no less than three related hashtags in your LinkedIn posts. On Instagram, your content material received’t be discovered with out hashtags (embody them within the first touch upon the web page for greater searchability and to make the captions look much less spammy). On Twitter, your content material will likely be effective with out hashtags as a result of the platform picks up phrases in your posts in its search however 2-Three hashtags definitely received’t harm your visibility.

Phrase to the smart: embrace the facility of hashtags however don’t overuse them and don’t use hashtags which can be too particular or too common or make up your personal. On-line instruments corresponding to Ritetag and Hashtagifyme can assist you establish the very best hashtags to make use of with a publish without spending a dime so use them to your profit.

Incorporate new media into your social technique

Movies and podcasts are a good way on your goal audiences to interact together with your content material. Podcasts particularly do properly with resolution makers and out of doors counsel due to their “portability” – which means you possibly can hearken to a podcast whereas commuting, figuring out or throughout downtime – making them very highly effective methods to achieve your community.

That being mentioned, you don’t have to spend money on a elaborate in-house studio to do movies or podcasts properly – a laptop computer, smartphone and internet conferencing capabilities are sometimes all you want (keep tuned for a future article on this!).

Share your successes however don’t overshare (and unfold the like to high shoppers/contacts)

What I imply by that is to all the time use the “humblebrag” strategy if you publish objects about your self – don’t appear overly self-congratulatory about your successes or your community will be turned off and will even unsubscribe out of your posts. As a substitute speak about how the merchandise at hand is helpful/useful to them. Downplay your success whereas being useful. Point out others who maybe additionally received an award that you just did or helped you write an article or helped you to get the place you’re.

At all times suppose present versus inform in your entire posts, which means how can I display that I’m the easiest lawyer or we’re the easiest agency versus telling your viewers this data.

As well as, dedicate a few of your posts to the successes of your shoppers and necessary contacts – it will strengthen your relationships with these people and so they might return the favor down the road to you when you’ve an accomplishment.

Social media success is basically about mutual reciprocity.

Schedule your posts for the precise time

Instruments corresponding to Hootsuite, Clearview Social, Buffer and Tweetdeck allow you to schedule posts, use columns to trace lists or particular hashtags. You’ll need to time your posts for when you’ve a captive, most viewers – that is throughout commuting occasions within the morning and night in addition to throughout lunch when workers are seemingly browsing the net.

Weekends are typically dangerous occasions to publish enterprise content material, and posts created on Monday and Friday get much less engagement than these posted on different workdays.

Have interaction your workers to make use of social media

When your workers are related to your community (on LinkedIn everybody who’s presently employed by your agency is added as a follower of your organization web page) and actively interact together with your content material, you’ll drastically enhance the attain of your posts.

Use LinkedIn’s analytics to your benefit

LinkedIn gives a treasure trove of analytics and statistics that can allow you to refine your social media technique. Research them typically together with your Google analytics and e mail advertising and marketing stats to assist information future content material. As a LinkedIn firm administrator, you’ll be capable to see the posts that did properly and people didn’t, the composition of your followers and far more.

When you’ve got a premium or paid LinkedIn account, you’ll be capable to use useful aggressive intelligence instruments corresponding to who has seen your profile and get extra strong statistics on the success of your posts. Twitter has strong stats as properly – in the event you’re not utilizing analytics to refine your social technique you’re posting content material at the hours of darkness.

Create a job posting for LinkedIn

Posting job openings in your LinkedIn firm web page can present your group with extra visibility, offer you entry to a bigger candidate pool and supply reinforcement that your organization is doing properly and rising. Simply be sure that your workers additionally share these job postings on LinkedIn to their private networks so that you just enhance engagement and your candidate pool by tapping into who they know.

Add your LinkedIn firm web page and private URL to your e mail signature

Your e mail signature is a really seen and terrific technique to model your organization and your self. Reap the benefits of it – it is going to be on each e mail you ship and obtain and what higher technique to get hold of extra visibility?

I hope I’ve given you some concepts for enhancing your social media efforts. There’s no time like the current to start out planning for the brand new yr – glad posting and glad holidays!


[Stefanie Marrone helps regulation companies successfully inform their tales and discover their distinctive voices. During the last 17 years, she has labored with a few of the most distinguished and modern regulation companies on the planet, growing and executing world income producing enterprise growth and communications methods, together with media relations, branding, and multichannel content material advertising and marketing and social media campaigns. She may be very enthusiastic about utilizing social media for lead technology and model constructing. She has a various vary of expertise in each Large Legislation and mid-size/small-law companies. Join together with her on LinkedIn and comply with her newest writing on JD Supra in addition to her weblog The Social Media Butterfly

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