I am bringing this year’s 12 Days of Social & Digital Media to a close with many emotions. I have been a co-chair of the Social Media SIG, now called the Social & Digital Media SIG, since its inception six years ago. I have been proud to help my co-chairs bring knowledge and programming to our members that back then was new, and that is now evolving and becoming more sophisticated.
This year the SIG began its transition to LMA’s normal committee structure, moving from our five-person group of co-chairs to two co-chairs. We chose a small committee to work with to continue to bring programming to you. That transition also means one co-chair needs to rotate off each year. That means that next year, I will likely go through major withdrawal as I will not be a Social & Digital Media SIG leader for the first time in 6 years. Trust me, that will be difficult as this subject matter is a large part of what I teach and care about every day of my life, but I have no doubt we will all be in good hands as Stefanie Knapp and Karen Cariello will be co-chairing this SIG next year, and will take it to even greater heights.
I am also very proud of our guest authors this year because they have offered interesting, innovative, and valuable thoughts and advice to you that should help you make sense out of social and digital media. They have provided advice similar to what I would give you, and that is to not ignore video and the platforms that enable both recorded and livestreaming video.
Video and Livestreaming
In the past few weeks, we have seen Twitter launch live video from within its platform, Instagram Live has burst on to the scene, Facebook Livestreaming is now available not only from mobile but now desktop, and Snapchat will have to follow very soon with their own livestreaming service. LinkedIn launched video a few months ago, but it needs to evolve quite a bit before I get excited about it as it is not what I want to see for my clients. Google Hangouts has transitioned to YouTube Live, another platform for you to be aware of for your attorneys. Facebook also just announced livestream audio this week, so stay tuned to the ability to produce live podcasts very soon.
I also suggest that you think about ways your firm and your attorneys can engage in storytelling. There is now an insatiable appetite for a glimpse into the minds of others these days, and to be able to look into the digital eyeballs of those we do business with, watching, listening to, and learning what makes them unique. As far-fetched as you might find Snapchat, the short video clips and photos shared there, as well as what is being shared in Instagram Stories and now Instagram Live, are merely stories being told, broken up into tiny bits that are then woven together by the viewer to learn more about the person they are following. These platforms, and others mentioned in this post, help accelerate the ability to develop relationships with others, which is critical to the way professionals do business.
Living In Exciting Times
LMA members are an incredibly smart group of marketers who are truly interested in growing, learning, helping, and accepting the change that is upon us. We are living in one of the most exciting times I have ever experienced as a businessperson and marketer, where the tools, tactics, and options are more numerous than ever. We have more opportunities to take control and help our attorneys stand out without waiting for someone else to tell their story. We have become media companies overnight, which is amazing. I find I can’t get enough of it, and strive to learn as much as possible to do my part to help you make sense of it.
I Leave You With 4 Thoughts:
I urge you to continue rising to the occasion and to always try to learn what is necessary to stay vital in this digital age. That doesn’t always mean becoming experts in your own right, but to know where to turn when you want to help your firms. Being a member of this SIG can help facilitate that.
Remember that we are marketers and businesspeople first. Business planning and strategy will always come first, and that will drive the use of all tactics, including social and digital. Demonstrate your business acumen by being leaders in strategy first, then show how that strategy can best be fulfilled by integrating all tools that make sense.
Take risks…not ethical ones, but risks that involve trying new tools and new approaches. Don’t sit back and wait for examples from other firms. Be bold and seek out ways to use these tools to help your attorneys stand out from the competition. Find ways to help them move past their fear of failure.
Use social and digital to get closer to your clients, influencers, and prospects.
Learn how to use:
- Online advertising and promotion
- Marketing automation
- …and other digital tools to increase your reach and influence, but never forget the power of the written and spoken word to close the gap between you and your next client. Integrate all of these tools into an omnichannel marketing strategy that will showcase what your firm and attorneys do in order to help your clients and prospects at each stage of their buying cycle.
Ask questions. There are many of us who are a phone call, text, video call, chat, or email away should you need help thinking through what you are seeing happen in the digital space. Don’t be afraid of being wrong. Be afraid of not asking, which is much more dangerous.
Thanks to all of you for reading these 12 Days posts, and for your involvement in the SIG. It has been an honor and a privilege to serve you for six years. I’m not going away. In fact, I have very exciting plans to use social and digital to stay in even closer touch with you. It just won’t be as a co-chair of this SIG next year.
Thanks to Jessica Aries, Stefanie Knapp, Jacqueline Madarang and Roy Sexton for your leadership in this SIG this year. I look forward to continuing to lend my hands, heart, knowledge, and voice in any way that might be helpful.
Here’s to a great 2016 and to exciting developments in 2017!
ABOUT nancy myrland
Nancy Myrland is a Marketing & Business Planning Consultant, as well as a Content, Social & Digital Media Speaker, Trainer & Advisor, helping lawyers and legal marketers grow by integrating all marketing disciplines. She is a frequent LinkedIn, Twitter & Facebook trainer, as well as a content marketing specialist. She helps lawyers and legal marketers understand how to make their marketing and business development efforts more relevant to their current and potential clients, and helps lead firms through their online digital strategy when dealing with high-stakes, visible cases. As an early and constant adopter of social and digital technology, she also helps firms with blogging, podcasts, video marketing and livestreaming.
She can be reached via email here, or firstname.lastname@example.org
In case you missed it:
Save The Date!
Save the date for Tuesday, January 17, 1 PM CT/ 2 PM ET as the Social & Digital Media SIG is kicking off the new year by tackling an important issue. "Conquering the Generational Content Divide: What You Need to Know to Reach All Generations with Your Digital Content," with presenters Molly Miller, Chief Content Officer, ALM, Helen Bertelli, Vice President, Infinite Global Consulting, and new Social & Digital Media SIG co-chair, Karen Cariello, Vice President, JD Supra. Register early so you can get this important webinar on your calendar!