Know Your Audience

We've made it to the 12th Day of Social & Digital Media! On behalf of my Co-Chair Jennifer Simpson Carr, thank you to all of our contributors for sharing their time and insights with us this year.

We also thank all of you for following along. We hope you found this content valuable as you think about your strategy for 2019. If you missed any of our posts, scroll to the bottom for links to the previous 11 Days of Social & Digital Media.

What is on the list of your top priorities in social and digital media for 2019?

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In 2019, I want to focus more on our audience - who are they, how do they find us, how do they engage with us, and how do we continue to reach them.

We've been talking for many years about information overload and  how best to position our content to rise above all the "noise." While that continues to be an issue, I'm starting to see that we are having trouble even making it into the fray. With an increase in policies, like GDPR, and companies focused on security, just getting into a prospect's (or even a client's) inbox is becoming a challenge. Soft bounces are increasing, engagement is decreasing, and we're left trying to explain to our attorneys why their client didn't get the last alert we wrote, or worse, the invitation to our big event.

In 2019, I plan to go back to the beginning and examine who we are trying to reach. Are we getting through to them? If not, are there technical problems we can fix? Let's start over with our email templates and optimize them the best we can to make it past spam filters and get them opened.

If our contacts are not engaging with us, is it because we're not sending them relevant information? Let's reach out and ask them what types of content they want from us. Maybe they prefer to read our blog  or watch our videos and no longer want to receive our emails.

If a contact that used to be engaged with our content isn't now, what changed? Maybe they switched jobs and their content needs have changed. We should ask them!

I've heard recently, well if want to continue to reach them, maybe we need to go back to sending hard copies. [Insert exasperated emoji here.] We've come too far to go back. We need to spend the time to really analyze the issues and find good digital solutions. We also need to bring the attorneys along in this process. Educate them about how it works, what the metrics mean, and what the implications will be if we don't change.

What is one resource you recommend to legal marketers who want to learn more about social and digital media?

My favorite resource for many years has been HubSpot Academy. They provide FREE online training courses on a variety of topics, educational blogs, and even certification programs. You don't have to be a HubSpot user to get the most out of it. Many of their courses are more general in nature - Developing a Social Media Strategy, The Power of Storytelling in Content Marketing, Easy Steps for Creating Your Own Compelling Visuals, etc.  The video lessons usually contain several parts followed by a quiz. They are always adding new content and trainings. It is a great way to stay on top of the latest trends in social and digital media.

The end of our 12 Days of Social & Digital Media also marks the end of my two-year stint as co-chair of this SIG. It's been my honor to serve you all. Thank you to Jennifer and Karen Cariello, my co-chair in 2017, for your amazing leadership and friendship.


ABOUT  Stefanie Knapp

Stefanie Knapp is the senior digital marketing manager for Allen Matkins, a California-based law firm serving the real estate industry. Stefanie manages the firm's digital communications initiatives, including the firm's website, videos, email marketing, and social media campaigns. Prior to joining the legal marketing profession, Stefanie was an award-winning reporter and editor at the Los Angeles Daily Journal. She currently serves as the Co-Chair of the Legal Marketing Association's Social & Digital Media Shared Interest Group, and as the immediate past chair for the Southern California Local Group.

In case you missed it:

The 1st Day of Social & Digital media, featuring Jennifer Simpson Carr of Knapp Marketing

The 2nd Day of Social & Digital Media, featuring Meghan Spralding of Miller Nash Graham & Dunn

The 3rd Day of Social & Digital Media, featuring Laura Toledo of Nilan Johnson Lewis PA

The 4th Day of Social & Digital Media, featuring  Walter D. McCorkle of  Bradley Arant Boult Cummings

The 5th Day of Social & Digital Media, featuring Olivia Rubio-Finn of Deborah Gaines Associates

The 6th Day of Social & Digital Media, featuring Madison Minner of Newmeyer & Dillion

The 7th Day of Social & Digital Media, featuring Clayton Dodds of Brewer Offord & Pedersen LLP

The 8th Day of Social & Digital Media, featuring Alaina Blekicki of Lowenstein Sandler

The 9th Day of Social & Digital Media, featuring Adrian Lurrsen of JD Supra

The 10th Day of Social & Digital Media, featuring Jaron Rubenstein of RubyLaw

The 11th Day of Social & Digital Media, featuring Stefanie Marrone of Tarter Krinsky & Drogin LLP

Be on the lookout!

The Social & Digital Media SIG is excited to host a cocktail meetup at the Annual Conference in 2019. Details to come.

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