On the eighth day, Kim Lyons of Holland & Knight LLP provides great tips for maximizing LinkedIn and shares more about a recent firm campaign, #BeAnAlly.
What ARE YOUR TOP TIPS FOR COMMUNICATING THE VALUE OF DIGITAL & SOCIAL MEDIA IN OR TO LAW FIRMS?
It might break the stereotypical perception of lawyers, but I find a lot of lawyers are very humble and reluctant to participate in what they feel is self-congratulatory posting on social media, and who can blame them? What law firms and attorneys need to know is that if done right, using social media in a way that is interesting and consistent can provide real value with client facing visibility. Our clients, prospects, peers and referral sources are constantly being bombarded with digital information. In order for law firms to be competitive and for attorneys to stand out as thought leaders, they should be present, visible and engaging on social media. In particular, attorneys should be interfacing with contacts on LinkedIn.
When someone connects with you on LinkedIn you are engaging in what is called permissive marketing. In this permissive exchange we decide that by connecting with this person, we want to see them posting content. When I am coaching my associates I always describe legal marketing as two buckets that need to be filled, one is for external marketing efforts and one is for internal. One of the great benefits of attorney engagement on platforms such as LinkedIn and Twitter is that attorneys can become more visible as thought leaders within an organization, and also externally. To top it off, using basic LinkedIn is completely free, which is music to any marketing manager or CMO’s ears. My advice to the reluctant attorney is to start small, be yourself, be strategic, and be consistent. Sit down with your marketing leadership and learn about what kind of content you should post, and when to post it. Be judicious in who you connect with, but get your contact list above 500 people so that you will appear in more search results or gain Search Engine Optimization (SEO) ranking points. Last, engage with your LinkedIn contacts by leaving thoughtful comments on their posts and you will likely see an increase of engagement on your own posts. The true value of participating on social media platforms such as LinkedIn then follows as being seen consistently as a connected thought leader in your industry.
WHAT DIGITAL OR SOCIAL MEDIA CAMPAIGN/EFFORT ARE YOU MOST PROUD OF AND WHY?
One of the recent social media campaigns I am most proud of started very organically in our LA office during planning before Pride Week. We were brainstorming ways to celebrate our local diversity committee initiatives, one of which was being an ally to diversity. After reaching out to our firm wide affinity groups we found other people across the firm who were also genuinely interested in our idea. Support and momentum for our campaign picked up, and very quickly this local initiative became a national project where we launched a social media campaign called #BeAnAlly. During this week long diversity initiative our staff and attorneys took personal pledges on ways in which they would educate themselves to become better allies to diversity. A photo booth was set up to document the pledges, which were then shared on social media with the hashtag #BeAnAlly. The reason this campaign meant so much to me is that it was so organic and authentic. The genesis of this campaign was based on what people at our firm care about, and I would like to believe this authenticity was felt by people who witnessed the campaign. In addition to spreading the word on our social media platforms, a partner in our LA office hosted a roundtable discussion on how to better be an ally to diversity, and a group of us watched a documentary on the Stonewall riots. Our firm found this to be such a moving experience that we plan to observe diversity week again next year. As I like to say on LinkedIn, stay tuned!
ABOUT KIM LYONS
Kim Lyons is an experienced legal marketer for the AMLAW 200 law firm Holland & Knight where she manages area development for the firm’s West Coast offices which include Portland, San Francisco and Los Angeles. With almost 10,000 LinkedIn followers, Kim is passionate about social media marketing. When she is not in the office or posting content on LinkedIn Kim spends her time with her 3 teenagers, or surfing in the Pacific Ocean.
In case you missed it:
Please join us on Thursday, December 19th for our final webinar of the year, "Looking Ahead to 2020: What's to Come in Social & Digital Media." During this program, three of our 12 Days contributors will discuss trends, lessons learned, and predictions for 2020.