Social Media Networks & Tools: Which Are Best for your Firm? February 25, 2015 Guy Alvarez, CEO Good2bSocial

AGENDA  Best practices social media:  The importance of content  The Big 4: -LinkedIn, Twitter, Facebook & Google+  Visual: YouTube, Instagram, Vine & Pinterest  Medium  Social media management  What is Social Media Management?  Top tools for SM management  Social media monitoring  What is Social Media Monitoring?  Top Tools for SM monitoring  Content curation  What is content curation?  Why is it important?  Tools for content curation  Social media advocacy (amplification)  What is social media advocacy?  Social media advocacy tools  Q&A

It all Starts and Ends with Content You cannot have a successful social media strategy without the right content What is the right content? – Client centric – Provides guidance or value – Non – promotional – Free of jargon – Easily consumable – Shareable – Personable

Developing a Content Marketing Plan Define your content marketing mission – Who? – What? – How will it help? Define and develop your target personas – What are the issues or problems they face? – What inspires them? – Where do they “hang out”? – How can you gain their attention & trust? Conduct a content audit Develop an editorial calendar

Using Social Media to expand reach and engagement Your site or blog TwitterGoogle+LinkedInFacebook What is wrong with this picture?

Best Practices on Social Networks: The Big 4

LinkedIn o The importance of your profile o Use Groups to extend reach and develop relationships o The new publishing platform: Pros’s & Con’s

Twitter o The art of writing tiny o Hashtags o Re-Tweets, Mentions and Favorites o Twitter Lists o Twitter Cards

Facebook Model is changing: Pay for Play Good for lawyers not Law Firms Good network to demonstrate culture: Recruiting Must have visuals

Google+ Second largest social network Very important for SEO Sophisticated and international members Fewer lawyers and law firms Communities are valuable Google Hangouts

Visual Social Networks

Why has Visual Content Become so Important? 1. Everyone’s a photographer. Taking photographs and videos has never been easier or cheaper, due to expanded ownership and use of smartphones, tablets, and digital cameras. These devices contain free or low cost applications to enhance and/or modify content quickly, without any special training. 2. Photographs and videos can be shared with a broad social media audience. With a few swipes, your photos are posted on social media. While Facebook is the largest photograph repository, there’s also Pinterest, Instagram, Vine, and Snapchat. 3. Visual content attracts attention. Humans process images 60,000 times faster than text, which makes it more memorable than audio information. Therefore, when images are broken down into small, easy-to-consume content, they break through the information clutter. *Source- Heidi Cohen & Marketo

The Benefits of Visual Content Marketing Attract a broader audience (reach) Build your firm’s brand (thought leadership) Drive revenue (new clients) Engage with: – Existing Clients – Prospects – Press – Talent (new associates & lateral hires) – Employees

What is social media management? Manage multiple social media accounts from one place Schedule posts in advance Great analytics and reporting Many tools also allow you to do social media monitoring

Tools for social media management

What is social media monitoring? Track engagement Discover influencers and trending topics Build relationships Competitive Intelligence Client service and PR

Tools for social media monitoring

What is Content Curation? “Content Curation is the practice of finding, organizing and sharing the best and most relevant content on a specific topic, rather than solely creating all content yourself.” -Pawan Deshpande, CEO of Curata

Why is content curation important?

Tools for content curation

What is social media advocacy? YOUR FIRMYOUR LAWYERS

Social media advocacy tools

Q&A

THANK YOU!! GUY ALVAREZ (973)