While some law firms have seemingly limitless finances for putting together lavish marketing campaigns and networking events, others are working with much less—and many times it’s managed by a single person.
At the end of the day, it’s about more than just clicks. If your legal marketing and digital communications aren’t reaching their desired audience, it doesn’t matter how many people view them. In speaking with us as part of LXBN TV’s coverage of the 2014 LMA Annual Conference, Dechert LLP Public Relations and Social Media Manager Peggy Heffner shares her thoughts on why it’s better to be strategic than try to go viral.
Technology, in many industries, can go a long way in leveling the playing field between competitors with varying levels of resources. The same holds true in law, where technological tools like webinars and email newsletters can keep them top of mind with general counsel.
One of the biggest traps law firms—or really, anyone—falls into with social media is the belief that the tool is best used to broadcast your message out there. To put it plainly, it isn’t about getting the most followers or friends and then hitting them with as much content as you can. Instead, this is a conversation.
It’s the place no law firm wants to be – the middle of a media fallout. Whether it’s dealing with pushy reporters or answering tough questions about a client, Chris Till, director of communications at Venable, gives advice at LMA 14 on what frame of mind public relations and communication specialists should have when dealing with the worst.
Not on social media? It’s time for more law firms to join Twitter, Facebook and other networks even though early adoption has been slow. Anna Stevens, director of marketing at Gaslowitz Frankel, discusses the benefits of marketers taking their firm social and how it aids their on-going efforts.
There’s no one-size-fits-all communication strategy for law firms, especially as younger lawyers enter the field. Gina Rubel, CEO of Furia Rubel Communication, gives a glimpse of her discussion at the LMA annual conference on the importance of legal marketers understanding emotional intelligence and the differences between generations of lawyers.
There’s no doubt: using social media can lead to meaningful professionally-beneficial relationships. But while you can get to know someone surprisingly well through tweets, Facebook statuses of LinkedIn updates—it’s good to have a real-world refresher with these people you talk to everyday. And for the legal marketing community, that’s exactly what the 2014 Legal Marketing Annual Conference provides.
Technology is constantly changing, and constantly pushing things forward—quite possibly, nothing more-so than the world of marketing. And, certainly, the world of legal marketing has seen as much change as any. But as much as some things change, others always stay the same—like the fact that getting good work as a lawyer will always be about relationships.
Those who don’t use social media regularly often times dismiss its potential. After all, it’s impossible to see it’s real-world effects, particularly with regards to relationship-building, if you’re not using. Well, what better time to start—to give it an honest try—than at a conference.