For the 2nd Day of Social Media, you get the start of a long goodbye from another of your SIG leaders (but don't worry, I still have a surprise up my sleeve for day 12, so be sure to tune in). I have the distinct pleasure of bringing you an interview from one of my very favorite people, both inside and outside social media, Jabez LeBret!
1. What's the next big thing in social media marketing for law firms in 2016?
With regards to social media, there are two major fronts for 2016: User Generated Content (UGC) and Social Media Competence. The latter has nothing to do with marketing, but the marketing department is likely going to be the one needing to develop a social media competence training program following West Virginia's opinion on Model Rule 1.1 Comment [8].
As for using social media to drive marketing, 2016 is the year of UGC. Allen Matkins' 2014 real estate survey is a starting point for what UGC can look like. Next year, we are going to see campaigns that highlight law firm's clients and are co-produced by the client and law firm. They will be focused less on the law firm's services and more so on the client's story.
2. Who do you see doing social media marketing right, and what can others learn from them?
Perkins Coie LLP is doing a lot of things right. They have taken initiative to try new channels for communication, like Periscope (live video streaming). The key is balance, and Perkins Coie does a good job of focusing first on the established social networks while still experimenting with new marketing mediums. Of course there is a lot of room for improvement with Perkins Coie's implementation, but that should not take away from the fact that they are leading the pack in their social media efforts. The biggest lessons you can learn from them is this: know each social media network's audience, focus on the major networks, and create a plan to dabble in the new networks.
3. What’s the biggest challenge for law firms trying to be active in the social media space, and how can they overcome it?
The first major hurdle is accepting that social is a pay-to-play model. The days of organic social media strategies for law firms are over. Some marketing departments are saying that Facebook doesn't work for law firms anymore. But when you ask them how much they spent per post they say nothing. Well there's your answer.
With Facebook, you get what you pay for. Social media networks are for profit companies, and that has caused a decrease in the algorithms allowing success for organic content to reach your audience.
If you want to leverage the immense opportunity for social media, then you need real budget dollars allocated to each campaign. The best way to overcome your budget challenge is with simple math. Tell your senior partners that for every $200 you spend you can reach 50,000 precisely targeted clients and prospects. That is for your weekly posts.
For larger campaigns you should be spending a lot more. After reviewing hundreds of mid to large sized firm's marketing campaigns, the numbers are completely askew. Firms might spend $10K to $40K on a huge marketing project and then only allocate $300 to social media marketing. With the targeting capabilities of Facebook and LinkedIn, it is shocking that firms are not spending more money to leverage all the resources going into these marketing campaigns. Showing the capabilities of each network and the ease of reaching your exact audience with a reasonable budget spend should be enough to get the sign off in 2016.
About Jabez LeBret
Jabez is co-author of the best-selling legal technology book Online Law Practice Strategies. He is an international technology expert who has delivered over 200 CLE presentations at bar associations around the US. He is also the 2016 and 2017 co-chair for the Legal Marketing Association national YHA. Jabez writes a regular business and technology column for Forbes and contributors to the ABA Journal, Clio, Avvo and NBC Chicago. He is co-founder of the legal marketing agency GNGF, winner of the 2014 Best Places to Work by the Cincinnati Business Courier. Jabez is an advisor to SUBWAY corporation and sits on the SMB board for Box.com. He loves coffee and is a craft beer enthusiast.
Jabez LeBret
Chief Marketing Officer
Get Noticed Get Found
P: 513-444-32016
E: jabez@gngf.com
Web: www.GNGF.com
T: https://twitter.com/jabezlebret
LI: https://www.linkedin.com/in/jabezlebret